Observatorio de I+D+i UPM

Memorias de investigación
Conferences:
How Fashion Brands Talk to Their Customers on Social Media
Year:2017
Research Areas
  • Social nets,
  • Marketing psychology and consumer behavior psychology
Information
Abstract
Fashion brands are among the earliest adopters of social media networks. Fashion companies manage social media applications and integrate them into their global marketing strategies in an attempt to shift from transactional to relationship-based approaches. Nevertheless, decisions on social media marketing efforts often rely on intuition and trial and error rather than strategic thinking, which can potentially lead to a disconnection between the brands and their audience. This talk explores the language used by fashion brands in social media and the perception of consumers about brands? marketing messages, using examples from Europe and Indonesia to help understand and improve the way fashion companies communicate with their customers.
International
Si
oai:oa.upm.es:45552
Entity
Social Media Lab
Entity Nationality
CANADA
Place
Toronto
Participants
  • Autor: Angel Hernandez Garcia (UPM)
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)