Open AccessActive Participation of E-Consumer: A Qualitative Analysis From Fashion Retailer Perspective
Author(s) -
Carlota LorenzoRomero,
María-Encarnación Andrés-Martínez,
María Cordente-Rodríguez,
Miguel Ángel Gómez Borja
Publication year - 2021
Publication title -
sage open
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.357
H-Index - 32
ISSN - 2158-2440
DOI - 10.1177/2158244020979169
Subject(s) - perspective (graphical) , business , qualitative research , value (mathematics) , marketing , qualitative analysis , co creation , fashion industry , work (physics) , qualitative property , knowledge management , public relations , sociology , clothing , mechanical engineering , social science , archaeology , machine learning , artificial intelligence , computer science , political science , engineering , history
This work aims to study the web innovation strategies used by Spanish companies in the fashion and accessories sector, with the specific aim of analyzing co-creation as an innovation strategy so that this link with customers will improve efficiency and effectiveness in decision-making. Qualitative research was carried out through in-depth interviews with Spanish professionals and companies in the fashion and accessories sector. Then, a theoretical model was proposed. This model integrates value co-creation, social networking, participation, engagement, feedback, and other variables. This qualitative analysis has relevant value for the professional sector because there are many papers from consumers’ perspective; however, studies from the retail sector’s perspective are less common in the literature. This study contributes ideas for the strategy of co-participation with clients to improve the activity and management of fashion companies.