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Hernández García, Ángel (2017). How Fashion Brands Talk to Their Customers on Social Media. In: "Social Media Lab Speaker Series", 21/04/2017, Toronto (Canada).
Title: | How Fashion Brands Talk to Their Customers on Social Media |
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Author/s: |
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Item Type: | Presentation at Congress or Conference (Speech) |
Event Title: | Social Media Lab Speaker Series |
Event Dates: | 21/04/2017 |
Event Location: | Toronto (Canada) |
Title of Book: | How Fashion Brands Talk to Their Customers on Social Media |
Date: | 21 April 2017 |
Subjects: | |
Freetext Keywords: | social media marketing, strategy, fashion, marketing de redes sociales, estrategia, moda |
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 |
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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.
Type | Code | Acronym | Leader | Title |
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Government of Spain | CAS16/00149 | Unspecified | Unspecified | Unspecified |
Item ID: | 45552 |
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DC Identifier: | http://oa.upm.es/45552/ |
OAI Identifier: | oai:oa.upm.es:45552 |
Deposited by: | Dr. Ángel Hernández García |
Deposited on: | 24 Apr 2017 06:46 |
Last Modified: | 24 Apr 2017 07:43 |