El ewom visual en las comunidades de compra social del sector de la moda. El caso polyvore

Abstract

The rise and boom of social media (Herrera y Codina, 2015), its growth in terms of blogs among other digital media that feed off the content of what they provide to its members, have given rise to a new form of electronic commerce known as social purchase or social purchasing power, characterized by being a hybrid between social and electronic trade. The purpose of this investigation is to contribute a new perspective in studies related to the digital consumer, the content generated by the users (UGC), electronic word of mouth (eWom) and most importantly visual word of mouth (visual eWom) in social shopping communities. The general objective of this research is to study the different mechanisms that facilitate and support the visual eWom among Polyvore users as part of the marketing strategies utilized by high end brands within the community that consumes these products or brands.Visual eWom “is any message where the main information is visual, created by real customers or potential product, a brand or an institution. The brand element is the differentiating factor between eWom and UGC” (Ritveld et. al., 2016). A message has to meet various characteristics to be considered visual: 1) the brand component has to be present in the message, 2) the content needs to be at least 70% visual, 3) the message has to be created by a consumer or potential client, and 4) the message has to be publicly available on the web so that others can see it with the least effort (Ritveld et al, 2016)...