Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Involvement in fashion brand social media communities: A multidimensional approach
Year:2018
Research Areas
  • Marketing psychology and consumer behavior psychology,
  • Business organisation
Information
Abstract
This study addresses the lack of understanding of the different elements (fashion products, fashion brands, social media platforms) and types of involvement (enduring and situational) that interplay in the development of involvement with fashion brands in social media communities. The research revises the concept of involvement in fashion brand social media communities from a multidimensional approach, with three different dimensions: fashion involvement, fashion brand involvement (enduring) and involvement with social media brand communities (situational). The revised conceptualization of involvement is empirically tested using a sample (N=451) of members of different luxury fashion and fast-fashion international brands in Indonesia, a country with one of the largest social media audience base in the world. The results show that, even though a multidimensional view may be more adequate to study involvement in social media, further investigation is required to fully understand the role of involvement in social media brand communities.
International
Si
Congress
8th Global Innovation and Knowledge Academy
960
Place
Valencia, Spain
Reviewers
Si
ISBN/ISSN
978-84-09-00253-5
Start Date
25/06/2018
End Date
27/06/2018
From page
1
To page
22
Proceedings of the 8th Global Innovation and Knowledge Academy
Participants
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Santiago Iglesias Pradas (UPM)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
Cofinanciación del MINECO en el marco del Programa INNPACTO (IPT-020000-2010-22)