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Media technology shifts: Exploring millennial consumers' fashion‐information‐ seeking behaviors and motivations
Author(s) -
Jones Aimee,
Kang Jiyun
Publication year - 2020
Publication title -
canadian journal of administrative sciences / revue canadienne des sciences de l'administration
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.347
H-Index - 48
eISSN - 1936-4490
pISSN - 0825-0383
DOI - 10.1002/cjas.1546
Subject(s) - gratification , popularity , social media , seekers , advertising , thematic analysis , autonomy , netnography , digital media , clothing , media consumption , information seeking , qualitative research , internet privacy , business , sociology , psychology , computer science , world wide web , political science , social psychology , social science , library science , law
Abstract There has been an evident decline in the number of subscriptions for traditional media while the digital forms of consumer‐centric media, specifically in the fashion area, including fashion blogs and social media, have ascended to unprecedented popularity for information‐seeking, especially with millennials. Despite the transformation of media consumption patterns, the literature has primarily focused on information givers' perspectives, while it has paid little attention to information seekers' standpoints. Utilizing thematic analysis of qualitative data collected from six focus groups, we found key motivations driving millennials to turn to digital fashion media for their information needs: search autonomy, virtual storage, instant gratification, visual inspiration, gratuitous information, and authenticity. This study provides insight into how to strategically respond to consumers' needs in the current digitalized media environment.