Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms

Ozuem, Wilson ORCID: 0000-0002-0337-1419 and Naeem, Muhammad (2022) Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms. Qualitative Market Research: An international journal, 25 (2). pp. 181-204. doi:10.1108/QMR-02-2021-0028

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Abstract

Purpose The study aims to look at the types of social media participants through user-generated content (UGC) and how this leads to brand engagement in a fashion retail context. In doing so, it explores the effects of social context of brand-related content on other social media users, which promotes socially influenced consumer brand engagement (SICBE) in social media settings. Design/methodology/approach The study postulates the existence of social realities as consistent with social constructivism, with multiple realities of social influence outlined on the basis of ontological relativism. To fulfil the proposed research objectives, research data were gathered from professional and social participants based on specific inclusion criteria, purposive sampling technique and a semi-structured interview method. Findings Findings highlighted various types of UGC participants with differing objectives in their use of UGC; these participant types are passive, creators, critics and collectors/consumers. The study uncovered many social context that can increase the effectiveness of UGC. The social context is explored through social trust, Fashion UGC expertise and relevance. These UGC participants and social context can foster SICBE in a fashion retail context. Originality/value This study proposes a holistic framework which highlighted the role of UGC participants and social context can foster SICBE in a fashion retail context.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Relevance; User-Generated Content; Creators; Critics; Passive; UGC Participants; Collectors/Consumers
Subjects: H Social Sciences > HF Commerce > HF5001 Business
Divisions: Schools and Research Institutes > Gloucestershire Business School
Research Priority Areas: Applied Business & Technology
Depositing User: Kate Greenaway
Date Deposited: 16 Feb 2022 14:17
Last Modified: 04 Apr 2022 12:45
URI: https://eprints.glos.ac.uk/id/eprint/10680

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