THE ROLE OF FASHION LEADERS ON THE FASHION SOCIAL PLATFORM: IMPLICATIONS OF KNOWLEDGE SHARING IN THE KOREAN FASHION INDUSTRY

서지정보

· 발행기관 : 글로벌지식마케팅경영학회(GFMC)
· 수록지 정보 : Global Marketing Conference
· 저자명 : Eunha Chun, Eunju Ko

영어초록

The importance of Social Networking Services (SNS) has increased in recent years because consumers are able to communicate with each other to share their information and experiences via SNS. This allows to easily distribute critical information and is beneficial to other potential consumers. Current studies confirm the important role of social media so that firms can get valuable information to respond to the heterogeneous customers’ needs through SNS (e.g., Rishika, Kumar, Janakiraman, & Bezawada, 2013). This paradigm shift allows firms to consider the important role of SNS on the current fashion market. A firm communicates with consumers sharing their opinions, experiences, and feedback existing on SNS, called social platform, which provides valuable information to respond to consumers’ needs. In the last decades, rapid advancements in technology and customer demands pushed firms to collaborate with outside partners to collect information, creating valuable products or services. In such competitive environments, customers’ involvement is increasingly important because integrating external sources of knowledge from them can result in major advantages for the firm (Nooteboon, 1999). Further, Von Hippel (1986) emphasizes the importance of the participation of the lead users whose present strong needs will become general in a marketplace months or years in the future. They have the tendency to adopt new products earlier than normal customers. According to Von Hippel (2006), lead users may provide valuable ideas for the firm which results in novel products. Lead users can diffuse product information to other customer groups and may play a pivotal role between the firm and traditional customer groups. Likewise, the fashion leaders in the fashion industry have an important role because firms are able to know future market trends from them. Further, the role of fashion leaders is much more important because of the characteristics of the fashion industry. It is very difficult to foresee a trend as customer demand changes rapidly and becomes more heterogeneous. Fashion leaders purchase new fashion products quicker than other people, are more interested in clothing, and invest more in fashion than the general consumer (Goldsmith, Freiden, & Kilsheimer, 1993). Thus, fashion leaders hold an important role as a source of information and for the word-of-mouth effect in the fashion market (Kim & Hong, 2011). The fashion information that fashion leaders deliver builds more trust and interest than direct fashion advertisement or PR, and they have an important influence on the spread of new fashion styles (Vernette, 2004). Additionally, the effects of online word-of-mouth are different from the traditional word-of-mouth effects because there are numerous senders and receivers, and conversations last much longer. Moreover, viral content that includes vivid visual images can especially be influential on network participants (Kulmala, Mesiranta, & Tuominen, 2013; Wolny & Mueller, 2013). We argue that fashion leaders may have a strong impact on leading a trend in the current fashion industry and influence the consumers who share information and experiences with them on fashion platforms to purchase products. Thus, the purpose of our study is to examine the role of fashion leaders in influencing purchase intention of the potential customers who are using the fashion platforms to take information from them. Further, we will outline how fashion leaders influence the creation of valuable fashion platforms and valuable information through sharing their knowledge through fashion platforms. Online surveys were administrated to conduct empirical analyses for this study. Taking the gender and age characteristics of interest based SNS users into consideration, the research sample concentrated on female users in their teenage to 30s, who had the experience with fashion social platforms. The main research results are as follows. First, we found that fashion leaders create valuable information for the other users to visit fashion platforms, providing correct, trendy and trustworthy information to other users. Second, the quality of information and value of a fashion platform that are created by fashion leaders positively influence the users when considering their future purchase decision making and recommendations to other potential consumers to visit the fashion platform. We have some implications in our study. First, we contribute by finding a factor to explain how the value of social fashion platforms can be created and how important the value of information provided by fashion leaders is in the fashion industry in Korea. We found that the role of fashion leaders in influencing a trend of current fashion in the Korean industry is important. The advent of social media, such as SNS, allows us to explain how one-way communication with consumers to set up a firm’s marketing strategy is limited. As the results of this study are specific to the fashion industry, they can be used as a fundamental study to understand the role of fashion leaders to create value on social platforms and share valuable information to normal users. Moreover, this study can contribute to the understanding how social platforms affect the fashion industry through two-way communication to the potential customers using the fashion leaders. It is important for fashion corporations that are interested in social services to have a valuable knowledge of social platform users. Therefore, fashion marketers who are attempting to utilize social platforms can use this study as preliminary data to understand fashion social platform users, who are the potential consumers.

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