{"title":"利用社交媒体对时尚消费者进行细分和定位:消费者行为研究","authors":"Virtika Singhal","doi":"10.1177/09732586231203848","DOIUrl":null,"url":null,"abstract":"The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2023-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Segmenting and Targeting Fashion Consumers Using Social Media: A Study of Consumer Behaviour\",\"authors\":\"Virtika Singhal\",\"doi\":\"10.1177/09732586231203848\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.\",\"PeriodicalId\":43888,\"journal\":{\"name\":\"Journal of Creative Communications\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2023-10-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Creative Communications\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/09732586231203848\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586231203848","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
Segmenting and Targeting Fashion Consumers Using Social Media: A Study of Consumer Behaviour
The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.
期刊介绍:
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.