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

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:
  • Hernández García, Ángel
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

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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

TypeCodeAcronymLeaderTitle
Government of SpainCAS16/00149UnspecifiedUnspecifiedUnspecified

More information

Item ID: 47377
DC Identifier: http://oa.upm.es/47377/
OAI Identifier: oai:oa.upm.es:47377
Deposited by: Dr. Ángel Hernández García
Deposited on: 27 Jul 2017 11:02
Last Modified: 27 Jul 2017 11:02
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