Izvorni znanstveni članak
https://doi.org/10.31341/jios.47.2.9
Consumer Segmentation in the Fashion Industry Using Social Media: An Empirical Analysis
Virtika Singhal
orcid.org/0000-0003-1826-4947
; Amity Business School, Amity University Noida, India
Anurupa B. Singh
; Amity Business School, Amity University
Vandana Ahuja
; Symbiosis Institute of Business Management, Noida, India
Rajat Gera
; School of Economics and Commerce and School of Social Sciences and Humanities, CMR University, Bangalore
Sažetak
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.
Ključne riječi
Digital Networking; Social Networking Sites; Consumer Behavior; Fashion; Fashion Industry
Hrčak ID:
313244
URI
Datum izdavanja:
22.12.2023.
Posjeta: 175 *