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Journal of Global Fashion Advertising Which Dress Would You Like? Exploring Brides’ Social Networks

Journal of Global Fashion Advertising Which Dress Would You Like? Exploring Brides’ Social Networks

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A 2005 Nelson, M. And Otnes, C. 2005 to find the perfect wedding dress. Exploring cross-cultural ambivalence: A netnography of intercultural wedding discussion boards. Journal of company analysis, 58(1): 89 – 95. Google Scholar ), “Many 2005 Nelson, M. And Otnes, C. 2005. Checking out cross-cultural ambivalence: A netnography of intercultural wedding community forums. Journal of company analysis, 58(1): 89 – 95. Google Scholar ) discovered that numerous brides are participating in online virtual communities (for example., Internet-based community forums) that “focus regarding the provided ritual and gives camaraderie and information change” (p. 90). In reality, the Bridal Association of America stated that 77% of brides during 2009 utilized the online world to assist in the planning and/or buying of wedding associated services and products.

The goal of this research that is exploratory to investigate the kinds of information provided on social networking sites by brides who will be trying to find a marriage gown.

This scientific studies are unique since it explores the kinds of information shared in a well known wedding online community, www. Brides.com. Once the impact of social networks on purchase choices, including wedding gowns, is growing; it’s important that developers, stores, and manufactures know how a brides online community friends many influence her purchase choice.

Our research builds upon the work of Kozinets, deValck, Wonjnicki, and Wilner ( 2010 Kozinets, R., De Valck, K., Wojnicki, A. And Wilner, S. 2010. Networked narratives: Understanding word-of-mouth advertising in social network. Journal of advertising, 74(2): 71 – 89. Crossref, Google Scholar ) by examining the sorts of information provided in a favorite wedding. The data shared on Brides.com varies from product critiques since it is more identity and community driven. The information shared is not driven by traditional apparel product evaluative criteria of product quality, performance and price in other words. Alternatively this research provides an original and perspective that is valuable the kinds of information provided via consumer-to-consumer person to person in social network sites this is certainly far beyond the original evaluative requirements useful for clothing bought.

Using founded netnography research methods a complete of 739 specific articles were analyzed. The conversations analyzed revealed four kinds of conversation: community rituals and items, public norms, community cohesion, and sharing that is communal. Our findings expand marketers’ knowledge of person to person as well as its relationship to social networks. Particularly, information provided on www. Brides.com is significantly diffent from product critiques since it is more community and identity driven. The conversations analyzed within the sample of 739 articles unveiled four types of conversation: community rituals and items, public norms, community cohesion, and sharing that is communal.

The“dream dress” concept, we uncover the holistic influence of community members on charmdate wedding dress purchase decisions in exploring how community rituals and artifacts shape and influence.

The articles on Br 2005 Nelson, M. And Otnes, C. 2005. Checking out ambivalence that is cross-cultural A netnography of intercultural wedding discussion boards. Journal of company analysis, 58(1): 89 – 95. Google Scholar ) discovered that people in the community that is online act as buddies and counselors. The brides appear to trust one other users of the grouped community and generally are comfortable looking for their advice and accepting as truth their viewpoint.

Findings out of this study that is exploratory 2005 Algesheimer, D. And Herrmann, A. 2005. The influence that is social of community: proof from European automobile groups. Journal of Marketing, 35(11/12): 19 – 34. Google Scholar; Kates, 2004 Kates, S. 2004. The dynamics of brand name legitimacy: an study that is interpretive the homosexual men’s community. Journal of customer analysis, 31(2): 455 – 464. Google Scholar; Leigh, Peters & Shelton, 2006 Leigh, T., Peters, C. And Shelton, J. 2006. The buyer search for authenticity: The multiplicity of definitions in the MG subculture of usage. Journal associated with the Academy of Marketing Science, 34(4): 481 – 493. Google Scholar; Muniz & Schau, 2007 Muniz, A. And Schau, H. 2007. Vigilante advertising and consumer-created communications. Journal of Advertising, 36(3): 35 – 50. Taylor & Francis Online, Google Scholar ), this research has not yet centered on the faculties associated with the community users, but more about the holistic interactions that are socio-emotional occur among community users.

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