Today, many fashion brands use social media marketing strategies to increase awareness about their brand and influence consumers’ decision-making patterns. Further, consumers use social media platforms to find relevant and reliable information for structuring their preferences and making evaluations. Web 2.0 tools in the digital age provide consumers with a plethora of interactive and user control information that helps them acquire and share brand information, which in turn impacts their purchase decision preferences. The bulk of the data produced by social media tools provides brand marketers with information about the consumers’ wants, beliefs, commitment habits, and purchasing intentions, which in turn is useful for the development and implementation of marketing strategies.

Social Media and Online Consumer Decision Making in the Fashion Industry provides critical research on effective methods, techniques, and tools for evaluating the impacts of social media on the consumer decision-making process. The book explores the pertinence of web-based social media tools and how the fashion business sector can benefit from social media innovation approaches in digital environments. Covering topics such as mobile apps, consumer decision-making processes, and communication technologies, this book is ideal for students, brand executives, marketing professionals, researchers interested in social media technology, and more.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Communication Technology
Consumer Decision-Making Processes
Future of Social Media
Information Technology
Mobile Applications
Social Media Influencers
Textiles, Clothing, and Fashion
Web-Based Social Media Platforms

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Editor/Author Biographies

Theodore Tarnanidis is an Adjunct Lecturer at the International Hellenic University & Researcher in Applications of MCDA in Digital Marketing at the department of Business Administration, University of Macedonia, Greece. He made his post-doc research in the area of sustainable entrepreneurship from the University of Macedonia. He obtained a Ph.D. from the University of London Met., UK. He received his M.B.A from Liverpool University, UK and is a graduate from the University of Macedonia (Business Administration) and Alexander Technological Educational Institute (Marketing). His research focuses on Decision-Making Processes in Sustainable Innovations and Entrepreneurship, Conjoint Models and preference measurement techniques, modelling of purchases and consumer behaviour. His work has been published in various internationally renowned scientific conferences (Academy of Marketing, European Marketing Academy, PROMETHEE Days, Hellenic Operational Research) and in journals.

Evridiki Papachristou is an Assistant Professor at International Hellenic University, School of Design Sciences, Faculty of Creative Design and Clothing. She is also a research member of the CAD/CAM Lab (Technical University of Crete- School of Production Engineering & Management). Recent research projects involve a Conceptual Fashion Product Design Assisted by Artificial Intelligence - AI-CFPD, andi-mannequin a Digital Platform for the Design and Rapid Garment Prototyping - both co-financed by Greece and the EU. After many years spent researching and practicing the effective integration of 3D virtual prototype in the apparel industry, she is currently conducting applied research on the intersection of fashion and data mining and knowledge discovery, to further the technology and its adoption. Evridiki is also interested in the role of Industry 4.0 in creating institutional, social and cultural change towards more sustainable and circular practices. She is the scientific responsible for an Erasmus+ Capacity Building program, 3DGarT (3D Garment Training) and co-ordinator of Erasmus+ Capacity Building program 3D4U (3D for Ukraine). Her work has been published in various scientific journals (International Journal of Advanced Manufacturing Technologies, Journal of Textile Science & Engineering, Machines, Journal of Sustainable Engineering, Technologies, Journal of Textile Engineering & Fashion Technology) and in numerous international conferences (AUTEX, FAIM, PI APPAREL, SETN, 3DBodyTech, DFI, ICMI, DCAC). She has also appeared as a 3D expert in WhichPLM.com, a fashion technology editorial.

Mike Karypidis is a textile engineer, active both academically and in the textile industry for almost two decades. His orientation towards textiles emanates from his family textile business.His background is multicultural, having graduated from a public high school in Minnesota, USA. He pursued his undergraduate studies at UMIST (University of Manchester Institute of Science and Technology, UK) to receive a B.Sc. degree in Textile Science and Technology/Chemistry and a PhD in Textile Technology in 2001, sponsored by the EPSRC (Engineering and Physical Sciences Research Centre) and as a member of the University of Manchester's Total Technology Group. A subsequent M.B.A. (Executive) degree enhanced his interdisciplinary knowledge and enabled him to advance his professional career in the textile business of the medical and workwear sector for 19 years. He lectures since 2004, at the Faculty of Design and Production of Clothing of the Alexander Technological Educational Institute of Thessaloniki, taken over by the Technological University of Central Macedonia, Greece. In 2019 the institution merged with the International Hellenic University and the Faculty integrated in the Creative Design and Clothing of the School of Design Sciences, where he presently works as an Assistant Professor. His work has been presented at international scientific conferences and published in academic periodicals.

Vasileios Ismyrlis holds the position of Statistician at the Greek Statistical Authority (EL.STAT) since the April of 2014 and he is an Adjunct Lecturer and a researcher at Hellenic Open University. He had also been an administrative employee for eleven years, in the social insurance institute IKA-ETAM. He has also a two-years of experience in a bank and an experience teaching financial and statistical lessons in vocational post-secondary education and universities. He graduated with a degree in "Statistics and Insurance sciences" from the University of Piraeus. His postgraduate studies are in the field of "Quality Assurance". He obtained his Ph.D. in "Quality management and Multidimensional statistics", from the Department of Business Administration of the University of Macedonia, Greece. He had authored eighteen journal articles and conference proceedings publications. Mr. Ismyrlis’ current research interests include Multidimensional statistics, Applied statistics, Social Statistics, Biostatistics, Human resources management, Quality management, and Time series. He has fluency in the written and spoken English language and an adequate knowledge of French.

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