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

IF 1.5 Q2 COMMUNICATION
Virtika Singhal
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引用次数: 0

摘要

本研究的回顾研究将在线消费者分为不同的消费者类别,基于他们如何通过社交媒体感知和联系时尚业务。因此,本文研究了消费者行为的多种细微差别。这项研究集中在对时尚界的社交媒体使用有重大影响的两个关键阶段。本研究使用k均值聚类分析,根据消费者对时尚品牌的看法和关系,将消费者分为不同的群体。本研究采用了时尚消费者品牌关系指数和时尚消费者品牌感知指数,结合social media,在时尚界具有开创性,为其他时尚行业垂直领域的类似研究奠定了坚实的基础。政策制定者可能会利用这项研究的结果来制定策略,以提高时尚界营销人员的消费者行为。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
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.
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