Indian women and Facebook apparels brand communities: a study with reference to Koovs, Myntra and Shein
by Kanupriya
International Journal of Technology Marketing (IJTMKT), Vol. 15, No. 2/3, 2021

Abstract: The objective of this study, in line with an increased emphasis on digitisation in India, is to assess the relationship among the factors of affective female engagement with the apparels online brand communities, sustained commitment of female customers towards the brands and persistent intent to purchase the brand as a result of engagement with the online brand communities. With the aid of content analysis of online apparels brands such as Koovs, Myntra and Shein, this paper brings to the fore the centrality of affective factors in ensuring greater engagement of women and consequently, enhanced value co-creation for the brands in question. The central finding of this study is that women once affectively engaged with the online brands are highly likely to express their sustained intent to use the same thereby leading to value co-creation for the customers and the brands in the future.

Online publication date: Fri, 15-Oct-2021

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