Social Media and Online Consumer Decision Making in the Fashion Industry

Theodore Tarnanidis, Evridiki Papachristou, Michail Karypidis , Vasileios Ismyrlis

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Hardback

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English

IGI Global
01 August 2023

Media studies; Market research; Fashion & beauty industries; Computer networking & communications

Summary
Details

Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers' decision-making patterns. Further, consumers use social media platforms to find relevant and reliable information for structuring their preferences and making evaluations. Web 2.0 tools in the digital age provide consumers with a plethora of interactive and user control information that helps them acquire and share brand information, which in turn impacts their purchase decision preferences. The bulk of the data produced by social media tools provides brand marketers with information about the consumers' wants, beliefs, commitment habits, and purchasing intentions, which in turn is useful for the development and implementation of marketing strategies. Social Media and Online Consumer Decision Making in the Fashion Industry provides critical research on effective methods, techniques, and tools for evaluating the impacts of social media on the consumer decision-making process. The book explores the pertinence of web-based social media tools and how the fashion business sector can benefit from social media innovation approaches in digital environments. Covering topics such as mobile apps, consumer decision-making processes, and communication technologies, this book is ideal for students, brand executives, marketing professionals, researchers interested in social media technology, and more.

Edited by: Theodore Tarnanidis, Evridiki Papachristou, Michail Karypidis, Vasileios Ismyrlis
Imprint: IGI Global
Country of Publication: United States
Dimensions: Height: 279mm, Width: 216mm,
ISBN: 9781668487532
ISBN 10: 1668487535
Pages: 320
Publication Date: 01 August 2023
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active