Observatorio de I+D+i UPM

Memorias de investigación
Research Publications in journals:
SME fashion brands and social media marketing: From strategies to actions
Year:2017
Research Areas
  • Marketing psychology and consumer behavior psychology,
  • Business organisation
Information
Abstract
Fashion industry, including small and medium enterprises (SMEs), is an important contributor to European economy. This study analyses data from six Spanish and Italian SME fashion companies? in order to understand how fashion brands implement their social media marketing strategies. The research includes a qualitative study, combined with a content analysis of brands? posts on their Facebook brand-pages. The results suggest that perceived importance of social media as part of corporate marketing strategy is the main driver for brands? social media marketing implementation, and that brand awareness is the main objective SMEs would like to achieve. The three Spanish brands and one Italian brand appear to take a transactional marketing approach, while the other two Italian brands adopt a hybrid transactional/relational approach. SMEs focus primarily on representation actions; more specifically, promotion and sales.
International
Si
JCR
No
Title
International Journal of Web Based Communities
ISBN
1477-8394
Impact factor JCR
0,25
Impact info
SJR Q3: Computer Networks and Communications, Software, Communication, Education
Volume
13
10.1504/IJWBC.2017.10008795
Journal number
4
From page
468
To page
498
Month
SIN MES
Ranking
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)