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    Jane DD
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    This document summarizes a research paper presented at the 2017 Global Fashion Management Conference in Vienna. The paper examines how social media marketing activities influence consumer-based brand equity among millennial users of online fashion communities. It develops a conceptual model relating social media activities to perceived benefits of social media use, online brand experience, and ultimately brand equity. The model is validated through a survey of real users of fashion brand online communities. The findings provide strategic implications for managing brand online communities and suggest opportunities for further research on social media and fashion consumers.

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    This document summarizes a research paper presented at the 2017 Global Fashion Management Conference in Vienna. The paper examines how social media marketing activities influence consumer-based brand equity among millennial users of online fashion communities. It develops a conceptual model relating social media activities to perceived benefits of social media use, online brand experience, and ultimately brand equity. The model is validated through a survey of real users of fashion brand online communities. The findings provide strategic implications for managing brand online communities and suggest opportunities for further research on social media and fashion consumers.

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    60 views2 pages

    Social Media Marketing and Consumer Based Brand

    Uploaded by

    Jane DD
    This document summarizes a research paper presented at the 2017 Global Fashion Management Conference in Vienna. The paper examines how social media marketing activities influence consumer-based brand equity among millennial users of online fashion communities. It develops a conceptual model relating social media activities to perceived benefits of social media use, online brand experience, and ultimately brand equity. The model is validated through a survey of real users of fashion brand online communities. The findings provide strategic implications for managing brand online communities and suggest opportunities for further research on social media and fashion consumers.

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    2017 Global Fashion Management Conference at Vienna Proceedings

    2017 Global Fashion Management Conference at Vienna Proceedings: 79-80 (July 2017)
    https://doi.org/10.15444/GFMC2017.02.01.01

    SOCIAL MEDIA MARKETING AND CONSUMER-BASED BRAND


    EQUITY: THE ROLE OF BRAND EXPERIENCE AMONG MILLENNIALS
    IN ONLINE FASHION COMMUNITIES

    Lamberto Zollo, University of Florence, Italy1)


    Sukki Yoon, Bryant University, RI, USA 2)
    Riccardo Rialti, University of Florence, Italy 3)
    Cristiano Ciappei, University of Florence, Italy 4)

    ABSTRACT

    Social media are increasingly becoming a strategic vehicle of modern companies’


    way of communicating and interacting with consumers. Actually, social media
    marketing (SMM) has recently emerged as an effective two-way communication
    channel able to provide the sharing and exchange of information, ideas, and user-
    generated content in virtual environments. This is especially true for fashion brands,
    which are progressively creating interactive platforms such as online brand
    communities in order to enhance their consumer-based brand equity (CBE),
    interpreted as the consumers’ assessment of a company brand image, identity, and
    value. Scholars have widely analyzed the relationship between a company’s SMM
    and brand equity, thus finding a direct positive impact of the five main constructs
    depicting perceived SMM activities, namely entertainment, interaction, trendiness,
    customization, and word of mouth, on CBE. Despite this relevant scholarly interest,
    the consumer behavioral responses linking a company perceived SMM activities and
    CBE have been largely neglected. Actually, consumers’ benefits from virtual
    environments and online brand experience may represent significant elements
    marketing strategists should focus on in order to enhance a company’s brand equity.
    Building on the uses and gratifications theory and experiential marketing, we
    develop a conceptual model that unpacks such linkages, by relating SMM activities,
    perceived benefits of using social media, online brand experience, and CBE.
    Specifically, we interpret SMM activities as significant brand-related stimuli able to
    influence consumers’ cognitive, social interactive, personal interactive, and hedonic
    benefits, which in turn influence consumers’ sensory, affective, behavioral, and
    intellectual online experience. Moreover, we investigate the experiential responses
    of consumers that mostly affect a company’s brand equity, which finally impacts on
    consumers’ purchase intention of the fashion brand. The model is validated using
    structural equation modeling (SEM) on a sample of real users of online brand
    communities operating in the fashion industry. Our sample is composed of
    Millennials, which currently represent the most influential grown-digital generation
    of consumers. Overall, our findings shed light on consumers’ online behavioral and
    experiential responses to a company’s perceived SMM activities, thus proposing
    strategic implications for the management of brand online communities and

    1)
    [email protected]
    2)
    [email protected]
    3)
    [email protected]
    4)
    [email protected]

    79
    2017 Global Fashion Management Conference at Vienna Proceedings

    suggesting interesting possibilities of future research on social media and fashion


    consumers.

    Keywords: perceived social media marketing activities, online benefits, brand


    experience, brand equity, structural equation modeling

    80

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