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Social Media and Online Consumer Decision Making in the Fashion Industry by Theodore Tarnanidis

Social Media and Online Consumer Decision Making in the Fashion Industry

by Theodore Tarnanidis , Eyridiki Papachristou , Michail Karypidis
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Book cover type: Paperback
  • ISBN13: 9781668487549
  • Binding: Paperback
  • Subject: N/A
  • Publisher: IGI Global
  • Publisher Imprint: IGI Global
  • Publication Date:
  • Pages: 420
  • Original Price: GBP 178.6
  • Language: English
  • Edition: N/A
  • Item Weight: 967 grams
  • BISAC Subject(s): Industries / Fashion & Textile Industry

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.

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