The Experts below are selected from a list of 16950 Experts worldwide ranked by ideXlab platform
Payal Arora - One of the best experts on this subject based on the ideXlab platform.
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top ranking Fashion blogs and their role in the current Fashion industry
First Monday, 2013Co-Authors: Kristina Sedeke, Payal AroraAbstract:Within the last decade, Fashion has become more of a global industry catering to complex and transnational customers of diverse lifestyles, religions, and cultures which makes the recognition and identification with particular customers more complex. Simultaneously the radical change in communication allows users to participate, follow and discuss any trends and Fashion news easily for any collection and purchase them online. In particular, the blogosphere has become a prime arena within which Fashion consumers reside online, bringing to question who and what are the influencers within these new digital and cultural spaces in the Fashion industry. Blogging in general is considered as a new form of online journalism, enjoying great attention of users, based on a personal and interactive approach, versus the standardized treatment through mainstream media. Fashion blogs are perceived as a street of Fashion, as a source of authenticity and a display of the actual use of Fashion by the general public. However, Fashion bloggers are looked upon skeptically by the Fashion industry as they may not have the proper expertise guaranteeing quality and credible reporting. This new cultural sphere continues to be resisted by established and well-known Fashion brands and designers who do not incorporate them into their corporate communication. This is not to say that Fashion bloggers are not influential; in fact, these amateur-experts have proven an impressive capacity to build up a wide audience following, and have even influenced mainstream media and the Fashion industry. While we are aware of these trends, few studies have shed light on the nature and characteristic of this new cultural and online domain of the Fashion industry. Thereby, this paper focuses on some of the most effective blogs and bloggers, delving into who they are, what kinds of strategies do they employ to attract a wide audience and what are the range of characteristics that make an effective blog. The aim of this paper is to enhance the understanding of this new cultural realm, especially in three avenues: identity of bloggers, the culture of space of their blogs, and their actual or possible use as a tool of Fashion Marketing and brand management.
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top ranking Fashion blogs and their role in the current Fashion industry
ERMeCC - Erasmus Research Centre for Media Communication and Culture, 2013Co-Authors: Kristina Sedeke, Payal AroraAbstract:textabstractSocial media is a digital platform with a wide impact on personal as well as business communication. A communication model where the addresser sends messages to receivers has been taken over predominantly by a new dynamic model where all participants have the opportunity to actively interact during the entire communication process. Concerning the Fashion industry, there is hesitance to start communicating in this manner as the character of this media brings potential risk of losing control over their consumers. Despite this reticence, social media is recognized as being beneficial in the area of public relations and Marketing of Fashion as its products are essentially cultural artifacts that stem from social trends and norms and can effectively be circulated through the Web 2.0 sphere. Within the last decade, Fashion has become more of a global industry catering to transnational customers with diverse lifestyles, religions, and cultures which makes the recognition of and identification with particular customers more complex (Easey, 2002). Simultaneously, the radical change in communication allows users to participate, follow and discuss any trend and Fashion news and purchase Fashion items easily online. In particular, the blogosphere has become a prime arena within which Fashion consumers reside online, bringing to question who and what are the influencers within these new digital and cultural spaces in the Fashion industry. Blogging in general is considered a popular form of online journalism, enjoying the attention of users due to the platform’s personal and interactive approach versus the standardized treatment through mainstream media. Fashion blogs are perceived as a ‘street of Fashion,’ as a source of authenticity and a display of the actual use of Fashion by the general public (Bollier and Racine, 2005). However, this new cultural sphere continues to be resisted by established Fashion brands and designers who do not incorporate them into their corporate communication (Okonkwo, 2007; Guzelis, 2010). Fashion bloggers are looked upon skeptically as they are viewed to not have the proper expertise guaranteeing quality and credible reporting (Lichtenstein, 2009). This is not to say that Fashion bloggers are not influential; in fact, these amateur-experts have proven an impressive capacity to build up a wide audience following, and have even impacted mainstream media and the Fashion industry. While we are aware of these trends, few studies have shed light on the nature and characteristic of this new cultural and online domain of the Fashion industry. Thereby, this paper focuses on some of the most effective blogs and bloggers, delving into who they are, what kinds of strategies do they employ to attract a wide audience and what are the range of characteristics that make an effective blog. The aim of this paper is to enhance the understanding of this new cultural realm, especially in three avenues: identity of bloggers, the culture of space of their blogs, and their actual and potential use as a tool of Fashion Marketing and brand management.
Kristina Sedeke - One of the best experts on this subject based on the ideXlab platform.
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top ranking Fashion blogs and their role in the current Fashion industry
First Monday, 2013Co-Authors: Kristina Sedeke, Payal AroraAbstract:Within the last decade, Fashion has become more of a global industry catering to complex and transnational customers of diverse lifestyles, religions, and cultures which makes the recognition and identification with particular customers more complex. Simultaneously the radical change in communication allows users to participate, follow and discuss any trends and Fashion news easily for any collection and purchase them online. In particular, the blogosphere has become a prime arena within which Fashion consumers reside online, bringing to question who and what are the influencers within these new digital and cultural spaces in the Fashion industry. Blogging in general is considered as a new form of online journalism, enjoying great attention of users, based on a personal and interactive approach, versus the standardized treatment through mainstream media. Fashion blogs are perceived as a street of Fashion, as a source of authenticity and a display of the actual use of Fashion by the general public. However, Fashion bloggers are looked upon skeptically by the Fashion industry as they may not have the proper expertise guaranteeing quality and credible reporting. This new cultural sphere continues to be resisted by established and well-known Fashion brands and designers who do not incorporate them into their corporate communication. This is not to say that Fashion bloggers are not influential; in fact, these amateur-experts have proven an impressive capacity to build up a wide audience following, and have even influenced mainstream media and the Fashion industry. While we are aware of these trends, few studies have shed light on the nature and characteristic of this new cultural and online domain of the Fashion industry. Thereby, this paper focuses on some of the most effective blogs and bloggers, delving into who they are, what kinds of strategies do they employ to attract a wide audience and what are the range of characteristics that make an effective blog. The aim of this paper is to enhance the understanding of this new cultural realm, especially in three avenues: identity of bloggers, the culture of space of their blogs, and their actual or possible use as a tool of Fashion Marketing and brand management.
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top ranking Fashion blogs and their role in the current Fashion industry
ERMeCC - Erasmus Research Centre for Media Communication and Culture, 2013Co-Authors: Kristina Sedeke, Payal AroraAbstract:textabstractSocial media is a digital platform with a wide impact on personal as well as business communication. A communication model where the addresser sends messages to receivers has been taken over predominantly by a new dynamic model where all participants have the opportunity to actively interact during the entire communication process. Concerning the Fashion industry, there is hesitance to start communicating in this manner as the character of this media brings potential risk of losing control over their consumers. Despite this reticence, social media is recognized as being beneficial in the area of public relations and Marketing of Fashion as its products are essentially cultural artifacts that stem from social trends and norms and can effectively be circulated through the Web 2.0 sphere. Within the last decade, Fashion has become more of a global industry catering to transnational customers with diverse lifestyles, religions, and cultures which makes the recognition of and identification with particular customers more complex (Easey, 2002). Simultaneously, the radical change in communication allows users to participate, follow and discuss any trend and Fashion news and purchase Fashion items easily online. In particular, the blogosphere has become a prime arena within which Fashion consumers reside online, bringing to question who and what are the influencers within these new digital and cultural spaces in the Fashion industry. Blogging in general is considered a popular form of online journalism, enjoying the attention of users due to the platform’s personal and interactive approach versus the standardized treatment through mainstream media. Fashion blogs are perceived as a ‘street of Fashion,’ as a source of authenticity and a display of the actual use of Fashion by the general public (Bollier and Racine, 2005). However, this new cultural sphere continues to be resisted by established Fashion brands and designers who do not incorporate them into their corporate communication (Okonkwo, 2007; Guzelis, 2010). Fashion bloggers are looked upon skeptically as they are viewed to not have the proper expertise guaranteeing quality and credible reporting (Lichtenstein, 2009). This is not to say that Fashion bloggers are not influential; in fact, these amateur-experts have proven an impressive capacity to build up a wide audience following, and have even impacted mainstream media and the Fashion industry. While we are aware of these trends, few studies have shed light on the nature and characteristic of this new cultural and online domain of the Fashion industry. Thereby, this paper focuses on some of the most effective blogs and bloggers, delving into who they are, what kinds of strategies do they employ to attract a wide audience and what are the range of characteristics that make an effective blog. The aim of this paper is to enhance the understanding of this new cultural realm, especially in three avenues: identity of bloggers, the culture of space of their blogs, and their actual and potential use as a tool of Fashion Marketing and brand management.
Ehri Ryu - One of the best experts on this subject based on the ideXlab platform.
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celebrity Fashion brand endorsement in facebook viral Marketing and social commerce interactive effects of social identification materialism Fashion involvement and opinion leadership
Journal of Fashion Marketing and Management, 2019Co-Authors: Seunga Venus Jin, Ehri RyuAbstract:In light of Facebook-based viral Marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same school) vs outgroup member (college student, different school)) in Facebook-based Fashion brand Marketing and management.,A randomized between-subjects experiment (celebrity’s Facebook profile vs ingroup member’s Facebook profile vs outgroup member’s Facebook profile vs control condition, n=73) was conducted. The sample was composed of college students recruited from a subject pool in a US university.,Results of multiple regression analyses indicate that social identification with the Facebook profile owner and ingroup vs outgroup perception moderate the influence of consumers’ materialism, Fashion involvement and opinion leadership on interpersonal attraction to the celebrity, wishful identification with the celebrity, emotional quotient, involvement with the ads, advertising believability and willingness to buy the advertised Fashion products. Furthermore, the results of structural equation modeling analyses show that source credibility perception (both the celebrity who endorses her own brand and the Facebook profile owner) mediates the relationship between experimental conditions (celebrity as aspirational outgroup vs same school student as an ingroup member vs different school student as an outgroup member) and the outcome variables (interpersonal attraction to the celebrity, involvement with ads, and advertising believability) in viral Marketing leveraging a social media platform.,This study makes several theoretical contributions to consumer psychology and provides managerial implications for Facebook-based Fashion Marketing and Fashion brand management.
Seunga Venus Jin - One of the best experts on this subject based on the ideXlab platform.
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celebrity Fashion brand endorsement in facebook viral Marketing and social commerce interactive effects of social identification materialism Fashion involvement and opinion leadership
Journal of Fashion Marketing and Management, 2019Co-Authors: Seunga Venus Jin, Ehri RyuAbstract:In light of Facebook-based viral Marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same school) vs outgroup member (college student, different school)) in Facebook-based Fashion brand Marketing and management.,A randomized between-subjects experiment (celebrity’s Facebook profile vs ingroup member’s Facebook profile vs outgroup member’s Facebook profile vs control condition, n=73) was conducted. The sample was composed of college students recruited from a subject pool in a US university.,Results of multiple regression analyses indicate that social identification with the Facebook profile owner and ingroup vs outgroup perception moderate the influence of consumers’ materialism, Fashion involvement and opinion leadership on interpersonal attraction to the celebrity, wishful identification with the celebrity, emotional quotient, involvement with the ads, advertising believability and willingness to buy the advertised Fashion products. Furthermore, the results of structural equation modeling analyses show that source credibility perception (both the celebrity who endorses her own brand and the Facebook profile owner) mediates the relationship between experimental conditions (celebrity as aspirational outgroup vs same school student as an ingroup member vs different school student as an outgroup member) and the outcome variables (interpersonal attraction to the celebrity, involvement with ads, and advertising believability) in viral Marketing leveraging a social media platform.,This study makes several theoretical contributions to consumer psychology and provides managerial implications for Facebook-based Fashion Marketing and Fashion brand management.
Ziya Yusuf - One of the best experts on this subject based on the ideXlab platform.
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Fashion as a Marketing Tool and Its Communication Aspect in Developing Markets Fashion as a Marketing Tool and Its Communication Aspect in Developing Markets Fashion as a Marketing Tool and Its Communication Aspect in Developing Markets
2020Co-Authors: Engin Fatma, Ziya YusufAbstract:Abstract In this article the idenfication of a Fashion product, its variability and the analyses of Fashion as an industrial design will be discussed within the framework of Fashion product Marketing. The process of product creation is closely related to the economic, sociological and psychological factors considered, hence, sociologists and trend setters are working together because the concept of Fashion product should be viewed as a determiner of status and power of a certain community. Each group within the community should be defined within a certain status and therefore each status corresponds to a relevant Fashion concept. The survival of the Fashion designers within the industrial sector could only be plausable if Fashion is firstly analyzed conceptually and then applied separately to each group of the community. Keywords: Fashion Marketing, Fashion business, Fashion sociology, Fashion and communication. New articles in this journal are licensed under a Creative Commons Attribution 3.0 United States License. This journal is published by the University Library System of the University of Pittsburgh as part of its D-Scribe Digital Publishing Program, and is cosponsored by the University of Pittsburgh Press. Fashion as a Marketing Tool and Its Communication Aspect in Developing Markets Emerging Markets Journal | P a g e |67 The Turkish textile industry needs to develop new policies which will enable it to resist price competition, which will only become fiercer year after year. Rationalization of production, uncompromising application of quality management principles, opening to new markets, and shifting production to Eastern Turkey are measures which only provide a temporary advantage in price competition. They will not be enough to close the wage disparity between Turkey and countries that enter the market in the medium term. The Turkish textile industry will be facing hardship in this new situation. New Marketing Tools in Turkish Textile Industry: The Turkish textile industry's ability to develop new manufacturing and Marketing strategies will determine if it can overcome the aforementioned hardships and make a fresh leap forward. It needs to find itself a new place in the global competition that escalates day by day. The problem consists of not only growing price competition but also a rise in supply. This is because developing countries that shift from national to international markets prefer the production and export of Instead of thinking with only one dimension, one needs to make sure to consider the situation with all its dimensions and propose long term solutions. 1) The Fashion dimension of globalism: It is impossible to ignore the positive sides of globalism to Turkish textile industry along with the negative. One positive aspect is the increased tendency for Fashion and brands that comes with globalism. Even though Fashion was a socio-cultural phenomenon that existed before globalism and even shaped people on a national or even regional basis, it took a fast turn with globalism. It was transformed into a factor that deeply affects Marketing strategies. From a sociological point of A Fashionable product is special and has distinct properties. For instance, Fashionable products get popular fast but fade away quickly as well. Every product exists within a series. Fashion does not only bring changes to the look of a certain series, but bring changes to many different series. Fashion is always a new product. Fashion is an abstract concept based on thinking, but also a solid product that fulfills physical and mental needs. Whereas technological progress is usually a slow process, Fashion is as variable as society since it is influenced by public events, economy and social life. Thus, anybody who has an interest in Fashion, artisans, stylists, manufacturers big or small face complex problems. These problems occur due to the deep necessity to recognize the consumer and the market as well as the concepts that determine fluctuations and shifts in the market. It is a reality that political, economic, societal (psychological and sociological) events continously influence Fashion. -The Fashion Phenomenon Fashion as a Marketing Tool and Its Communication Aspect in Developing Markets Emerging Markets Journal | P a g e |69 Leading points that relate to the occurence of novelty in Fashion: The novelty needs to be subject to an experiment to be compared and analyzed against various forces and demands within the individual. The product to be perceived and the perceiver, exist in a process of temporary deconstruction and reconstruction within a certain structure. Finally, one ceases to see the novelty as ''a thing'' and identifies with it. Being involved in a new behaviour makes it easy for the individual's structure to change as well. It has been proven that Fashion actualizes ongoing changes. -Relationships between Fashion- Product-Marketing: It is especially important to define the word new by how it manifests itself rather than the techical meaning. Fashion is the slave of imagination and just like in nostalgy movement it is inspired by the past as well as the future. "Another characteristic of Fashion is that its future often cannot be guessed or controlled. Fashion is not based on mathematical equations, cannot be analyzed completely by science. Fashion is an industry that faces unique obligations due to the variable character of industry standards." 4 It is a must to see the future in Fashion industry and it is in a tight relationship with a modern understanding given this topic. For instance: 1) A Fashion house can never develop through empricial means. 2) A Fashion house has to renew Fashion or create Fashion following serious research. 3) It is necessary to know the markets and the reasons consumers change their taste in order to spread Fashion products to the market. It is necessary to always be current with new investments and costs due to shifts in Fashion leading to shifts in manufacturing. The price of a Fashion product does not only depend on its cost. This fact does not change even when it is obvious that a certain profit margin is added on top of the cost. The selling price actually depends on the significance of the Fashionable product, the apparent necessities and necessities that are yet to be realized, the supply and the quality provided by the competition. These factors also affect how strongly that Fashion is established." 5 The price requested by a consumer depends on the quality desired of a certain product. Quality does not have an absolute meaning for Fashionable products. It is necessary to define the concept of quality based on the use of the product. A useful product that is sought for its utility and a show-off product desired for its aesthetic value can both be said to have quality. However, there are a limited number of products that carry both of these properties.