In this post on the Comms Women platform, Olivia Mack, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Mohammad Olfat, Sadra Ahmadi, Sajjad Shokouhyar, and Sepideh Bazeli on fashion behavior and social-related use of enterprise social media (ESM), published in Corporate Communications: An International Journal (Emerald).
In today’s digitally connected workplaces, enterprise social media (ESM) platforms have become essential for organizational communication and collaboration. Beyond their primary functions, recent research indicates that the ESM significantly influences employees’ fashion choices and fashion behavior by shaping their perceptions of coworkers’ credibility in fashion.
A study published in Corporate Communications: An International Journal explored how employees’ social use of ESM affects their intentions to purchase fashion products endorsed by coworkers. Grounded in social learning theory and the stimulus-organism-response (S-O-R) framework, the research surveyed 361 employees across seven Iranian organizations. The findings revealed that social interactions on ESM enhance perceptions of coworkers’ credibility in three dimensions: physical attractiveness, communication credibility or trustworthiness, and fashion expertise. These enhanced perceptions positively influence employees’ fashion purchasing intentions.
This research extends social learning theory and the S-O-R framework within workplace settings. It demonstrates that social-oriented ESM usage serves as a stimulus, shaping employees’ perceptions of their peers’ credibility and later influencing their fashion behavior. This highlights the evolving role of ESM as more than a communication tool; it actively shapes social dynamics and consumer behaviors within organizations.
For organizations, these insights offer valuable indications:
- Marketing Opportunities: ESM platforms can be leveraged as internal marketing channels. By encouraging a community where employees share fashion interests, organizations can introduce fashion products through peer endorsements, potentially boosting internal sales.
- Community Building: Encouraging social interactions on ESM can strengthen workplace relationships and create a cohesive culture centered around shared interests, such as fashion.
- Influencer Identification: Recognizing employees who naturally influence their peers’ fashion choices can help in strategizing internal marketing and engagement initiatives.
The study highlights the broader potential of ESM as a tool for influencing consumer behavior within professional settings. Employees frequently exposed to fashion-related discussions and imagery on ESM may experience an increased likelihood of purchasing similar styles. This trend aligns with traditional consumer behavior models, demonstrating how digital interactions shape offline purchasing decisions
Additionally, organizations can integrate ESM-driven marketing strategies by collaborating with fashion brands to introduce targeted advertisements or sponsored content within workplace social media platforms. This creates an organic and trusted avenue for product promotion, leveraging employees’ credibility as fashion influencers within their networks
Enterprise social media is no longer just a medium for corporate communication; it is a powerful influencer in employees’ lifestyle choices, particularly in fashion. By understanding how ESM fosters peer influence through perceived credibility, organizations can harness this digital space for innovative marketing strategies. As the lines between professional and social interactions continue to blur, companies that recognize and adapt to these behavioral trends will gain a competitive edge in both employee engagement and consumer outreach. The digital workplace is shaping how we dress, present ourselves, and interact with brands in everyday life.
Full Article Reference: Olfat, M., Ahmadi, S., Shokouhyar, S., & Bazeli, S. (2022). Linking organizational members’ social-related use of enterprise social media (ESM) to their fashion behaviors: The social learning and stimulus-organism-response theories. Corporate Communications: An International Journal, 27(1), 91–109. https://doi.org/10.1108/CCIJ-04-2021-0044