A typology of fashion consumers based on motivations to interact with brands in social media : the ZARA case

• Autor(a) principal: Mata, Maria Duran Pantoja
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/21886
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This thesis main aim is focused on better understand the motivations to interact with brands in social media, applied to Zara. More specifically, the objective is to recognize and explore the fashion consumer profiles, taking into account psychographic (personality) and sociodemographic characteristics. The objective is to provide insights about “who” are the fashion consumers based on their motivations to interact with Zara in social media. In order to assess fashion consumers’ profiles the motivation scale developed by Enginkaya and Yilmaz (2014) and the personality scale developed by Baird et al., (2006) were adapted and used on this study. The study is exploratory and quantitative. An online and self-administered questionnaire was developed and data collection was applied among individuals who are simultaneously Zara clients and followers on the brand social media pages. Cluster analysis was used in order to segment Zara consumers using the 250 valid answers collected in the online questionnaire. Regarding the results, two segments of consumers were identified (Opportunity Motivated and Entertainment & Investigation Motivated). Both segments have identical sociodemographic profiles, however the segments differ on consumers’ personality traits and frequency of shopping at Zara. The Opportunity Motivated segment is consisted mostly by agreeable and open consumers and agreeable and conscious consumers comprise the Entertainment & Investigation Motivated segment. The theoretical framework proposed might help to support organizations to better understand the fashion consumer’s motivations to interact with fashion brands on social networks. It also helps managers and marketers to develop better market strategies for these segments.