The World’s Most Connected Apparel Consumers: Profiling Online Social Consumers
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Social media have given rise to the new consumer group, social consumers, who use social channels and networks to learn about products and make purchase decisions (Pivot Conference, 2012). Social consumers value the information provided by like-minded people who share common interests with them and desire a conversation with a brand in the social network sites (SNSs), such as Facebook and Twitter. In the apparel context, several market researchers report a particular consumer segment that is knowledgeable about fashion and also extremely active with SNSs (Netbase, 2013).