How Fashion Brands Talk to Their Customers on Social Media

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).

Description

Title: How Fashion Brands Talk to Their Customers on Social Media
Author/s:
  • Hernández García, Ángel
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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Abstract

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.

Funding Projects

TypeCodeAcronymLeaderTitle
Government of SpainCAS16/00149UnspecifiedUnspecifiedUnspecified

More information

Item ID: 47375
DC Identifier: http://oa.upm.es/47375/
OAI Identifier: oai:oa.upm.es:47375
Deposited by: Dr. Ángel Hernández García
Deposited on: 27 Jul 2017 10:41
Last Modified: 27 Jul 2017 10:43
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