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

Year 2022, Issue: 63, 27 - 57, 30.12.2022

Chloe Carr

https://doi.org/10.26650/CONNECTIST2022-226302

Abstract

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 shopping

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

Abstract

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, User-generated content, reviews with photos, consumer decision- making process, information search, online shopping

References

• Agarwal, M. (2020). Importance of User Generated Content as a part of Social Media Marketing that drives Customer’s Brand Awareness and Purchase Intentions. The International journal of analytical and experimental modal analysis, 12(2), 3071-3089. https://doi.org/10.13140/RG.2.2.33503.61609
• Apeagyei, P. (2008). Significance of body image among UK female fashion consumers: The cult of size zero, the skinny trend. International Journal of Fashion Design, Technology and Education, 1(1), 3-11. https://doi. org/10.1080/17543260701867697
• Archibald, M., Ambagtsheer, R., Casey, M. & Lawless, M. (2019). Using zoom video conferencing for qualitative data collection: perceptions and experiences of researchers and participants. International Journal of Qualitative Methods, 18(1), 1-8. https://doi.org/10.1177/1609406919874596
• Bahtar, A. & Muda, M. (2016). The Impact of User – Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework. Procedia Economics and Finance, 37(1), 337-342. https://doi. org/10.1016/S2212-5671(16)30134-4
• Bakri, M., Krisjanous, J. & Richard, J. (2020). Decoding service brand image through user-generated images. Journal of Services Marketing, 34(4), 429-442. https://doi.org/10.1108/JSM-11-2018-0341
• Barbosa dos Santos, M. (2021). The “so-called” UGC: an updated definition of user-generated content in the age of social media. Online Information Review, 1468-4527. https://doi.org/10.1108/OIR-06-2020-0258
• Bhatia, V. (2019). Impact of fashion interest, materialism and internet addiction on e-compulsive buying behaviour of apparel. Journal of Global Fashion Marketing, 10(1), 66-80. https://doi.org/10.1080/20932685.2 018.1544502
• Bucko, J., Kakalejčík, L. & Ferencová, M. (2018). Online shopping: Factors that affect consumer purchasing behaviour. Cogent Business & Management, 5(1), 1-15. https://doi.org/10.1080/23311975.2018.1535751 Business Today. (2021). How Burberry capitalised on the social media revolution. Retrieved July, 11, 2021 from https:// www.businesstoday.in/magazine/lbs-case-study/story/burberry-social-media-initiative -39206-2013-01-19
• Cheong, H. & Morrison, M., (2008). Consumers reliance on product information and recommendations found in UGC. Journal of Interactive Advertising, 8(2), 38-49. https://doi.org/10.1080/15252019.2008.10722141
• Cheung, C., Liu, I. & Lee, M. (2015). How online social interactions influence customer information contribution behavior in online social shopping communities: A social learning theory perspective. Journal of the Association for Information Science and Technology, 66(12), 2511-2521. https://doi.org/10.1002/asi.23340
• Colicev, A., Kumar, A. & O’Connor, P. (2019). Modeling the relationship between firm and user generated content and the stages of the marketing funnel. International Journal of Research in Marketing, 36(1), 100-116. https://doi.org/0.1016/j.ijresmar.2018.09.005
• Crowston, K. & Fagnot, I. (2018). Stages of motivation for contributing user-generated content: A theory and empirical test. International Journal of Human-Computer Studies, 109(1), 89-101. https://doi.org/10.1016/j. ijhcs.2017.08.005
• Daugherty, T., Eastin, M. & Bright, L. (2008). Exploring consumer motivatins for creating user-generated content. Journal of Interactive Advertising, 8(2), 16-25. https://doi.org/ 10.1080/15252019.2008.10722139
• Dibb, S., Simkin, L., Pride, W. & Ferrell, O. (2012). Marketing: Concepts and Strategies. 6th ed. Andover: Cengage Learning.
• Fader, P. & Winer, R. (2012). Introduction to the special ıssue on the emergence and ımpact of user-generated content. Marketing Science, 31(3), 369–371. https://doi.org/10.1287/mksc.1120.0715
• Flanagin, A. & Metzger, M. (2013). Trusting expert- versus user-generated ratings online: The role of information volume, valence, and consumer characteristics. Computers in Human Behavior, 29(1), 1626-1634. https://doi. org/10.1016/j.chb.2013.02.001
• Forbes. (2017). 5 Differences Between Marketing To Millennials Vs. Gen Z. Retrieved September, 21, 2021 from: https://www.forbes.com/sites/deeppatel/2017/11/27/5-d%E2%80%8Bifferences-%E2%80%8Bbetween- %E2%80%8Bmarketing-%E2%80%8Bto%E2%80%8B-m%E2%80%8Billennials-v%E2%80%8Bs%E2% 80%8B-%E2%80%8Bgen-z/?sh=68f9850d2c9f
• Goh, K., Heng, C. & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer generated content. Information Systems Research, 24(1), 88-107. http:// dx.doi.org/10.1287/isre.1120.0469
• Hair, M. & Ozcan, T. (2018). How reviewers use of profanity affects perceived usefulness of online reviews. Mark Lett, 29(1), 151-163. https://doi.org/ 10.1007/s11002-018-9459-4
• Halliday, S. (2016). User-generated content about brands: Understanding its creators and consumers. Journal of Business Research, 69(1), 137-144. https://doi.org/ 10.1016/j.jbusres.2015.07.027
• Hazari, S., Bergiel, B. & Sethna, B. (2017). Hedonic and utilitarian use of user-generated content on online shopping websites. Journal of Marketing Communications, 23(6), 572-591. ttps://doi.org/10.1080/13527266. 2016.1143383
• Instagram. (2021). #artofthetrench. Retrieved July, 11, 2021 from: https://www.instagram.com/explore/tags/art ofthetrench/?hl=en
• Karunakaran, K. (2008). Marketing Management. 1st ed. Mumbai: Himalaya Publishing House.
• Kasuma, J. et al. (2020). Factors influencing customers intention for online shopping. International Journal of Modern Trends in Business Research, 3(11), 31-41.
• Kim, J., Kim, M. & Lennon, S. (2009). Effects of web site atmospherics on consumer responses: music and product presentation. Direct Marketing: An International Journal, 3(1), 4-19. https://doi.org/10.1108/ 17505930910945705 Kiran, P. & Srivastava, A. (2020). Brunt of online product reviews over customers assessment on online platform Instagram. Adhyayan: A Journal of Management Sciences, 10(1), 14-22. https://doi.org/10.21567/10.21567/ adhyayan.v10i1.3
• Kotler, P. (2017). Principles of Marketing. 7th ed. Harlow: Pearson Education.
• Li, C. & Ku, Y. (2018). The power of a thumbs-up: Will e-commerce switch to social commerce?. Information & Management, 55 (3), 340-357. https://doi.org/10.1016/j.im.2017.09.001
• Marengo, D., Longobardi, C., Fabris, M. & Settanni, S. (2018). Highly-visual social media and internalizing symptoms inadolescence: The mediating role of body image concerns. Computers in Human Behavior, 82, 63-69. https://doi.org/10.1016/j.chb.2018.01.003
• McKinsey & Company. (2018). True Gen: Generation Z and its implications for companies. Retrieved June,14, 2021 from: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation -z-and-its-implications-for-companies#
• McKinsey & Company. (2020). The State of Fashion 2020. Retrieved September, 18, 2021 from https://www. mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/the%20state%20of%20fashion%20 2020%20navigating%20uncertainty/the-state-of-fashion-2020-final.pdf
• McNeill, P. & Chapman, C. (2005). Research Methods. 3rd ed. New York: Routledge.
• McWilliam, G. (2000). Building Stronger Brands through online communities. Sloan Management Review, 41(1), 43-45.
• Melumad, S., Inman, J. & Pham, M. (2019). Selectively emotional: How smartphone use changes user-generated content. Journal of Marketing Research, 56(2), 259-275. https://doi.org/10.1177/0022243718815429
• Mendes-Filho, L., Mills, A., Tan, F. & Milne, S. (2018). Empowering the traveler: an examination of the impact of user-generated content on travel planning. Journal of Travel and Tourism Marketing, 35(4), 425-436. https:// doi.org/10.1080/10548408.2017.1358237
• Mintel. (2019).How retailers are shifting focus to appeal to Gen Z shoppers.Retrieved June, 28, 2021 from https:// reports.mintel.com/display/986080/?fromSearch=%3Ffreetext%3Dgeneration%2520z%2520shopping %2520habits
• Momeni, E., Cardie, C. & Diakopoulos, N. (2015). A survey on assessment and ranking methodologies for user- generated content on the web. ACM Computing Surveys, 48(3), 2-49. https://doi.org/10.1145/2811282
• Muller, J. & Christandl, F. (2019). Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96(1), 46-55. https://doi.org/10.1016/j.chb.2019.02.006
• Neuman, L.. (2014). Social Research Methods, Qualitative and Quantitative Approaches. 7th ed. Harlow: Pearson.
• Nightingale, S., Wade, K. & Watson, D. (2017). Can people identify original and manipulated photos of real-world scenes?. Cognitive Research: Principles and Implications, 2(30), 1-21.
• Nunan, D., Birks, D. & Malhotra, N. (2020). Marketing Research: Applied Insight. 6th ed. Harlow: Pearson Education, Limited.
• PrettyLittleThing. (2021). About PLT. Retrieved August, 7, 2021 from https://www.PrettyLittleThing.com/about
• PrettyLittleThing (2021). International Delivery. Retrieved August, 7, 2021 from https://www.PrettyLittleThing.ie/ international-delivery?refresh=1628551741832
• PrettyLittleThing. (2021). Orange Abstract Ribbed Long Sleeve Bodycon Dress. Retrieved September, 21, 2021 from: https://www.PrettyLittleThing.com/orange-abstract-ribbed-long-sleeve-bodycon dress.html?utm_source= google&utm_medium=cpc&utm_campaign=google_shopping&utm_content=uk&utm_term=product_ target&istCompanyId=3b233929-048d-4b79-a672-b37827e7282d&istFeedId=995a74
• Qazzafi, S., (2019). Consumer buying decision process toward products. International Journal of Scientific Research and Engineering Development, 2(5), 130-134.
• Schlosser, A. (2005). Posting versus lurking: communicating in a multiple audience context. Journal of Consumer Research, 32(3), 260-265. https://doi.org/10.1086/432235
• Sethna, B., Hazari, S. & Bergiel, B. (2017). Influence of user generated content in online shopping: impact of gender on purchase behaviour, trust, and intention to purchase. International Journal of Electronic Marketing and Retailing, 8(4), 344-371. https://doi.org/ 10.1504/IJEMR.2017.10008550
• SHEIN. (2021). About receiving SHEIN points. Retrieved September, 21, 2021 from https://www.SHEIN.co.uk/ bonus-point-program-a-371.html#ps-t2
• SHEIN. (2021). About Us. Retrieved August, 7, 2021 from https://www.SHEIN.co.uk/About-Us-a-117.html
• SHEIN. (2021). Floral Print Surplice Neck Elastic Waist Dress. Retrived September, 21, 2021 from https://www. SHEIN.co.uk/Floral-Print-Surplice-Neck-Elastic-Waist-Dress-p-2985237-cat 1727.html?url_from=ukadplasw 210623 9414914046XL&gclid=EAIaIQobChMIv8Xcs_Ow8wIViMLtCh1_RgQJEAYYASABEgJKLvD_BwE
• Sherlekar, S., Prasad, K. & Victor, S. (2010). Principles of Marketing. 1st ed. Mumbai: Himalaya Publishing House.
• Social Media Week. (2020). How UGC is Redefining Marketing in 2020. Retrieved June, 27, 2017 from https:// socialmediaweek.org/blog/2020/02/how-ugc-is-redefining-marketing-in-2020/
• Tight, M. (2017). In Understanding case study research. 1st ed. London: SAGE Publications Ltd.
• Tiggemann, M. & Anderberg, I. (2020). Social media is not real: The effect of ‘Instagram vs reality’ images on women’s social comparison and body image. New media & Society, 22(12), 2183–2199. https://doi. org/10.1177/1461444819888720
• Vazquez, D. et al. (2021). Examining the influence of user-generated content on the fashion consumer online experience. Journal of Fashion Marketing and Management: An International Journal, 25(3), 528-547.
• Vries, E. (2019). When more likes is not better: the consequences of high and low likes-to-followers ratios for perceived account credibility and social media marketing effectiveness. Marketing Letters, 30(1), 275-291. https://doi.org/10.1007/s11002-019-09496-6
• Wyrwoll, C. (2014). Social Media Fundamentals, Models, and Ranking of User-Generated Content. 1st ed. Hamburg: Springer Vieweg.
• Zak, S. & Hasprova, M. (2019). The role of influencers in the consumer decision-making process’. Globalization and its Socio-Economic Consequences, 74, 1-7. https://doi.org/10.1051/shsconf/20207403014