The Role of Social Network Websites in Consumer-Brand Relationship

This research explored the phenomenon of online social network in the context of consumer-brand relationship. The specific research objectives were: (a) to examine whether perceived benefits of a Brand’s Social Network Website (BSN) predict BSN relationship quality; (b) to investigate whether perceived benefits of BSN predict perceived relationship investment; (c) to examine if online social connection strengthens the relationship between perceived benefits of BSN and BSN relationship quality; (d) to examine if experience with BSN strengthens the relationship between perceived benefits of BSN and BSN relationship quality; (e) to investigate whether BSN relationship quality predicts brand relationship quality; (f) to examine whether BSN relationship quality predicts customer loyalty toward BSN; (g) to investigate whether perceived relationship investment predicts brand relationship quality; (h) to investigate whether brand relationship quality predicts customer loyalty toward BSN; (i) to examine whether brand relationship quality predicts customer loyalty toward the brand; and (j) to investigate whether customer loyalty toward BSN predicts customer loyalty toward the brand. This research employed a mixed-method approach to overcome the weaknesses in a single method approach and to provide stronger evidence for a conclusion. First, qualitative analyses explored the unique context of BSN, which was not much investigated in prior research. Specifically, Brand Pages of 22 apparel brands and 10 restaurant/coffeehouse brands, chosen as research settings, were investigated to validate the proposed research constructs. Second, quantitative analyses utilized an online self-administered cross-sectional survey method. A total of 501 complete responses collected from consumer panels of marketing research firm were used. The results suggested that BSN benefits are important drivers of relationship mediators (i.e., BSN relationship quality, perceived relationship investment), which in turn positively influence BRQ. However, functional benefits did not influence BSN relationship quality. In addition, while customer loyalty toward BSN was predicted by both BSN relationship quality and BRQ, it did not positively influence the loyalty toward the brand. Specifically, BSN loyalty did not influence behavioral loyalty and negatively influenced willingness to pay price premium. Further discussion about the results, implications, and suggestions for future research were provided

Digital retailing and marketing: Tools for rural small businesses navigating the digital age

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

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).</p

The Effects of "Social" Consumer Attributes on Engagement in Social Network Sites

Social network sites (SNSs) are in the center of the current apparel brand’s marketing efforts to engage customers and promote products. Particularly, a growing number of apparel companies implement their brand communities via various SNSs in order to develop a meaningful interaction and relationship with their customers. In consumer side, industry reports recently indicated the emergence of a new consumer group, social consumers (Rucker, 2010). Social consumers seek product/brand information through SNSs, share their ideas about products and brands on SNSs, and value the information provided by like-minded people through online communities. This study proposes a research model that suggests the positive impacts of social consumer attributes on engagement in SNS for apparel brands. Among many SNSs, this study focuses on the brand communities embedded in SNSs (i.e., brand pages on Facebook).</p

Defining Collaborative and Sustainable Apparel Consumption: Laying the Groundwork for Empirical Investigation

The objectives of this study are (a) to develop a theoretical framework of collaborative apparel consumption specifically articulating the evaluation of the potential sustainability of the various consumption modes and (b) to identify viable proposals for future research in this area with relevant research propositions. Using a metatheory approach, this paper illustrates the developed framework that explores these two major Internet-supported consumption modes (utility-based non-ownership and redistributed ownership) manifest in an apparel context using real industry examples, and then explore the implications of each consumption mode and business model for the consumer's relationship with the product, peers, and organizations involved in these sharing schemes. This exploration highlights key factors that should be scrutinized for evaluating the potential sustainability of collaborative clothing consumption. These factors and related attributes relevant to each relationship are identified via a systematic content analysis of the literature. Finally, this paper will conclude with a series of research propositions for future research, which beg investigation.</p

The Two-Sided Effect of the COVID-19 Pandemic on Online Apparel Renting

The global outbreak of COVID-19 has been affecting consumer behavior in a significant way. The collaborative consumption businesses, such as online rental services, is one of those sectors that have been immensely disrupted by the pandemic because many ‘sharing’ services require high touch and human contact. The purpose of this study is to develop and test a comprehensive model of consumers’ acceptance of online apparel renting (OAR) that can also take account of the pandemic’s effect. To this end, a two-phase, mixed-method study was conducted to identify the specific determinants of OAR (Study 1) and to empirically test the model of OAR acceptance with the pandemic-related moderating variables (Study 2). This study identifies a series of consumer drivers of OAR including affordable access, shopping convenience, try before you buy, never wear same dress twice, and special occasion. It also demonstrates the significant moderating effects of two pandemic-related factors including perceived vulnerability to disease and desire for simplification. The findings provide practical managerial suggestions to OAR retailers and theoretical implications for future studies

The Two-Sided Effect of the COVID-19 Pandemic on Online Apparel Renting

The global outbreak of COVID-19 has been affecting consumer behavior in a significant way. The collaborative consumption businesses, such as online rental services, is one of those sectors that have been immensely disrupted by the pandemic because many &lsquo;sharing&rsquo; services require high touch and human contact. The purpose of this study is to develop and test a comprehensive model of consumers&rsquo; acceptance of online apparel renting (OAR) that can also take account of the pandemic&rsquo;s effect. To this end, a two-phase, mixed-method study was conducted to identify the specific determinants of OAR (Study 1) and to empirically test the model of OAR acceptance with the pandemic-related moderating variables (Study 2). This study identifies a series of consumer drivers of OAR including affordable access, shopping convenience, try before you buy, never wear same dress twice, and special occasion. It also demonstrates the significant moderating effects of two pandemic-related factors including perceived vulnerability to disease and desire for simplification. The findings provide practical managerial suggestions to OAR retailers and theoretical implications for future studies