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Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries

Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries

Guida Helal, Wilson Ozuem
Copyright: © 2018 |Pages: 36
ISBN13: 9781522526971|ISBN10: 1522526978|EISBN13: 9781522526988
DOI: 10.4018/978-1-5225-2697-1.ch016
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MLA

Helal, Guida, and Wilson Ozuem. "Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries." Digital Marketing Strategies for Fashion and Luxury Brands, edited by Wilson Ozuem and Yllka Azemi, IGI Global, 2018, pp. 326-361. https://doi.org/10.4018/978-1-5225-2697-1.ch016

APA

Helal, G. & Ozuem, W. (2018). Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries. In W. Ozuem & Y. Azemi (Eds.), Digital Marketing Strategies for Fashion and Luxury Brands (pp. 326-361). IGI Global. https://doi.org/10.4018/978-1-5225-2697-1.ch016

Chicago

Helal, Guida, and Wilson Ozuem. "Social Identity Matters: Social Media and Brand Perceptions in the Fashion Apparel and Accessories Industries." In Digital Marketing Strategies for Fashion and Luxury Brands, edited by Wilson Ozuem and Yllka Azemi, 326-361. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-2697-1.ch016

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Abstract

Fashion brands' online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Social media has matured into the prime channel for regular interactions and the development of brand-customer relationships that enrich social identity. Drawing on social identity theory, the current chapter examines how the evolving social media platforms impact on brand perceptions in the fashion apparel and accessories industries. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programmes.

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