Abstract
Abstract To find the perfect wedding dress, a bride will consult bridal magazines, bridal fairs, family, and friends. Today’s bride might also watch popular television shows such as TLC’s, “Say Yes to the Dress,” or read and/or post comments on popular online wedding planning sites such as TheKnot.com, Weddingchannel.com, and Brides.com. According to Nelson and Otnes (2005), “Many brides use the Internet as a resource because it enables them to easily access information and communicate with widely dispersed providers of wedding resources” (p. 90). Nelson and Otnes (2005) found that many brides are participating in online virtual communities (i.e., Internet-based message boards) that “focus on the shared ritual and offer camaraderie and information exchange” (p. 90). In fact, the Bridal Association of America reported that 77% of brides in 2009 used the Internet to aid in the planning and/or purchasing of wedding related products and services. The purpose of this exploratory research is to investigate the ...
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