نوع مقاله : مقاله پژوهشی
نویسنده
دانشجوی کارشناسی ارشد، رشته مدیریت بازرگانی گرایش بازاریابی، دانشگاه پیام نور، کرج ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
Consumers use branded items (e.g. product images) on social shopping websites (e.g., business integration sites and social media) to play an important role in online selection, which in turn It has important implications for fashion brands. Consumers are not just passive recipients of a brand's marketing message, and now, by combining brands and introducing them to others, creating new relationships with the brand, and revising the brand classification, they are actively involved in brand co-production. We use behavioral data collected from two communities on a popular social shopping site (Polyvore.com) and use a clustering technique to show that customers choose a variety of brands and an implicit association with the brand name. Is created. We also review fashion showcases to understand the factors that increase the popularity of these products. By looking at consumer care behavior on social shopping sites, fashion brand managers can understand the ways in which consumers create a common image of their brand.
کلیدواژهها [English]
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