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Hernández García, Ángel (2017). How Fashion Brands Talk to Their Customers on Social Media. En: "Social Media Lab Speaker Series", 21/04/2017, Toronto (Canada).
Título: | How Fashion Brands Talk to Their Customers on Social Media |
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Autor/es: |
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Tipo de Documento: | Ponencia en Congreso o Jornada (Charla) |
Título del Evento: | Social Media Lab Speaker Series |
Fechas del Evento: | 21/04/2017 |
Lugar del Evento: | Toronto (Canada) |
Título del Libro: | How Fashion Brands Talk to Their Customers on Social Media |
Fecha: | 21 Abril 2017 |
Materias: | |
Palabras Clave Informales: | social media marketing, strategy, fashion, marketing de redes sociales, estrategia, moda |
Escuela: | E.T.S.I. Telecomunicación (UPM) |
Departamento: | Ingeniería de Organización, Administración de Empresas y Estadística |
Grupo Investigación UPM: | Innovación, Propiedad industrial y Política tecnológica INNOPRO |
Licencias Creative Commons: | Reconocimiento - No comercial - Compartir igual |
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Fashion brands are among the earliest adopters of social media networks. Fashion companies manage social media applications and integrate them into their global marketing strategies in an attempt to shift from transactional to relationship-based approaches. Nevertheless, decisions on social media marketing efforts often rely on intuition and trial and error rather than strategic thinking, which can potentially lead to a disconnection between the brands and their audience. This talk explores the language used by fashion brands in social media and the perception of consumers about brands’ marketing messages, using examples from Europe and Indonesia to help understand and improve the way fashion companies communicate with their customers.
Tipo | Código | Acrónimo | Responsable | Título |
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Gobierno de España | CAS16/00149 | Sin especificar | Sin especificar | Sin especificar |
ID de Registro: | 45552 |
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Identificador DC: | http://oa.upm.es/45552/ |
Identificador OAI: | oai:oa.upm.es:45552 |
Depositado por: | Dr. Ángel Hernández García |
Depositado el: | 24 Abr 2017 06:46 |
Ultima Modificación: | 24 Abr 2017 07:43 |