The long journey of social media marketing in the fashion industry. From companies' strategies to consumer responses

Resumen

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.