Observatorio de I+D+i UPM

Memorias de investigación
Book chapters:
Fashion Brands, Social Media, and Consumers' Exposure to Marketing Messages
Research Areas
  • Social nets,
  • Marketing psychology and consumer behavior psychology
Consumers? perception of marketing messages has a strong meaning because messages cannot change consumer behavior unless consumers acknowledge the existence of these messages (Yoo et al. 2000). Social media marketing (SMM) studies mostly take managerial (e.g., Tsimonis and Dimitriadis 2014) or social media data content analysis (e.g., He et al. 2013) approaches. Current research devotes little attention to whether consumers perceive and acknowledge the existence of the different marketing messages on social media in the same way that companies actually deploy their SMM strategy. The study addresses this issue, and has two main objectives: first, to confront the N-REL framework for fashion brands? SMM actions with consumers? perceptions of such actions; second, as a by-product of the first objective the research also aims to generate and refine specific dimensions of social media marketing activities.
Book Edition
Book Publishing
Springer, Cham
Springer Proceedings in Business and Economics
Book title
Strategic Innovative Marketing
From page
To page
  • Autor: Artha Sejati Ananda . (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Lucio Laberti (Poiltecnico 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)