The phenomenon of viralization: the case of women's fashion in Brazil Articles uri icon

publication date

  • October 2022

start page

  • 491

end page

  • 511

issue

  • 3

volume

  • 15

International Standard Serial Number (ISSN)

  • 1983-4659

abstract

  • Purpose - One of the biggest business challenges is to understand the phenomenon of viralization, which happens when certain products spread quickly among social strata are adopted by a majority and lose strength shortly afterwards. The importance of this study relies on the rapid economic impact of marketing viralization in women"s fashion. The main objective of this research is to understand how the main factors responsible for the viralization of fashion products are related.
    Design/methodology/approach - This is a qualitative and descriptive research, based on the sectorial case study method. Primary data were collected through in-depth interviews with market experts. Content analysis was performed using the three-level coding technique (open, axial, and theoretical), with the help of Atlas.TI software.

subjects

  • Information Science

keywords

  • viralization; fashion; consumer behavior, marketing; communication; viralização; moda; comportamento de consumo; marketing; comunicação