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  • 1.
    Andrea, Geissinger
    et al.
    Stockholms universitet, Marknadsföring.
    Laurell, Christofer
    Stockholms universitet, Marknadsföring.
    User engagement in social media – an explorative study of Swedish fashion brands2016In: Journal of Fashion Marketing and Management, ISSN 1361-2026, E-ISSN 1758-7433, Vol. 20, no 2, p. 177-190Article in journal (Refereed)
    Abstract [en]

    Purpose

    The present paper aims to add to the literature by exploring how curvilinear manifestations of user engagement can be explained in the setting of fashion-oriented social media.

    Design/methodology/approach

    This study analyses how ten Swedish fashion brands have been integrated in expressions of user engagement in social media. In total, a material of 11,173 user-generated contents from different types of social media applications over a period of 12 weeks was collected and analysed.

    Findings

    The results of this paper show that user engagement fluctuates considerably over time in social media. It also shows that the degree of engagement varies between different forms of social media applications.

    Originality/value

    This study contributes to the literature on fashion marketing and user engagement by adding empirical support for the suggestion that expressions of engagement found in social media are curvilinear in their nature. It also concludes that highly involved and engaged users, instead of being brand activists, tend to be variety seekers in the studied setting that when taken together represents an emerging managerial challenge for the fashion industry and particularly fashion firms.

  • 2.
    Geissinger, Andrea
    et al.
    Örebro Universitet Handelshögskolan, Örebro, Sweden.
    Laurell, Christofer
    Jönköping University, Jönköping International Business School, JIBS, Business Administration. Stockholm School of Economics Institute for Research, Stockholm, Sweden.
    Tracing brand constellations in social media: the case of Fashion Week Stockholm2018In: Journal of Fashion Marketing and Management, ISSN 1361-2026, E-ISSN 1758-7433, Vol. 22, no 1, p. 35-48Article in journal (Refereed)
    Abstract [en]

    Purpose The purpose of this paper is to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.

    Design/methodology/approach The study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm. In total, 3,449 user-generated contents referring to the sampled brands were collected and analysed.

    Findings On average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division and dilution.

    Research limitations/implicationsAs this paper is focussed on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes.

    Practical implicationsThe results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies.

    Social implications Digitally fuelled interdependences of brand constellations by professionals and consumers attest to the dilution of borders between consumers and producers.

    Originality/value This paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.

  • 3.
    Laurell, Christofer
    Stockholm Business School, Stockholm University.
    Fashion spheres - from a systemic to a sphereological perspective of fashion2016In: Journal of Fashion Marketing and Management, ISSN 1361-2026, E-ISSN 1758-7433, Vol. 20, no 4, p. 520-530Article in journal (Refereed)
    Abstract [en]

    Purpose: This article aims to explore how the fragmentation of the fashion system can be conceptually explained by drawing on Peter Sloterdijk’s theory of spheres.

    Design/methodology/approach: By conceptually discussing the changing nature of the fashion system and the institutional pressures exerted on fashion systems as a result of digital technology, the fundamental conceptual underpinnings of the theory of spheres are applied to these developments in order to explain the character of the contemporary organization of fashion.

    Findings: Based on the conceptual analysis, this article illustrates how a sphereological perspective to fashion provides a conceptual approach to explain the transformation and fragmentation of fashion systems.

    Originality/value: This article contributes to the field of fashion marketing and management by demonstrating how the concept of fashion spheres can explain social arrangements going beyond the boundaries of fashion systems and the associated implications that this brings to bear on the role of fashion.

  • 4.
    Pihl, Christofer
    School of Business Stockholm University, Stockholm, Sweden.
    Brands, community and style – exploring linking value in fashion blogging2014In: Journal of Fashion Marketing and Management, ISSN 1361-2026, E-ISSN 1758-7433, Vol. 18, no 1, p. 3-19Article in journal (Refereed)
    Abstract [en]

    Purpose: By using the concept of style, the purpose of this paper is to elaborate on the notion of brand community. More specifically, it seeks to explore how style can function as a linking value in forms of communities centred on brands that emerge within the empirical context of fashion and social media.

    Design/methodology/approach: A netnography of the content produced by 18 fashion bloggers in Sweden was conducted. Content analysis of this material was used to map how consumption objects, in terms of fashion brands, were integrated in activities taking place on blogs, and through these processes, acted as a linking value for community members.

    Findings: This paper demonstrates how fashion bloggers, together with their readers, constitute a form of community centred on style. It also shows how fashion bloggers, by combining and assembling fashion brands and products, articulate and express different style sets, and how they, together with their followers, engage in activities connected to these style ideals.

    Research limitations/implications: As this study has been empirically limited to a Swedish setting, future research would benefit from findings of international expressions of communities of style. Practical implications: Based on this study, strategies for managing communities of style is suggested to represent a potential source of competitive advantage for fashion firms.

    Originality/value: In the context of the conceptual discussion about what brings members of communities together, this study provides evidence of how style can function as a linking value in the setting of consumer communities that emerge within the boundaries of fashion and social media.

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