The nature and determinants of user-generated content for dissatisfied customers: evidence from second-hand luxury fashion brands

Ozuem, Wilson and Ranfagni, Silvia and Willis, Michelle and Howell, Kerry and Rovai, Serena (2024) The nature and determinants of user-generated content for dissatisfied customers: evidence from second-hand luxury fashion brands. Qualitative Market Research: An International Journal. ISSN 1352-2752

Creators:
Ozuem, Wilson and Ranfagni, Silvia and Willis, Michelle and Howell, Kerry and Rovai, Serena
Description/Abstract:

Purpose
We examined the links between user-generated content (UGC), dissatisfied customers and second-hand luxury fashion brands. A central premise of luxury fashion brands is the perceived status and privilege of those who own such items. Despite their marketing logic emphasising exclusivity and rarity, they have broadened their reach by integrating new digital marketing practices that increase access to luxury brand-related information and create opportunities for consumers to purchase products through secondhand sellers. Design/methodology/approach
Building on an inductive qualitative study of 59 millennials from three European countries (France, Italy and the UK) and by examining the mediating role of UGC and dissatisfied customers, this paper develops a conceptual framework of three clusters of secondhand luxury fashion goods customers: spiritual consumers, entrepreneurial recoverer consumers and carpe diem consumers.
Findings
The proposed SEC framework illustrates how the emerging themes interconnect with the identified consumers, revealing significant consumer actions and attitudes found in the second-
hand luxury goods sector that influence the usage of UGC and its integration into service failure and recovery efforts.
Originality
This study suggested that the perceptions of consumers seeking secondhand luxury fashion products differ from those who purchase new or never previously owned luxury fashion products Overall, this research sets the stage for scholars to forge a path forward to enhance the understanding of this phenomenon and its implications for luxury fashion companies.

Item Type:
Article
Official URL:
https://www.emerald.com/insight/content/doi/10.110...
Date:
15 July 2024
Identification Number:
10.1108/QMR-01-2024-0016
Additional Information:

This author accepted manuscript is deposited under a Creative Commons Attribution Noncommercial 4.0 International (CC BY-NC) licence.

Uncontrolled Keywords or tags :
user-generated content, millennials, dissatisfied customers, self-categorisation theory, constructivist paradigm, second-hand product, luxury fashion brands
Schools:
Business School for the Creative Industries
Depositing User:
Amy Robinson
Date Deposited:
29 Jul 2024 12:25
Last Modified:
30 Jul 2024 09:27
URI:
https://research.uca.ac.uk/id/eprint/6358

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