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Online fashion shopping paradox: The role of customer reviews and facebook marketing

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  • Kawaf, Fatema
  • Istanbulluoglu, Doga

Abstract

The paper aims to investigate the relevance of social media marketing, particularly customer reviews and Facebook pages in online fashion shopping. This qualitative study adopts Personal Construct Theory and employs the repertory grid to investigate the question: ‘how do online fashion shoppers construct the relevance of social media marketing activities in their online shopping experience? Analysis of 25 repertory grid interviews reveal insights that challenge current understanding of the role and relevance of customer reviews and Facebook pages in online fashion shopping. The research contributes novel insights into the rising desire of individuality and the increasing lack of sociality on social media.

Suggested Citation

  • Kawaf, Fatema & Istanbulluoglu, Doga, 2019. "Online fashion shopping paradox: The role of customer reviews and facebook marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 144-153.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:144-153
    DOI: 10.1016/j.jretconser.2019.02.017
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    References listed on IDEAS

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    5. Fernandes, Semila & Panda, Rajesh & Venkatesh, V.G. & Swar, Biranchi Narayan & Shi, Yangyan, 2022. "Measuring the impact of online reviews on consumer purchase decisions – A scale development study," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Odukorede Odunaiya & Mary Agoyi & Oseyenbhin Sunday Osemeahon, 2020. "Social TV Engagement for Increasing and Sustaining Social TV Viewers," Sustainability, MDPI, vol. 12(12), pages 1-11, June.
    7. Supratim Kundu & Swapnajit Chakraborti, 2022. "A comparative study of online consumer reviews of Apple iPhone across Amazon, Twitter and MouthShut platforms," Electronic Commerce Research, Springer, vol. 22(3), pages 925-950, September.
    8. Alzate, Miriam & Arce-Urriza, Marta & Cebollada, Javier, 2022. "Mining the text of online consumer reviews to analyze brand image and brand positioning," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    9. Aversa, Joseph & Jacobson, Jenna & Hernandez, Tony & Cleave, Evan & Macdonald, Michael & Dizonno, Stephanie, 2021. "The social media response to the rollout of legalized cannabis retail in Ontario, Canada," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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