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Descripción
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| 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. | |
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Internacional
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Si |
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Nombre congreso
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8th Global Innovation and Knowledge Academy |
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Tipo de participación
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960 |
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Lugar del congreso
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Valencia, Spain |
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Revisores
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Si |
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ISBN o ISSN
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978-84-09-00253-5 |
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DOI
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Fecha inicio congreso
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25/06/2018 |
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Fecha fin congreso
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27/06/2018 |
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Desde la página
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1 |
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Hasta la página
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22 |
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Título de las actas
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Proceedings of the 8th Global Innovation and Knowledge Academy |