The World’s Most Connected Apparel Consumers: Profiling Online Social Consumers

Date
2014-01-01
Authors
Park, Hyejune
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Altmetrics
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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).

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Social consumers, social media, social network sites, segmentation
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