This study investigates the impact of social network online communities on the information-seeking behavior and decision-making process of female college students during apparel shopping. It finds a positive link between commitment to a social network online community and information-seeking behavior, influenced by psychological attachment to the community. Although the study suggests that group conformity sensitivity might moderate this relationship, no significant statistical evidence was found. The research highlights the importance of engaging and enjoyable community interactions for apparel retailers looking to build brand loyalty through online communities.
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Park, Huiju, and Hira Cho. "Social network online communities: information sources for apparel shopping." Journal of Consumer Marketing 29.6 (2012): 400-411.
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