The Effects of "Social" Consumer Attributes on Engagement in Social Network Sites
Date
Authors
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Authors
Research Projects
Organizational Units
Journal Issue
Is Version Of
Versions
Series
The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
Department
Abstract
Social network sites (SNSs) are in the center of the current apparel brand’s marketing efforts to engage customers and promote products. Particularly, a growing number of apparel companies implement their brand communities via various SNSs in order to develop a meaningful interaction and relationship with their customers. In consumer side, industry reports recently indicated the emergence of a new consumer group, social consumers (Rucker, 2010). Social consumers seek product/brand information through SNSs, share their ideas about products and brands on SNSs, and value the information provided by like-minded people through online communities. This study proposes a research model that suggests the positive impacts of social consumer attributes on engagement in SNS for apparel brands. Among many SNSs, this study focuses on the brand communities embedded in SNSs (i.e., brand pages on Facebook).