Investigating the Role of Victoria Secret Consumption Communities in Consumer Behaviors

Topic 

Investigating the Role of Victoria Secret Consumption Communities in Consumer Behaviors

Instructions 

Write a paper on investigating the Role of Victoria Secret Consumption Communities in Consumer Behaviors

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I collected primary data from social media pages such as Twitter, as well as from the customer forums and review sites, where authentic consumers’ stories are published (Kozinets, 2002). I collected several conversations and stories, but for the purpose of this research, I used eight of them to analyze the values and memories which the Victoria Secret community members associated with. An analysis of the stories, reviews and comments reviews that the most significant value which the Victoria Secret community members highlight is sexiness, which further evokes feelings of love and affection. The fact that Victoria Secret has offered millions of customers a chance to look and feel “sexy” and good seems to be a major motivator for the community members to want to remain loyal to the brand. Heinonen and Halonen (2007) state that if a brand gives the customers a reason to stick with it, then they are motivated to have positive purchase behaviors towards it.  Victoria Secret motivates friends, lovers and families to express love, whether it be in the form of exquisite gifts to one’s wife, girlfriends, friends or daughters.

Word Count: 2300