Online fashion shopping paradox: the role of customer reviews and Facebook marketing

Fatema Kawaf, Doga Istanbulluoglu

Research output: Contribution to journalArticlepeer-review

10 Citations (Scopus)
183 Downloads (Pure)

Abstract

The paper aims to investigate the relevance of social media marketing, particularly customer reviews and Facebook pages in online fashion shopping. This qualitative study adopts Personal Construct Theory and employs the repertory grid to investigate the question: ‘how do online fashion shoppers construct the relevance of social media marketing activities in their online shopping experience? Analysis of 25 repertory grid interviews reveal insights that challenge current understanding of the role and relevance of customer reviews and Facebook pages in online fashion shopping. The research contributes novel insights into the rising desire of individuality and the increasing lack of sociality on social media.
Original languageEnglish
Pages (from-to)144-153
Number of pages10
JournalJournal of Retail and Consumer Services
Volume48
Early online date23 Feb 2019
DOIs
Publication statusPublished - May 2019

Keywords

  • Customer reviews
  • Fashion
  • Social Media
  • Facebook
  • Online retailing
  • Repertory grid
  • Online fashion shopping

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