Track

oa

Presentation Type

Oral

Oral Session

Student Best Paper

Description

Social media is being used as platforms for viral marketing. Little is known about the motivations, attitudes, and behaviors of fashion consumers engaged in this marketing instrument. Such understanding is needed for social media practitioners to better design and implements a viral marketing campaign because they need to consider (1) whether to use viral marketing, (2) how to design it to appeal to different consumers, (3) to which type of consumer to promote such service options and (4) how to do so. This study attempts to understand why consumers pass on a fashion viral message. This research attempted to examine the factors that impact consumer usage of social media and their behavioral intentions to forward fashion viral messages.

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Nov 13th, 12:00 AM

Why Forward Viral Fashion Messages? The Moderating Roles of Consumers' Fashion Traits and Message Traits (Doctoral - 1st place)

Social media is being used as platforms for viral marketing. Little is known about the motivations, attitudes, and behaviors of fashion consumers engaged in this marketing instrument. Such understanding is needed for social media practitioners to better design and implements a viral marketing campaign because they need to consider (1) whether to use viral marketing, (2) how to design it to appeal to different consumers, (3) to which type of consumer to promote such service options and (4) how to do so. This study attempts to understand why consumers pass on a fashion viral message. This research attempted to examine the factors that impact consumer usage of social media and their behavioral intentions to forward fashion viral messages.

 

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