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      저자 : Ronald J. Ferguson (검색결과 1 건)
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        Gaining Millennial women’s support for a fashion show: Infl uence of fashion experiences, gender identity and cause-related Facebook appeals

        Aela Salman,Ronald J. Ferguson,Michèle Paul,Kaspar Schattke 한국마케팅과학회 2016 Journal of Global Fashion Marketing Vol.7 No.2

        The present research was designed to examine the effects of Millennial women’s past fashion experiences and gender identity on both online and offline support of a luxury fashion show from a cause-related social media perspective, while investigating the specific relative effects of manipulating the promotion of the fashion products and of the charitable cause. A Conditional Process Model proposed a direct effect of Millennial women’s history of fashion experiences on their online and offline support of a fashion show. Female gender identity was proposed as a mediator of this direct eff ect and the Facebook event page appeal (augmented cause versus augmented fashion) as the moderator. The participants were ( N = 218) female Millennials at a Canadian university business school. Data collection was conducted online in two phases using Qualtrics. Gender identity was found to be an important predictor of online and offl ine support of a fashion show promoted on Facebook. It also signifi cantly mediated any eff ect of Millennial women’s past fashion experiences on this event support. Also, compared to a normal product-oriented Facebook appeal, one that included an emotional link to the cause produced greater online and offline support for the fashion show and attracted a wider clientele. This unique online study of digitally savvy and socially conscious Millennial women can inform both fashion businesses and non-profit organizations of the mutual advantages of ensuring an adequate emphasis on the cause in their cause-related fashion marketing. It also brings to light the importance of addressing social media communication to characteristics of female gender identity.

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