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Descripción
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| Industries have been comfortable in incorporating social media as part of their marketing strategy tools. The fashion industry is not an exception. Italy has been known as a major center of the European fashion industry, with SMEs playing an important role in this sector. Adopting an exploratory approach, we present a single case study of how an Italian SME luxury fashion brand conducts and implements its social media marketing strategy. The research methodology mixes qualitative and quantitative approaches, including a survey and Facebook and Twitter content analysis, respectively. The work is based on a conceptual framework on social media marketing strategy synthesized from extensive social media marketing literature. Our findings suggest that most strategic actions implemented focus on promotion and sales process marketing activities. Other quite significant actions relate to company image and values content delivery, as well as engaging key influencers or personalities as means to influence customer. This paper provides valuable theoretical and empirical initial insight for framing social media marketing strategies and their actions. This work also sets the basis for future venues on measurements of social media impact on marketing outcomes. | |
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Internacional
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Si |
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Nombre congreso
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2nd Annual EDIM PhD Conference on Management Engineering |
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Tipo de participación
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960 |
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Lugar del congreso
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Milán (Italia) |
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Revisores
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Si |
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ISBN o ISSN
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978-88-6493-029-9 |
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DOI
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Fecha inicio congreso
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10/06/2015 |
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Fecha fin congreso
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12/06/2015 |
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Desde la página
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22 |
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Hasta la página
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22 |
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Título de las actas
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2nd Annual EDIM PhD Conference on Management Engineering. Book of Proceedings. |