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 language | English |
|---|---|
| Pages (from-to) | 144-153 |
| Number of pages | 10 |
| Journal | Journal of Retail and Consumer Services |
| Volume | 48 |
| Early online date | 23 Feb 2019 |
| DOIs | |
| Publication status | Published - May 2019 |
Keywords
- Customer reviews
- Fashion
- Social Media
- Online retailing
- Repertory grid
- Online fashion shopping