Asia Pacific Journal of Marketing and Logistics, Journal Year: 2024, Volume and Issue: unknown
Published: Dec. 31, 2024
Purpose This study investigates consumer perspectives on cultural appropriation in the fashion industry by analysing user-generated content Douyin. Design/methodology/approach Using text-mining techniques, including topic modeling and sentiment analysis, 6,584 comments related to Dior midi-length skirt controversy were analyzed identify key themes sentiments. Findings The reveals that elicits polarized responses. Positive themes, such as appreciation, innovation global exposure, highlight approval of respectful creative integration elements. Negative theft, historical inaccuracy commercial exploitation, underscore concerns about commodification misuse symbols. Practical implications Fashion brands should prioritize sensitivity collaborating with communities, ensuring accuracy promoting ethical engagement Proactively addressing these issues through real-time feedback can help mitigate backlash, foster trust enhance brand equity. Originality/value advances discourse leveraging provide actionable insights for practices industry.
Language: Английский