User-generated content, service failure and recovery strategies in the fashion industry: the need for a hybrid approach

Ozuem, Wilson ORCID: https://orcid.org/0000-0002-0337-1419 , Ranfagni, Silvia, Willis, Michelle ORCID: https://orcid.org/0000-0001-6183-3661 and Rovai, Serena (2020) User-generated content, service failure and recovery strategies in the fashion industry: the need for a hybrid approach. In: American Marketing Association (AMA) Winter 2021 Conference, 17-19 February 2021, Online. (Unpublished)

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Abstract

This study proposes a framework that characterises customers into four main streams: forgivers, avengers, mass crowders and disregarders. Our study has important managerial implications for brand managers and offers critical insights into customers’ responses in the fashion industry.

Item Type:	Conference or Workshop Item (Paper)
Departments:	Institute of Business, Industry and Leadership > Business
Depositing User:	Christian Stretton
Date Deposited:	07 Dec 2020 11:23
Last Modified:	13 Jan 2024 11:30
URI:	https://insight.cumbria.ac.uk/id/eprint/5823

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