Touchscreen interactions in the realm of fashion: a users’ perception study

Abstract

Mobile applications present a wide range of opportunities for fashion brands to connect with the consumer. To the knowledge of the authors, understanding how users perceive touchscreen features is still in an early stage. Part of an ongoing research, this study aims to collect users’ general views about the concept of a digital magazine that explores the potential of the iPad to advertise content. A sentence completion technique was administered to identify positive and negative aspects, as well as to examine emerging themes. The results provide compelling evidence that interactivity has the potential to attract users. This finding is promising, and future studies should explore how brands can take advantage of this type of platforms to engage with their audience.