Visual Communication and Fashion Popularity Contagion in Social Networks

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 32 - Refereed conference paper (with host publication)peer-review

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Detail(s)

Original languageEnglish
Title of host publicationICIS 2022 (International Conference on Information Systems) ICIS 2022 Proceedings
Publication statusPublished - Dec 2022

Conference

Title43rd International Conference on Information Systems (ICIS 2022)
LocationBella Center Copenhagen
PlaceDenmark
CityCopenhagen
Period9 - 14 December 2022

Abstract

Fast fashion has emerged as a prevalent retail strategy shaping fashion popularity. However, due to the lack of historical records and the dynamics of fashion trends, existing demand prediction methods do not apply to new-season fast fashion sales forecasting. We draw on the Social Contagion Theory to conceptualize a sales prediction framework for fast fashion new releases. We posit that fashion popularity contagion comes from Source Contagion and Media Contagion, which refer to the inherent infectiousness of fashion posts and the popularity diffusion in social networks, respectively. We consider fashion posts as the contagion source that visually attracts social media users with images of fashion products. Graph Convolutional Network is developed to model the dynamic fashion contagion process in the topology structure of social networks. This theory-based deep learning method can incorporate the latest social media activities to offset the deficiency of historical fashion data in new seasons.

Research Area(s)

  • Social media, fast fashion, social contagion, deep learning

Citation Format(s)

Visual Communication and Fashion Popularity Contagion in Social Networks. / Li, Xiang; Wang, Yunhui; Liu, Junming et al.
ICIS 2022 (International Conference on Information Systems) ICIS 2022 Proceedings. 2022. 15.

Research output: Chapters, Conference Papers, Creative and Literary WorksRGC 32 - Refereed conference paper (with host publication)peer-review