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Descripción
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| 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. | |
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Internacional
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Si |
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Nombre congreso
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5th International Conference on Strategic Innovative Marketing (IC-SIM 2016) |
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Tipo de participación
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960 |
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Lugar del congreso
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Atenas (Grecia) |
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Revisores
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Si |
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ISBN o ISSN
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978-3-319-56287-2 |
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DOI
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Fecha inicio congreso
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23/09/2016 |
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Fecha fin congreso
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26/09/2016 |
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Desde la página
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1 |
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Hasta la página
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6 |
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Título de las actas
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Strategic Innovative Marketing. 5th IC-SIM, Athens, Greece 2016 |