Consumer brand curation on social shopping sites
Abstract
Consumers engage in online curation using branded items (e.g., product images) on social shopping websites (i.e., sites that combine commerce and social media) in ways that can have important implications for fashion brands. Beyond being passive recipients of a brand’s marketing message, consumers now actively participate in co-creating the brand by combining brands and presenting them to others, generating novel co-branding connections and...
Paper Details
Title
Consumer brand curation on social shopping sites
Published Date
Sep 1, 2021
Journal
Volume
133
Pages
399 - 408
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