AI-POWERED BODY SIZE MATCHING: A NEW PARADIGM FOR MICRO-INFLUENCER MARKETING IN FASHION E-COMMERCE
9TH INTERNATIONAL SCIENTIFIC CONFERENCE CONTEMPORARY TRENDS AND INNOVATIONS IN THE TEXTILE INDUSTRY, Belgrade, Sırbistan, 18 - 19 Eylül 2026, ss.407-412, (Tam Metin Bildiri)
- Yayın Türü: Bildiri / Tam Metin Bildiri
- Basıldığı Şehir: Belgrade
- Basıldığı Ülke: Sırbistan
- Sayfa Sayıları: ss.407-412
- Dokuz Eylül Üniversitesi Adresli: Evet
Özet
Online shopping has become one of the most widely adopted consumption practices, offering undeniable convenience to consumers. At this stage, the critical challenge for retailers is no longer expanding access to online channels, but rather enhancing customer loyalty and delivering an optimal shopping experience. This challenge is particularly prominent in the fashion e-commerce sector, where the absence of physical interaction and the subjective nature of garment fit significantly affect consumer satisfaction.. Failure to find the appropriate fit or meet consumer expectations results in high return rates, creating additional costs and logistical burdens for both consumers and sellers. This study presents an innovative solution for the online marketing of apparel by introducing a body-matching algorithm that brings together individuals with similar body types within a dedicated mobile application platform. The developed system (ModaApp) enables users to match with others who share similar morphological characteristics, allowing them to observe how a garment fits on a "similar body double" and benefit from peer experiences before purchase. Furthermore, the study provides a robust infrastructure for micro-influencer marketing, allowing users to earn commissions through their shared experiences. Consequently, this model aims to minimize return-related issues in online apparel shopping, enhance the decision-making process, and foster a more sustainable e-commerce ecosystem.