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The purpose of this paper is to examine features of branded entertainment in apparel brands’ Facebook pages based on the conceptual framework of play themes (Zhang, 2010).

A content analysis was performed for 1,443 posts present on 50 apparel brands’ Facebook profile pages in the time period from November 28, 2011 to December 25, 2011.

The findings provide meaningful insights into apparel brands’ use of Facebook as a social media strategy. The most dominant branded entertainment consisted of photos and advertisements and was directed toward promoting specific products and sales without using a particular play theme. Among the play themes used, play as frivolity, which includes simple and fun activities, was predominant. Overall, apparel brands utilized limited types of branded entertainment on their Facebook pages.

By integrating play themes into branded entertainment, apparel brands can optimize their branded contents on Facebook to connect with consumers and increase consumer motivation to interact with the brand. More specifically, apparel brands that adopt additional play themes other than play as frivolity for their branded entertainment will stand out and cut through the clutter of competitors’ Facebook pages.

No previous research investigated apparel brands’ use of Facebook pages. This study fills the void in the literature by addressing how apparel brands utilize types of branded entertainment on their Facebook profile pages.

The purpose of this paper is to know if the loyalty of online purchasing is determined by the final perceptions of product quality and brand reputation in the online community of lingerie customers.

The authors used an exploratory model which aspects in previous studies have evaluated satisfaction, loyalty and trust in electronic shopping, in order to examine whether the customer’s perception of the quality and innovation of the final product sold through e-commerce and reputation in the examined was made “Virtual Community” are key factors in creating loyalty. The sample was obtained from a lingerie company which sells its products in Europe in the website leonisa.com, the data were analysed with the software SmartPLS, validating the proposed relationships between customer perceptions on the purchased product and loyalty to the brand.

The results demonstrate theoretical conceptions regarding product characteristics (Quality, Innovation and Satisfaction), and constructs brand (Virtual Community, Reputation and Trust).

This paper presents a case study for a specific brand as exploratory research in the lingerie industry, this must be validated with this type of product for other companies.

This research has elements of support for management, companies will turn attention to the satisfaction of consumers and to maintain goods levels of reputation in the virtual community.

This research shows a real case of the correct implementation of brand strategy, detailing how customers are valued and therefore provides valuable information for customers and companies.

This exploratory study provides a new analysis of product quality factors that were not directly related to the loyalty of electronic purchasing, also, it allows the fashion industry to have elements of support for management and quality control, and that hypotheses relating to the product quality and loyalty in the electronic shopping is confirmed.