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The Effect of Marketing Activities to Apparel Brand Online Community on Interaction of Apparel Brand Community  

Hong, Hee-Sook (Dept. Clothing & Textiles, Cheju National University)
Kim, Gi-Euk (Dept. Clothing & Textiles, Cheju National University)
Publication Information
Fashion & Textile Research Journal / v.8, no.3, 2006 , pp. 286-294 More about this Journal
Abstract
The purpose of this study was to identify the effect of marketing activities to apparel brand community on interaction of the community. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. Data were analyzed by exploratory factor analysis, one-way ANOVA, scheffe-test. The results were as follows: Significant differences among three community groups classified based on the levels of interactions(interaction of company to members and interaction among members) were found in several types of marketing activities(award to activities, added services, conveyance of community's purpose and acceptance of negative responses) to apparel brand community. These types of marketing activities were operated in communities with high level interactions higher than in communities with low level interactions. Therefore, marketers need to operate these types of community marketing activities to increase interactions which can contribute members' satisfaction of interest, transaction and relationship needs through apparel brand online community.
Keywords
online community marketing; interaction; apparel brand community;
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Times Cited By KSCI : 2  (Citation Analysis)
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