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首页> 外文期刊>Journal of Cleaner Production >Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers' perceptions based on twitter data mining
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Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers' perceptions based on twitter data mining

机译：时装品牌的生态友好性和时尚感性属性：基于Twitter数据挖掘的消费者认知分析

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This study explores if there is a convergence between the concepts of fashion and eco-friendliness in consumer perception of a fashion brand. We assume that increased eco-friendly perception will influence the brand image positively, with this impact being much higher for luxury than for high and fast fashion brands. The hypotheses are tested using data collected from Twitter. We analyzed the fashion clothing brands with the highest number of followers on the Socialbakers list and applied a novel social network mining methodology that allows measuring the relationship between each brand and two perceptual attributes (fashion and eco-friendliness). The method is based on attribute exemplars-that is, Twitter accounts that represent a perceptual attribute. Our exemplars catalyze social media conversations on fashion (identified in our research by the keywords "fashion," "glamour," and "style") and eco-friendliness (keywords "environment" and "ethical business"). Based on social network analysis theory, we computed a similarity function between the followers of the exemplars and those of the brand. The results suggest that there is a correlation between the fashion and the eco-friendliness perceptual attributes of a brand; however, this correlation is far stronger for luxury brands than for high and fast fashion brands. The difference in the correlations confirms the recent tendency of fashion luxury brand to increasingly consider treating environmental issues as part of their core business and not just as added value to the brand's offer. (C) 2019 Elsevier Ltd. All rights reserved.
机译：这项研究探讨了消费者对时尚品牌的看法中，时尚概念与生态友好之间是否存在融合。我们认为，增加的环保意识将对品牌形象产生正面影响，对奢侈品的影响要比对高级和快速时尚品牌的影响大得多。使用从Twitter收集的数据检验假设。我们分析了Socialbakers名单上关注度最高的时尚服装品牌，并应用了一种新颖的社交网络挖掘方法，该方法可测量每个品牌与两个感知属性（时尚和生态友好）之间的关系。该方法基于属性示例-即表示感知属性的Twitter帐户。我们的榜样促进了社交媒体关于时尚的对话（在我们的研究中，关键词为“时尚”，“魅力”和“风格”）和生态友好度（关键词为“环境”和“道德商业”）。基于社会网络分析理论，我们计算出了样本追随者与品牌追随者之间的相似度函数。结果表明，时尚与品牌的生态友好感之间存在相关性。但是，奢侈品牌的这种关联性要强于高级和快时尚品牌。相关性的差异证实了时尚奢侈品牌最近趋向于越来越多地考虑将环境问题视为其核心业务的一部分，而不仅仅是增加品牌产品的附加值。 （C）2019 Elsevier Ltd.保留所有权利。

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