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The long journey of social media marketing in the fashion industry. From companies' strategies to consumer responses
Citation
Hernández García, Ángel (2017). The long journey of social media marketing in the fashion industry. From companies' strategies to consumer responses. In: "Dean’s Research Seminar Series. Master of Science in Management", 24/03/2017, Toronto.
Description
| Title: | The long journey of social media marketing in the fashion industry. From companies' strategies to consumer responses |
|---|---|
| Author/s: |
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| Item Type: | Presentation at Congress or Conference (Speech) |
| Event Title: | Dean’s Research Seminar Series. Master of Science in Management |
| Event Dates: | 24/03/2017 |
| Event Location: | Toronto |
| Title of Book: | The long journey of social media marketing in the fashion industry. From companies' strategies to consumer responses |
| Date: | 24 March 2017 |
| Subjects: | |
| Freetext Keywords: | social media marketing, strategy, fashion, marketing, redes sociales, moda, estrategia |
| Faculty: | E.T.S.I. Telecomunicación (UPM) |
| Department: | Ingeniería de Organización, Administración de Empresas y Estadística |
| UPM's Research Group: | Innovación, Propiedad industrial y Política tecnológica INNOPRO |
| Creative Commons Licenses: | Recognition - Non commercial - Share |
Available versions for this object
 | There is a more recent version of this electronic publication. Click here to see it. |
- The long journey of social media marketing in the fashion industry. From companies' strategies to consumer responses. (deposited 24 Apr 2017 07:42) [Currently Displayed]
Abstract
This work-in-progress research project aims to cover different aspects of social media marketing in the fashion industry, starting with the creation of a framework for social media marketing strategies deployed by fashion companies. The research defines specific social media strategic actions, in terms of contents posted in different social media platforms, and analyzes their effect on consumers' perceptions and responses. The research features qualitative and quantitative data collected from Italian and Spanish companies, as well as from Indonesian consumers.
Funding Projects
| Type | Code | Acronym | Leader | Title |
|---|---|---|---|---|
| Government of Spain | CAS16/00149 | Unspecified | Unspecified | Unspecified |
More information
| Item ID: | 45551 |
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| DC Identifier: | http://oa.upm.es/45551/ |
| OAI Identifier: | oai:oa.upm.es:45551 |
| Deposited by: | Dr. Ángel Hernández García |
| Deposited on: | 24 Apr 2017 07:42 |
| Last Modified: | 24 Apr 2017 07:43 |
