Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms

Naeem, Muhammad and Ozuem, Wilson ORCID: https://orcid.org/0000-0002-0337-1419 (2022) Understanding the different types of UGC participants and social context for fashion brands: insights from social media platforms. Qualitative Market Research: An International Journal, 25 (2). pp. 181-204.

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Abstract

Purpose: The study aims to look at the types of social media participants through user-generated content (UGC) and how this leads to brand engagement in a fashion retail context. In doing so, it explores the effects of social context of brand-related content on other social media users, which promotes socially influenced consumer brand engagement (SICBE) in social media settings.

Design/methodology/approach: The study postulates the existence of social realities as consistent with social constructivism, with multiple realities of social influence outlined on the basis of ontological relativism. To fulfil the proposed research objectives, research data were gathered from professional and social participants based on specific inclusion criteria, purposive sampling technique and a semi-structured interview method.

Findings: Findings highlighted various types of UGC participants with differing objectives in their use of UGC; these participant types are passive, creators, critics and collectors/consumers. The study uncovered many social context that can increase the effectiveness of UGC. The social context is explored through social trust, Fashion UGC expertise and relevance. These UGC participants and social context can foster SICBE in a fashion retail context.

Originality/value: This study proposes a holistic framework which highlighted the role of UGC participants and social context can foster SICBE in a fashion retail context.

Item Type:	Article
Journal / Publication Title:	Qualitative Market Research: An International Journal
Publisher:	Emerald
ISSN:	1352-2752
Departments:	Institute of Business, Industry and Leadership > Business
Depositing User:	Anna Lupton
Date Deposited:	22 Aug 2022 07:56
Last Modified:	13 Jan 2024 13:16
URI:	https://insight.cumbria.ac.uk/id/eprint/6557

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