Understanding Opinion Leaders in Social Media: An Exploratory Case Study on a Local Apparel Business Facebook Fan-page

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2013-01-01
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Liu, Chuanlan
Galster, Jennifer
McRoberts, Lisa
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International Textile and Apparel Association (ITAA) Annual Conference Proceedings
Iowa State University Conferences and Symposia

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.

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A new age of marketing emerges as a large population grows in the usage of social media. Facebook as a dominating social networking media can be leveraged to reach large fan bases, which may in turn increase customer base. Facebook page fans create User Generated Content (UGC) while interacting with others. UGC is documented communication or interactivity between users that can be considered electronic word of mouth. Word of Mouth (WOM) affects consumer s’ attitudes, emotions and purchase intention (White, 2010).

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