Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries

Helal, Guida and Ozuem, Wilson (2017) Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries. In: Digital Marketing Strategies for Fashion and Luxury Brands. IGI Global, Hershey, pp. 326-361. ISBN 9781522526971

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Abstract

Fashion brands' online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Social media has matured into the prime channel for regular interactions and the development of brand-customer relationships that enrich social identity. Drawing on social identity theory, the current chapter examines how the evolving social media platforms impact on brand perceptions in the fashion apparel and accessories industries. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programmes.

Item Type: Book Section
Additional Information: DOI: 10.4018/978-1-5225-2697-1.ch016 Chapter 16
Uncontrolled Keywords: Marketing; Fashion; Luxury brands
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Phil Davis
Date Deposited: 07 Dec 2017 08:52
Last Modified: 07 Dec 2017 08:52
URI: http://eprints.glos.ac.uk/id/eprint/5210

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