Social media marketing in Italian luxury fashion

Ananda, Artha Sejati; Hernández García, Ángel y Lamberti, Lucio (2015). Social media marketing in Italian luxury fashion. En: "5th Annual International Workshop on Luxury Retail, Operations and Supply Chain Management", 25-27 May, 2015, Milán (Italia). pp. 1-17.

Descripción

Título: Social media marketing in Italian luxury fashion
Autor/es:
  • Ananda, Artha Sejati
  • Hernández García, Ángel
  • Lamberti, Lucio
Tipo de Documento: Ponencia en Congreso o Jornada (Artículo)
Título del Evento: 5th Annual International Workshop on Luxury Retail, Operations and Supply Chain Management
Fechas del Evento: 25-27 May, 2015
Lugar del Evento: Milán (Italia)
Título del Libro: Proccedings of the 5th Annual International Workshop on Luxury Retail, Operations and Supply Chain Management
Fecha: 2015
Materias:
Palabras Clave Informales: social media marketing; marketing strategy; social media actions; fashion brand; luxury fashion; RENL
Escuela: E.T.S.I. Industriales (UPM)
Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
Licencias Creative Commons: Reconocimiento - Sin obra derivada - No comercial

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Resumen

Industries nowadays have been comfortable with the incorporation of social media to their marketing strategy. Italy has been known as a major center of the European fashion industry, a sector that is also following the social media marketing trends. This paper provides empirical findings on Italian luxury fashion brands? social media marketing activities. We present and analyze two case studies of Italian luxury fashion brands: Gucci and The Bridge (Il Ponte Pelletteria). Gucci is one of worldwide leading Italian fashion companies and The Bridge is a SME fashion brand that focuses on leather products. This study is based on a conceptual framework on social media marketing strategy synthesized from extensive social media marketing literature. The research methodology includes content analysis of Gucci?s and The Bridge?s public posts on their Facebook brand pages and Twitter. Our findings suggest that social media actions implemented by both brands are directed toward promotion and sales marketing activities. However, there are differences on the specific actions carried out by both brands, and the use the companies make of the two social media platforms. This paper provides valuable insight for framing social media marketing strategic actions and set the basis for social media performance measurements, especially among luxury fashion brands.

Más información

ID de Registro: 41536
Identificador DC: http://oa.upm.es/41536/
Identificador OAI: oai:oa.upm.es:41536
URL Oficial: https://www.eko.polimi.it/index.php/workshopLuxuryRetail/Luxury
Depositado por: Memoria Investigacion
Depositado el: 01 Jul 2016 10:35
Ultima Modificación: 01 Jul 2016 10:35
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