TY - GEN
T1 - Framing the conversation
T2 - 17th ACM Conference on Computer Supported Cooperative Work and Social Computing, CSCW 2014
AU - Said, Karim
AU - Williams, Michele A.
AU - Hurst, Amy
AU - Kane, Shaun K.
PY - 2014
Y1 - 2014
N2 - Individuals often leverage their social network to receive feedback from their peers about various decisions. Capitalizing on this trend, fashion retailers, such as the eyeglass frame retailer Warby Parker, have created "home try-on" programs and encourage customers to solicit feedback from their friends before making a purchasing decision. In this paper, we investigate Warby Parker's Facebook page and explore the ways customers formulate questions and conversations as they shop for new eyeglass frames. Our research presents insights derived from a dataset of over 10,000 Facebook posts, consisting of photos, comments, and "likes". Using statistical analyses and qualitative coding techniques, we examine trends and patterns of conversation on the Warby Parker Facebook page. We find that contributors produce a broad range of content, and use the Warby Parker Facebook page as a platform for creative self-expression, and socially driven decision-making.
AB - Individuals often leverage their social network to receive feedback from their peers about various decisions. Capitalizing on this trend, fashion retailers, such as the eyeglass frame retailer Warby Parker, have created "home try-on" programs and encourage customers to solicit feedback from their friends before making a purchasing decision. In this paper, we investigate Warby Parker's Facebook page and explore the ways customers formulate questions and conversations as they shop for new eyeglass frames. Our research presents insights derived from a dataset of over 10,000 Facebook posts, consisting of photos, comments, and "likes". Using statistical analyses and qualitative coding techniques, we examine trends and patterns of conversation on the Warby Parker Facebook page. We find that contributors produce a broad range of content, and use the Warby Parker Facebook page as a platform for creative self-expression, and socially driven decision-making.
KW - Decision Making
KW - Eyeglasses
KW - Facebook
KW - Fashion
KW - Social Networking
KW - Warby Parker
UR - http://www.scopus.com/inward/record.url?scp=84898943790&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84898943790&partnerID=8YFLogxK
U2 - 10.1145/2531602.2531683
DO - 10.1145/2531602.2531683
M3 - Conference contribution
AN - SCOPUS:84898943790
SN - 9781450325400
T3 - Proceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW
SP - 652
EP - 661
BT - CSCW 2014 - Proceedings of the 17th ACM Conference on Computer Supported Cooperative Work and Social Computing
PB - Association for Computing Machinery
Y2 - 15 February 2014 through 19 February 2014
ER -