KOREASCHOLAR

SELF-PRESENTATION PATTERNS AND FASHION CONSUMPTION BEHAVIOR: NEW INSIGHTS FOR SOCIAL MEDIA MARKETING

Lena Cavusoglu, Melike Demirbag-Kaplan, Ece Cam
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/380454
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Global Fashion Management Conference
2019 Global Fashion Management Conference at Paris (2019.07)
pp.836-855
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The research employs factor analysis, followed by a MANOVA procedure to explore relationships between fashion consumption and social media usage behavior based on data collected from 447 individuals. Findings suggest that social media usage and apparel consumption motivations interact, particularly for whom use social media for instant-self presentation.

Keyword
Social media marketingfashion consumptionself-presentationself-presentation through fashionconsumer behavior
Table Content
ABSTRACT
INTRODUCTION
LITERATURE REVIEW
RESEARCH METHODOLOGY
FINDINGS
DISCUSSION
REFERENCES
Author
  • Ece Cam(Izmir University of Economics)
  • Melike Demirbag-Kaplan(HWTK)
  • Lena Cavusoglu(Portland State University)