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)
    96 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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