Skip to main content
SpringerLink
Log in

The effects of social network properties on the acceleration of fashion information on the web

  • Published:
Multimedia Tools and Applications Aims and scope Submit manuscript

Abstract

This study aims to investigate the acceptance of word-of-mouth information that is currently being disseminated between consumers in the internet fashion community. In particular, we suggest the network features formed in the internet fashion information community as variables influencing the acceptance of word-of-mouth information and analyze the actual effects in an empirical way. To do so, first of all, we conducted a social network analysis and investigated the features of the network spread patterns involving fashion information shared between community members. Thereafter, we set up the network variables as factor influencing the acceptance of fashion information in the internet and, including these variables, conducted a significance test on the impact of the informational properties and individual characteristic variables. As a result, in terms of the characteristics of the fashion community network, fashion information is produced intensively by a few information activists focusing on fashion information within the community and influences many information acceptors. In addition, as a result of hypothesis testing on the factors influencing the acceptance of the fashion information, we found that the informational properties, individual characteristic variables, as well as network characteristic variables, have a significant influence on the verbal acceptance, which confirms the importance of the network characteristic variables in the study of word of mouth marketing on the internet.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3

Similar content being viewed by others

References

  1. Ahn KH, Hwang SJ, Jung CJ (2010) Fashion Marketing. Suhaksa, Seoul

    Google Scholar 

  2. Bampo M, Ewing MT, Mather DR, Stewart D, Wallace M (2008) The effects of the social structure of digital networks on viral marketing performance. Inf Syst Res 19(3):273–290

    Article  Google Scholar 

  3. Barabasi A (2002) Linked: How everything is connected to everything else and what it means for business science and everyday life. Plum, NY

    Google Scholar 

  4. Bart B, Nick D, Davide M, Quang N, Sander VN, Bart VP, Albert AS, Alkim AAS (2011) Explorative visualization and analysis of a social network for arts: the case of deviantART. Joc 2(1):87–94

    Google Scholar 

  5. Bonacichi P (1987) Power and centrality: a family of measures. Am J Sociol 92:1170–1182

    Article  Google Scholar 

  6. Brickart B, Schinlder RM (2001) Internet forums as influential sources of consumer information. J Interact Mark 15(5):31–52

    Google Scholar 

  7. Brickart B, Shindler RM (2001) Internet forums as influential sources of consumer information. J Interact Mark 15(5):31–52

    Google Scholar 

  8. Burkhardt ME, Brass DJ (1990) Changing patterns or patterns of change: the effects of a change in technology on social network structure and power. Adm Sci Q 35:104–127

    Article  Google Scholar 

  9. Burt RS (1992) Structural holes: The social structure of competition. Harvard University Press, Cambridge, M.A

    Google Scholar 

  10. Cacioppo JT, Petty RE (1982) The need for cognition. J Personal Soc Psychol 42:116–131

    Article  Google Scholar 

  11. Celso MA, Rossi CA (2008) Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. J Acad Mark Sci 36:578–596

    Article  Google Scholar 

  12. Chevalier JA, Mayzlin D (2003) The effect of word of mouth on sales: online book reviews. pp. 1–30, NBER Working paper 10148

  13. Cohen J, Cohen P (1983) Applied multiple regression/correlation analysis for the behavioral science. Laerence Erlbaum Associates, Hilsdale, NJ

    Google Scholar 

  14. Cohen AR, Stotland E, Wolfe DM (2003) Am experimental investigation of need for cognition. J Abnorm Soc Psychol 51:291–294

    Google Scholar 

  15. Constant D, Sproull L, Kiesler S (1996) The kindness of strangers: the usefulness of electronic weak ties for technical advice. Organization science

  16. Davis FD (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q 13(3):319–339

    Article  Google Scholar 

  17. Deshpande R, Zaltman G (1982) Factor affecting the use of marketing research information. J Mark Res 19:14–31

    Article  Google Scholar 

  18. Elliott KM (2002) Understanding consumer-to-consumer influence on the web. Doctoral dissertation, Duke University

  19. Eric R, Ahmad Mohamed A (2010) Access control to objects and their description in the future network of information, JIPS, 359–374

  20. Geissler GL, Edison SW (2005) Market Mavens’ attitude toward. General technology: implications for marketing communications. Journal of Marketing Communication 11(2):73–94

    Article  Google Scholar 

  21. Granovetter M (1973) The strength of weak ties. Am J Sociol 78(6):1360–1380

    Article  Google Scholar 

  22. Han Kim (2008) Network analysis of and online community, Physics A. 387

  23. Hanneman RA, Riddle M (2005) Introduction to social network methods. University of California, Riverside, CA

    Google Scholar 

  24. Haugtvedt CP, Pretty RE, Cacioppo JC (1992) Need for cognition and advertising: understanding the role of personality variables in consumer behavior. J Consum Psychol 1(3):239–260

    Article  Google Scholar 

  25. Herr PM, Karde FR, Kim J (1991) Effects of word of mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective. J Consum Res 17(4):454–462

    Article  Google Scholar 

  26. Ibarra H, Andrew SB (1993) Network centrality, power, and innovation, involvement: determinants of technical and administrative roles. Acad Manag J 36(3):471–501

    Article  Google Scholar 

  27. Kaiser SB (1997) The social psychology of clothing. Fairchild, NY

    Google Scholar 

  28. Keller PM, Block LG (1997) Vividness effects: a resource-matching perspective. J Consum Res 24(3):295–304

    Article  Google Scholar 

  29. Kim YH (2007) Social network analysis. Parkyoungsa, Seoul

    Google Scholar 

  30. Kim MT, Lee JH (2007) Effects of consumer innovativeness and reference group compliance on use-diffusion and brand re-adoption of a convergence product. Korea Industrial Economics Association 20(3):1253–1278

    Google Scholar 

  31. Kim HS, Rhee EY, Yee JY (2008) Comparing fashion process networks and friendship networks in small groups of Adolescents. J Fash Mark Manag 12(4):545–564

    Google Scholar 

  32. Korea Communications Commission and Kisa (2010) Survey on the Internet Usage

  33. Laura G, Caroline H, Barry W (1997) Studying online social networks. J Comput-Mediat Commun 3(1):75–105

    Google Scholar 

  34. Lee TM (2004) The effects of components of interactivity on customer relationship building and purchase intentions in mobile environments. Korea marketing review 19(1):61–96

    Google Scholar 

  35. Lee EY (2004) Two factor model of on line word of mouth adoption and diffusion. Seoul national university

  36. Lee SL (2008) A study about the impacts of on-line community behaviors and individual characteristics on WOM effects. Korean Academic society of business administration 37(4):957–988

    Google Scholar 

  37. Lee HJ (2011) Analysis of business attributes in information technology environments, JIPS, 385–396

  38. Lee HS, Ahn KH, Ha YW (2008) Consumer behavior. Bubmonsa, Seoul

    Google Scholar 

  39. Lee HY, Chung EH, Lee JH (2007) Web2.0: Social diffusion of digital content. Institute of Information and Communications Policy

  40. Lee DH, Gu JE (2001) A study on the effect of on-line brand community. Korean Academic Society of Business Administration 16(2):115–139

    Google Scholar 

  41. Lee HS, Lim JH (2009) Marketing research. Bubmoonsa, Seoul

    Google Scholar 

  42. Moenaert RK, Souder WE (1990) An analysis of the use of extrafunction information by R&D and marketing personnel: review and model. Journal of Production Innovation Management 7:213–229

    Article  Google Scholar 

  43. No GY (2008) New media of communication and interactivity. Institute of information and communications policy

  44. Okleshen C, Grossbart G (1998) Usenet group, virtual community and consumer behaviors. Adv Consum Res 25(2):276–282

    Google Scholar 

  45. Omaima B (2011) Exploring consumers acceptance of mobile payments-an empirical study. IJITCC 1(2):173–185

    Article  Google Scholar 

  46. Park JS (1996) Study on uses of the computer-mediated communication, Ewha university

  47. Park CW (2007) Art world networks and art market performance—the case of fine art photography. Korean Journal of Sociology 41(4):280–317

    Google Scholar 

  48. Roehrich G (2004) Consumer innovativeness concepts and measurements. J Bus Res 57:671–677

    Article  Google Scholar 

  49. Rogers EM (2003) Diffusion of innovation 4th. Free Press, NY

    Google Scholar 

  50. Rogers EM (2003) Diffusion of innovation, 4th edn. Free Press, NY

    Google Scholar 

  51. Schiffman LG, Kanuk LL (1997) Consumer behavior 7th. Prentice Hall, Upper saddle River

    Google Scholar 

  52. Schrank HL, Gilmore DL (1973) Correlates of fashion leadership. Sociol Q 14:534–543

    Article  Google Scholar 

  53. Scott J (2000) Social network analysis: A handbook. Sage, London

    Google Scholar 

  54. Sen S, Lerman D (2007) Why are you telling me this? An examination into negative consumer reviews on the Web. J Interact Mark 21(4):76–94

    Article  Google Scholar 

  55. Song YT (2007) The effects of preannouncement on word of mouth diffusion in online community. Seoul national university

  56. Tong L, Fahiang Y, Yang L, Xueyuan K, Yue Y (2011) Trusted computing dynamic attestation using a static analysis based behavior model. Joc 2(1):61–68

    Google Scholar 

  57. Wang SJ (2010) Hierarchical key derivation scheme for group-oriented communication systems. IJITCC 1(1):66–76

    Article  Google Scholar 

  58. Wasserman S, Raust K (1994) Social network analysis. Cambridge University Press

  59. Watts DJ (2003) Networks, dynamics, and small-world phenomenon. Am J Sociol 105(2):493–527

    Article  Google Scholar 

  60. Wellman B (1992) Which types of ties and networks give what kinds of social support? Advances in Group Process 9:207–235

    Google Scholar 

  61. Wellman B, Boase J, Chen W (2002) The networked nature of community: on and off the internet. IT and Society 1(1):151–165

    Google Scholar 

  62. Wilton PC, Myers JG (1986) Task, expectancy, and information assessment effects in information utilization process. J Consum Res 12(March):469–485

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Sungkyunkwan University, Seoul, South Korea

    Kieun Song, Sunjin Hwang & Yunsik Kim

  2. Gyengnam National University of Science and Technology, Seoul, South Korea

    Youngsik Kwak

Authors
  1. Kieun Song
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Sunjin Hwang
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Yunsik Kim
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Youngsik Kwak
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Yunsik Kim.

Appendix

Appendix

Table 7 Details of constructs and measures in this study
Full size table

Rights and permissions

Reprints and permissions

About this article

Cite this article

Song, K., Hwang, S., Kim, Y. et al. The effects of social network properties on the acceleration of fashion information on the web. Multimed Tools Appl 64, 455–474 (2013). https://doi.org/10.1007/s11042-012-1068-2

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11042-012-1068-2

Keywords

Search

Navigation