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Unveiling the Viral Thread: A Comprehensive Analysis of Virality Coefficients in Indian Fashion Brand Dynamics
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Author(s): N. Ravi Kumar (Presidency College, India), Prasad Kulkarni (Euclea Business School, UAE)and V. Kalaiarasai (PSG College of Arts and Science, India)
Copyright: 2024
Pages: 14
Source title:
Driving Green Marketing in Fashion and Retail
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece), Evridiki Papachristou (International Hellenic University, Greece), Michail Karypidis (International Hellenic University, Greece)and Vasileios Ismyrlis (Hellenic Statistical Authority, Greece)
DOI: 10.4018/979-8-3693-3049-4.ch011
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Abstract
The research examined and clarified the complex dynamics that underlie the virality of Indian fashion brands. It also quantified and analyzed virality coefficients, exploring the elements and processes that facilitated the expansion of these brands' reach across various channels. The study used bibliometric analysis, classifying academic papers on the dynamics of Indian fashion brands by year, nation, and subject area by using data from the Scopus database. The basis for further research into the virality coefficients was laid by the visual mapping of keyword co-occurrences, the identification of clusters, and the extraction of variables using the VOSviewer software. Advanced textual analysis techniques were used for topic modeling at the same time, including lemmatization, TF-IDF matrix generation, and latent Dirichlet allocation (LDA). The Python programming language made it easier to see hidden motifs in the literature.
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