Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis
Social media has developed into a symbolic channel that affects consumer behavior due to the remarkable marketing and ecommerce opportunities that the internet has provided. This study is based on segmentation of consumers into different categories in the world of fashion using social media. This pa...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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University of Zagreb, Faculty of organization and informatics
2023-01-01
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| Series: | Journal of Information and Organizational Sciences |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/452499 |
| _version_ | 1797206171891793920 |
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| author | Virtika Singhal Anurupa B. Singh Vandana Ahuja Rajat Gera |
| author_facet | Virtika Singhal Anurupa B. Singh Vandana Ahuja Rajat Gera |
| author_sort | Virtika Singhal |
| collection | DOAJ |
| description | Social media has developed into a symbolic channel that affects consumer behavior due to the remarkable marketing and ecommerce opportunities that the internet has provided. This study is based on segmentation of consumers into different categories in the world of fashion using social media. This paper proposes two conceptual models (the FC-CBR model of consumer brand relationship and the FC-CBP model of consumer brand perception) for exploring further into these constructs and developing a more coherent theoretical framework. The study identifies factors of Consumer Brand Relationship (CBR) and Consumer Brand Perception (CBP) using social media in the fashion world. Subsequently, the manuscript groups fashion consumers into clusters using K-means cluster analysis based on consumer brand relationship and consumer brand perception. The manuscript demonstrates how the clusters can be used in the development of efficient targeting and positioning strategies by practitioners. |
| first_indexed | 2024-04-24T09:02:47Z |
| format | Article |
| id | doaj.art-4928d983674d4a7c9409eb64ee44cdfb |
| institution | Directory Open Access Journal |
| issn | 1846-3312 1846-9418 |
| language | English |
| last_indexed | 2024-04-24T09:02:47Z |
| publishDate | 2023-01-01 |
| publisher | University of Zagreb, Faculty of organization and informatics |
| record_format | Article |
| series | Journal of Information and Organizational Sciences |
| spelling | doaj.art-4928d983674d4a7c9409eb64ee44cdfb2024-04-15T19:17:24ZengUniversity of Zagreb, Faculty of organization and informaticsJournal of Information and Organizational Sciences1846-33121846-94182023-01-0147240142110.31341/jios.47.2.9Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical AnalysisVirtika Singhal0Anurupa B. Singh1Vandana Ahuja2Rajat Gera3Amity Business School, Amity University Noida, IndiaAmity Business School, Amity UniversitySymbiosis Institute of Business Management, Noida, IndiaSchool of Economics and Commerce and School of Social Sciences and Humanities, CMR University, BangaloreSocial media has developed into a symbolic channel that affects consumer behavior due to the remarkable marketing and ecommerce opportunities that the internet has provided. This study is based on segmentation of consumers into different categories in the world of fashion using social media. This paper proposes two conceptual models (the FC-CBR model of consumer brand relationship and the FC-CBP model of consumer brand perception) for exploring further into these constructs and developing a more coherent theoretical framework. The study identifies factors of Consumer Brand Relationship (CBR) and Consumer Brand Perception (CBP) using social media in the fashion world. Subsequently, the manuscript groups fashion consumers into clusters using K-means cluster analysis based on consumer brand relationship and consumer brand perception. The manuscript demonstrates how the clusters can be used in the development of efficient targeting and positioning strategies by practitioners.https://hrcak.srce.hr/file/452499Digital NetworkingSocial Networking SitesConsumer BehaviorFashionFashion Industry |
| spellingShingle | Virtika Singhal Anurupa B. Singh Vandana Ahuja Rajat Gera Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis Journal of Information and Organizational Sciences Digital Networking Social Networking Sites Consumer Behavior Fashion Fashion Industry |
| title | Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis |
| title_full | Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis |
| title_fullStr | Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis |
| title_full_unstemmed | Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis |
| title_short | Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis |
| title_sort | consumer segmentation in the fashion industry using social media an empirical analysis |
| topic | Digital Networking Social Networking Sites Consumer Behavior Fashion Fashion Industry |
| url | https://hrcak.srce.hr/file/452499 |
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