Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Social Media Marketing Strategy - A Case Study of an Italian SME Fashion Brand
Year:2015
Research Areas
  • Marketing psychology and consumer behavior psychology
Information
Abstract
Industries have been comfortable in incorporating social media as part of their marketing strategy tools. The fashion industry is not an exception. Italy has been known as a major center of the European fashion industry, with SMEs playing an important role in this sector. Adopting an exploratory approach, we present a single case study of how an Italian SME luxury fashion brand conducts and implements its social media marketing strategy. The research methodology mixes qualitative and quantitative approaches, including a survey and Facebook and Twitter content analysis, respectively. The work is based on a conceptual framework on social media marketing strategy synthesized from extensive social media marketing literature. Our findings suggest that most strategic actions implemented focus on promotion and sales process marketing activities. Other quite significant actions relate to company image and values content delivery, as well as engaging key influencers or personalities as means to influence customer. This paper provides valuable theoretical and empirical initial insight for framing social media marketing strategies and their actions. This work also sets the basis for future venues on measurements of social media impact on marketing outcomes.
International
Si
Congress
2nd Annual EDIM PhD Conference on Management Engineering
960
Place
Milán (Italia)
Reviewers
Si
ISBN/ISSN
978-88-6493-029-9
Start Date
10/06/2015
End Date
12/06/2015
From page
22
To page
22
2nd Annual EDIM PhD Conference on Management Engineering. Book of Proceedings.
Participants
  • Autor: Artha Sejati Ananda . (UPM)
  • Autor: Lucio Lamberti (Politecnico di Milano)
  • Autor: Angel Hernandez Garcia (UPM)
Research Group, Departaments and Institutes related
  • Creador: Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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