Sharing personal experiences and online consumer engagement: A case study of Glossier

IF 3.3 Q2 BUSINESS
Ashley Paintsil, Hye-Shin Kim
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引用次数: 12

Abstract

ABSTRACT Social media has become influential in the fashion and beauty marketplace where digital communication centers around consumer interests in products and brands. This case study examines how sharing of personal experiences on the digital communication platforms of the Glossier beauty brand influences consumer engagement in an online brand community. In-depth interviews of thirteen consumers of the Glossier brand and its social media channels were conducted. The qualitative method allows the researchers to capture the rich context of the consumer experience and the social reality of online community members through their own words. This case study offers insight into how social media communication, moving beyond simple product reviews, allows a direct-to-consumer brand to effectively leverage the personal experiences of their consumers as a catalyst for learning, advocating for the brand, co-developing the brand, and building consumer and brand relationships. A new perspective from Brodie et al.’sconsumer engagement model highlights key interrelated processes that evolve from the sharing of consumer experiences and adding value to building a robust brand community.
分享个人经验和在线消费者参与:Glossier的案例研究
摘要社交媒体已经在时尚和美容市场产生了影响力,在这个市场上,数字交流围绕着消费者对产品和品牌的兴趣展开。本案例研究考察了Glossier美容品牌数字通信平台上的个人体验分享如何影响消费者在在线品牌社区中的参与度。对Glossier品牌及其社交媒体渠道的13名消费者进行了深入采访。定性方法使研究人员能够通过自己的话语捕捉到消费者体验的丰富背景和在线社区成员的社会现实。本案例研究深入了解了社交媒体传播如何超越简单的产品评论,使直接面向消费者的品牌能够有效地利用消费者的个人体验,作为学习、宣传品牌、共同发展品牌以及建立消费者和品牌关系的催化剂。Brodie等人的消费者参与模型的一个新视角强调了从分享消费者体验和增加价值到建立强大的品牌社区的关键相互关联的过程。
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
期刊介绍: The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.
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