Management and Marketing Research Seminar – Fashion Social Media
| Dates: | 7 November 2018 |
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| Times: | 13:00 - 14:30 |
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| What is it: | Seminar |
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| Organiser: | Department of Materials |
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| How much: | Free |
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| Speaker: | Xuefeng Huang, Mohd Zaimuddin Mohd Zain |
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Our 2 presenters will be PhD students Xuefeng Huang, who has recently submitted her thesis, and Mohd Zaimuddin Mohd Zain, who is about to submit.
Xuefeng’s topic is:
'How social media marketing influences customer engagement in dialogic co-creation activities from a customer-dominant perspective: A study of Chinese female fast fashion shoppers'.
This study applies Customer-Dominant Logic to investigate young Chinese female customers' online social behaviours on a Chinese social networking site and uses mixed methods
(netnography and survey) find out how customers create value through content-generation and dialogic co-creation.
Mohd’s topic is:
‘The influence of fashion bloggers on Generation Y Malay females’ fashion consumption’.
This study takes a qualitative approach of netnography and consumer interviews to investigate how Malay female Generation Y fashion consumers are influenced by fashion bloggers to balance
fashion trends, religious values and cultural context when shopping for fashion in Malaysia. It explores the role of the Muslim female in an emergent fashion market, and analyses the distinctive
characteristics of Malay fashion bloggers as opinion leaders in the fashion/faith landscape.
Speakers
Xuefeng Huang
Organisation: The University of Manchester
Mohd Zaimuddin Mohd Zain
Organisation: The University of Manchester
Travel and Contact Information
Find event
B46
Sackville Street Building
Manchester
