Exploratory study of virtual communities of apparel retailers

Exploratory study of virtual communities of apparel retailers Purpose – This study aims to present a general overview of the characteristics of virtual communities hosted by apparel retailers. Design/methodology/approach – Content analysis was conducted on 2,521 web sites hosted by apparel retailers. Web sites of apparel retailers were identified from Stores Magazine “top 100 specialty retailers” and “top 100 retailers” listings, and Google search engine directory. Web sites were analyzed in terms of general characteristics of apparel retailers (e.g. apparel product categories, ability to purchase online, presence of brick‐and‐mortar stores). Two coders individually visited each web site and coded the contents. Findings – A total of 13 virtual communities hosted by apparel retailers were found. Apparel retailers selling casual merchandise to the young teen market had the strongest representation. Most of the virtual communities used bulletin or message board tools. About half of the virtual communities had registration requirements and rules or membership policies. Discussion topics of community members varied. Research limitations/implications – The small percentage of apparel retailers hosting virtual communities indicates that more evidence is needed to make it a compelling case for retailers to host virtual communities. Virtual communities may be of value to marketers for consumer research and feedback. Originality/value – This paper examines virtual communities of consumption hosted by companies that sell apparel products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Exploratory study of virtual communities of apparel retailers

Loading next page...
 
/lp/emerald-publishing/exploratory-study-of-virtual-communities-of-apparel-retailers-XZ1Hjp9CnB
Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1361-2026
DOI
10.1108/13612020610651114
Publisher site
See Article on Publisher Site

Abstract

Purpose – This study aims to present a general overview of the characteristics of virtual communities hosted by apparel retailers. Design/methodology/approach – Content analysis was conducted on 2,521 web sites hosted by apparel retailers. Web sites of apparel retailers were identified from Stores Magazine “top 100 specialty retailers” and “top 100 retailers” listings, and Google search engine directory. Web sites were analyzed in terms of general characteristics of apparel retailers (e.g. apparel product categories, ability to purchase online, presence of brick‐and‐mortar stores). Two coders individually visited each web site and coded the contents. Findings – A total of 13 virtual communities hosted by apparel retailers were found. Apparel retailers selling casual merchandise to the young teen market had the strongest representation. Most of the virtual communities used bulletin or message board tools. About half of the virtual communities had registration requirements and rules or membership policies. Discussion topics of community members varied. Research limitations/implications – The small percentage of apparel retailers hosting virtual communities indicates that more evidence is needed to make it a compelling case for retailers to host virtual communities. Virtual communities may be of value to marketers for consumer research and feedback. Originality/value – This paper examines virtual communities of consumption hosted by companies that sell apparel products.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Jan 1, 2006

Keywords: Electronic commerce; Consumer behaviour; Retailing

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off