Merchandising/Marketing/Retailing: Management

Audio-Based Social Networking Platform Utilization for Entrepreneurial Strategy Development

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Abstract

Clubhouse is an audio-only social networking application. The new social platform engages with user senses in a different manner than existing platforms (auditory vs. visual and text), during a time of rapid fluctuation in use and sentiment towards social networking platforms. The app has rapidly gained popularity among fashion entrepreneurs, who have found a unique and purposeful use for the app through brainstorming sessions where business plans, line development, and future goals are discussed among new peers.

The purpose of this paper is to introduce a study exploring the audio-based social networking platform among young fashion designers to learn new skills, collaborate with other fashion designers, and to build support networks. The authors intended to both introduce the exploratory study of this new social networking app for entrepreneurial development and to introduce academicians, industry professionals, and students, to the diversity of sensory engagement methods available in social and business networking.

Keywords: social network, chatroom, brand strategy, entrepreneurship, designer, Clubhouse

How to Cite:

Testa, D. S. & Slaton, K., (2022) “Audio-Based Social Networking Platform Utilization for Entrepreneurial Strategy Development”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13679