Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Marketing Activities to Apparel Brand Online Community on Interaction of Apparel Brand Community

의류 브랜드 커뮤니티에 대한 마케팅 활동이 커뮤니티의 상호작용성 증대에 미치는 영향

  • Hong, Hee-Sook (Dept. Clothing & Textiles, Cheju National University) ;
  • Kim, Gi-Euk (Dept. Clothing & Textiles, Cheju National University)
  • Received : 2005.09.23
  • Published : 2006.06.30
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Abstract

The purpose of this study was to identify the effect of marketing activities to apparel brand community on interaction of the community. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. Data were analyzed by exploratory factor analysis, one-way ANOVA, scheffe-test. The results were as follows: Significant differences among three community groups classified based on the levels of interactions(interaction of company to members and interaction among members) were found in several types of marketing activities(award to activities, added services, conveyance of community's purpose and acceptance of negative responses) to apparel brand community. These types of marketing activities were operated in communities with high level interactions higher than in communities with low level interactions. Therefore, marketers need to operate these types of community marketing activities to increase interactions which can contribute members' satisfaction of interest, transaction and relationship needs through apparel brand online community.

Keywords

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