Framing the conversation: The role of facebook conversations in shopping for eyeglasses

Karim Said, Michele A. Williams, Amy Hurst, Shaun K. Kane

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.

Original languageEnglish (US)
Title of host publicationCSCW 2014 - Proceedings of the 17th ACM Conference on Computer Supported Cooperative Work and Social Computing
PublisherAssociation for Computing Machinery
Pages652-661
Number of pages10
ISBN (Print)9781450325400
DOIs
StatePublished - 2014
Event17th ACM Conference on Computer Supported Cooperative Work and Social Computing, CSCW 2014 - Baltimore, MD, United States
Duration: Feb 15 2014Feb 19 2014

Publication series

NameProceedings of the ACM Conference on Computer Supported Cooperative Work, CSCW

Other

Other17th ACM Conference on Computer Supported Cooperative Work and Social Computing, CSCW 2014
CountryUnited States
CityBaltimore, MD
Period2/15/142/19/14

Keywords

  • Decision Making
  • Eyeglasses
  • Facebook
  • Fashion
  • Social Networking
  • Warby Parker

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Networks and Communications

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