Sharing personal experiences and online consumer engagement: A case study of Glossier
Date
2021-09-07
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Global Fashion Marketing
Abstract
Social media has become influential in the fashion and beauty marketplace where digital communication centers around consumer interests in products and brands. This case study examines how sharing of personal experiences on the digital communication platforms of the Glossier beauty brand influences consumer engagement in an online brand community. In-depth interviews of thirteen consumers of the Glossier brand and its social media channels were conducted. The qualitative method allows the researchers to capture the rich context of the consumer experience and the social reality of online community members through their own words. This case study offers insight into how social media communication, moving beyond simple product reviews, allows a direct-to-consumer brand to effectively leverage the personal experiences of their consumers as a catalyst for learning, advocating for the brand, co-developing the brand, and building consumer and brand relationships. A new perspective from Brodie et al.’s consumer engagement model highlights key interrelated processes that evolve from the sharing of consumer experiences and adding value to building a robust brand community.
Description
This article was originally published in Journal of Global Fashion Marketing. The version of record is available at: https://doi.org/10.1080/20932685.2021.1947150
Keywords
Social media, beauty, cosmetic, online, engagement, direct-to-consumer
Citation
Paintsil, Ashley, and Hye-Shin Kim. “Sharing Personal Experiences and Online Consumer Engagement: A Case Study of Glossier.” Journal of Global Fashion Marketing, September 7, 2021, 1–15. https://doi.org/10.1080/20932685.2021.1947150.