Observatorio de I+D+i UPM

Memorias de investigación
Ponencias en congresos:
Social Media Marketing Strategy - A Case Study of an Italian SME Fashion Brand
Año:2015
Áreas de investigación
  • Psicología del marketing y del comportamiento del consumidor
Datos
Descripción
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.
Internacional
Si
Nombre congreso
2nd Annual EDIM PhD Conference on Management Engineering
Tipo de participación
960
Lugar del congreso
Milán (Italia)
Revisores
Si
ISBN o ISSN
978-88-6493-029-9
DOI
Fecha inicio congreso
10/06/2015
Fecha fin congreso
12/06/2015
Desde la página
22
Hasta la página
22
Título de las actas
2nd Annual EDIM PhD Conference on Management Engineering. Book of Proceedings.
Esta actividad pertenece a memorias de investigación
Participantes
  • Autor: Artha Sejati Ananda . (UPM)
  • Autor: Lucio Lamberti (Politecnico di Milano)
  • Autor: Angel Hernandez Garcia (UPM)
Grupos de investigación, Departamentos, Centros e Institutos de I+D+i relacionados
  • Creador: Centro o Instituto I+D+i: Centro de Domótica Integral, CEDINT
  • Departamento: Ingeniería de Organización, Administración de Empresas y Estadística
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