Kawaf, Fatema ORCID: https://orcid.org/0000-0002-7089-7816 and Istanbulluoglu, Doga (2019) Online fashion shopping paradox: the role of customer reviews and facebook marketing. Journal of Retailing and Consumer Services, 48. pp. 144-153. ISSN 0969-6989 (doi:10.1016/j.jretconser.2019.02.017)

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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.

Item Type:	Article
Uncontrolled Keywords:	Customer reviews, Fashion, Social Media, Facebook, Online retailing, Repertory grid, online fashion shopping
Subjects:	H Social Sciences > HM Sociology
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	23 Aug 2020 01:38
URI:	http://gala.gre.ac.uk/id/eprint/23050

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