Social and Psychological Aspects

Clothing Communication via Social Media: A Decision Tree Predictive Model

Authors: So Young Young Song (University of Tennessee) , Erin Cho (Parsons, New School for Design) , Youn-Kyung Kim (University of Tennessee) , Theresa Hyunjin Kwon (Seoul National University)

Abstract

Consumers are increasingly using social media (SM) as an important source of information and as a way to communicate about clothing. SM platforms such as Twitter, Facebook, and YouTube have already been evaluated as successful business take-off tools by numerous clothing brands such as Burberry, Nordstrom, and ASOS (Kim & Ko, 2012). While personality differences have been examined in relation to SM use, one area that remains unexplored is the influence of personality traits on information exchange and dialogue about clothing (Hart et al., 2015). The current study addresses this issue by linking personality traits to clothing communication via social media (CCSM) measured by SM usage for the clothing product category.

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How to Cite: Song, S. Y. , Cho, E. , Kim, Y. & Kwon, T. H. (2015) “Clothing Communication via Social Media: A Decision Tree Predictive Model”, International Textile and Apparel Association Annual Conference Proceedings. 72(1).