Thomas, Jane Boyd, and Cara O. Peters. "Which dress do you like? Exploring brides’ online communities." Journal of Global Fashion Marketing 2.3 (2011): 148-160.

This exploratory research delves into how brides share information on social media sites, particularly focusing on www.Brides.com, to make informed decisions about wedding dresses. By analyzing 739 posts using netnography research methods, the study identifies four main discussion categories: community rituals and artifacts, communal norms, community cohesion, and communal sharing. Unlike traditional product reviews, the information shared is deeply rooted in identity and community, influencing brides' "dream dress" choices. The findings underscore the importance of understanding consumer-to-consumer word of mouth in online communities for wedding dress designers, manufacturers, and retailers, suggesting strategies for better engagement and education about wedding dresses through social media.