The Influence of Digital Platforms-related Stimuli on Egyptian Women’s Effective Fashionism Involvement

Document Type : Original Article

Authors

1 Assistant Lecturer at the PR & Advertising Department, Faculty of Mass Communication, Cairo University.

2 Professor at the PR & Advertising Department, Faculty of Mass Communication, Cairo University.

Abstract

This paper is intended to identify the influence of five digital platforms-related stimuli, including online product information, visuality, entertainment, personalization, and economic benefits, on three fashion-related factors, called “Effective fashionism involvement”, which are the positive emotions during online fashion shopping, fashion involvement, and fashion-oriented hedonic consumption. The study depended on a mixed research method by applying both quantitative and qualitative research approaches, including an online survey administered to 400 Egyptian female consumers, aged between 18 to 45 years old. Then, six focus group discussions were conducted among 60 female participants of the same survey sample. The findings indicate that the five studied stimuli related to digital platforms’ features positively influence Egyptian women’s effective fashionism involvement. The results further showed that Egyptian females’ positive emotions during online fashion shopping have a positive influence on their fashion involvement, and fashion involvement also has a positive influence on Egyptian women’s fashion-oriented hedonic consumption.
 
 

Keywords

Files

Share

How to cite

Statistics