Observatorio de I+D+i UPM

Memorias de investigación
Communications at congresses:
Fashion brands, social media and consumers? exposure to marketing messages
Year:2016
Research Areas
  • Marketing psychology and consumer behavior psychology
Information
Abstract
Current research devotes little attention to consumers? perceptions of marketing messages on social media. This study investigates whether consumers? perceptions of fashion brands? social media marketing actions match brands? intended and actual marketing intensity. The findings suggest a big overlap between both, although they also point to some exceptions. Consumers? exposure to social shopping messages is prevalent; the most frequent social media marketing messages from a consumer?s view relate to representational actions, with low volume of engagement-related contents. Additionally, this study proposes specific dimensions of social media marketing activities, in order to improve measurement instruments of social media marketing actions that combine companies? and consumers? perspectives.
International
Si
Congress
5th International Conference on Strategic Innovative Marketing (IC-SIM 2016)
960
Place
Atenas (Grecia)
Reviewers
Si
ISBN/ISSN
978-3-319-56287-2
Start Date
23/09/2016
End Date
26/09/2016
From page
1
To page
6
Strategic Innovative Marketing. 5th IC-SIM, Athens, Greece 2016
Participants
  • Autor: Artha Sejati Ananda . (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Lucio Lamberti (Politecnico di Milano)
Research Group, Departaments and Institutes related
  • Creador: Grupo de Investigación: Innovación, Propiedad industrial y Política tecnológica (INNOPRO)
  • Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
S2i 2020 Observatorio de investigación @ UPM con la colaboración del Consejo Social UPM
Cofinanciación del MINECO en el marco del Programa INNCIDE 2011 (OTR-2011-0236)
Cofinanciación del MINECO en el marco del Programa INNPACTO (IPT-020000-2010-22)