Observatorio de I+D+i UPM

Memorias de investigación
Conferences:
The long journey of social media marketing in the fashion industry. From companies' strategies to consumer responses
Year:2017
Research Areas
  • Social nets,
  • Marketing psychology and consumer behavior psychology
Information
Abstract
This work-in-progress research project aims to cover different aspects of social media marketing in the fashion industry, starting with the creation of a framework for social media marketing strategies deployed by fashion companies. The research defines specific social media strategic actions, in terms of contents posted in different social media platforms, and analyzes their effect on consumers' perceptions and responses. The research features qualitative and quantitative data collected from Italian and Spanish companies, as well as from Indonesian consumers.
International
Si
oai:oa.upm.es:45551
Entity
Ted Rogers School of Retail Management
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
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