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DOI :10.26650/CONNECTIST2022-226302   IUP :10.26650/CONNECTIST2022-226302    Full Text (PDF)

The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing

Chloe Carr

The rise of online shopping has encouraged online retailers to discover new ways to ensure consumers have a positive experience when searching for information within the competitive landscape. User-generated content (UGC) can be conveyed in a variety of formats and contexts, such as reviews, photos, forum posts, testimonials, and much more (Fader & Winer, 2012). The purpose of this research is to investigate and compare SHEIN, which hosts the functionality to post UGC in the form of reviews with photos, and PrettyLittleThing, which does not allow the functionality for UGC in any form. Very limited literature explores UGC in the fashion clothing industry amongst the young, upcoming generations. To address this, a sample of 12 females aged 18 to 26-years-old participated in semi in-depth interviews to discover the impact of user-generated content on the information search stage of the consumer decision-making process. This research adds to the current UGC body of knowledge in the form of photos with reviews in the fashion industry via a case study context. The findings emphasize the positive influence UGC (in the form of reviews with photos) has on the information search stage of the consumer decision-making process.

Keywords: User-generated content, reviews with photos, consumer decision-making process, information search, online shop
DOI :10.26650/CONNECTIST2022-226302   IUP :10.26650/CONNECTIST2022-226302    Full Text (PDF)

Kullanıcı tarafından oluşturulan içeriğin moda endüstrisindeki etkisi: SHEIN ve PrettyLittleThing üzerine bir vaka çalışması

Chloe Carr

Çevrimiçi alışverişin yükselişi, çevrimiçi markaları, tüketicilerin rekabet ortamında bilgi ararken olumlu bir deneyim yaşamalarını sağlamanın yeni yollarını keşfetmeye özendirmektedir. Kullanıcıların yarattığı içerikler (KYİ), tüketici yorumları, forum gönderileri, kullanıcı fotoğrafları gibi farklı biçimlerde ve bağlamlarda karşımıza çıkmaktadır (Fader & Winer, 2012). Bu araştırmanın amacı, kullanıcıların yarattığı içeriklerden biri olan fotoğraflı yorum kullanımını alışveriş sayfalarında kullanan SHEIN ile bu hizmeti tüketicilere sunmayan PrettyLittleThing’i araştırmak ve karşılaştırmaktır. Moda giyim endüstrisinde genç ve gelecek nesiller arasında kullanıcıların yarattığı içerikler üzerine yapılan arastırmalar sınırlıdır. Bu çalışmada yaşları 18 ila 26 arasında değişen 12 kadın tüketiciyle, kullanıcı tarafından yaratılan içeriğin, tüketicinin karar verme sürecindeki aşamalarından biri olan, bilgi arama üzerindeki etkisini araştırmak amacıyla derinlemesine görüşmeler gerçekleştirilmiştir. Bu araştırma, moda endüstrisinde kullanıcılar tarafından geliştirilen icerik örneklerinden biri olan fotoğraflı yorumlar literatürüne vaka çalışması ile katkıda bulunmaktadır. Bulgular, markaların sayfalarında yer alan fotoğraflı yorumların tüketici karar verme sürecinin bilgi arama aşaması üzerindeki olumlu etkisini ortaya koymaktadır.

Keywords: Kullanıcı tarafından oluşturulan içerik, fotoğraflı değerlendirmeler, tüketici karar verme süreci, bilgi arama, çevrimiçi alışveriş

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APA

Carr, C. (2022). The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing. Connectist: Istanbul University Journal of Communication Sciences, 0(63), 27-57. https://doi.org/10.26650/CONNECTIST2022-226302


AMA

Carr C. The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing. Connectist: Istanbul University Journal of Communication Sciences. 2022;0(63):27-57. https://doi.org/10.26650/CONNECTIST2022-226302


ABNT

Carr, C. The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing. Connectist: Istanbul University Journal of Communication Sciences, [Publisher Location], v. 0, n. 63, p. 27-57, 2022.


Chicago: Author-Date Style

Carr, Chloe,. 2022. “The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing.” Connectist: Istanbul University Journal of Communication Sciences 0, no. 63: 27-57. https://doi.org/10.26650/CONNECTIST2022-226302


Chicago: Humanities Style

Carr, Chloe,. “The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing.” Connectist: Istanbul University Journal of Communication Sciences 0, no. 63 (Apr. 2024): 27-57. https://doi.org/10.26650/CONNECTIST2022-226302


Harvard: Australian Style

Carr, C 2022, 'The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing', Connectist: Istanbul University Journal of Communication Sciences, vol. 0, no. 63, pp. 27-57, viewed 23 Apr. 2024, https://doi.org/10.26650/CONNECTIST2022-226302


Harvard: Author-Date Style

Carr, C. (2022) ‘The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing’, Connectist: Istanbul University Journal of Communication Sciences, 0(63), pp. 27-57. https://doi.org/10.26650/CONNECTIST2022-226302 (23 Apr. 2024).


MLA

Carr, Chloe,. “The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing.” Connectist: Istanbul University Journal of Communication Sciences, vol. 0, no. 63, 2022, pp. 27-57. [Database Container], https://doi.org/10.26650/CONNECTIST2022-226302


Vancouver

Carr C. The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing. Connectist: Istanbul University Journal of Communication Sciences [Internet]. 23 Apr. 2024 [cited 23 Apr. 2024];0(63):27-57. Available from: https://doi.org/10.26650/CONNECTIST2022-226302 doi: 10.26650/CONNECTIST2022-226302


ISNAD

Carr, Chloe. “The impact of user-generated content in the fashion industry: A case study of SHEIN and PrettyLittleThing”. Connectist: Istanbul University Journal of Communication Sciences 0/63 (Apr. 2024): 27-57. https://doi.org/10.26650/CONNECTIST2022-226302



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Submitted27.09.2022
Accepted25.11.2022
Published Online30.12.2022

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