Observatorio de I+D+i UPM

Memorias de investigación
Ponencias en congresos:
Fashion in Actions on Social Media - Spanish SME Fashion Brands Case Studies
Año:2015
Áreas de investigación
  • Psicología del marketing y del comportamiento del consumidor
Datos
Descripción
Fashion is one of the most vibrant sectors in Europe and important contributors to the European Union (EU) economy. In particular, Small and Medium Enterprises (SMEs) play a major part in European fashion industry (EU 2012). Just like fashion, where people¿s style has inherently meant to be shared as it is foremost a representation of one¿s self-image, social media allow the reflection of ones' personality and emotions. Although fashion practitioners have embraced social media in their marketing activities, it is still relatively few known at an academic level about the specificities of fashion industry when approaching social media marketing (SMM) strategies. This study sets out to explore fashion companies' SMM strategy and its activities. From an exploratory approach, we present case studies of two Spanish SME fashion companies, anonymously named hereafter as Company A and Company B, to deepen our understanding on how fashion brands implement their SMM strategy. Company A offers high-end fashion products while Company B produces medium fashion products. We analyzed the case studies using qualitative (interviews to companies' executives) and a mix of qualitative and quantitative (content analysis of companies' social media platform) methods. Public posts data of both companies' Facebook brand pages were used to perform the content analysis. Our findings through case studies of the two companies reveal that branding-oriented strategic objectives are the main drivers of their SMM implementations. There are significant differences between both companies. The main strategic action employed by Company A is engaging customers to participate into brand's offline social gathering events by inviting them through social media platform, while Company B focuses its effort on posting product promotion related contents and engaging influencers such as fashion bloggers. Our results are expected to serve as a basis of further investigations on how SMM strategy and strategic actions implemented by fashion brands may influence marketing outcomes.
Internacional
Si
Nombre congreso
2nd European Conference on Social Media (ECSM 2015)
Tipo de participación
960
Lugar del congreso
Porto, Portugal
Revisores
Si
ISBN o ISSN
978-1-910810-31-6
DOI
10.13140/RG.2.1.2774.7686
Fecha inicio congreso
09/07/2015
Fecha fin congreso
10/07/2015
Desde la página
488
Hasta la página
497
Título de las actas
Proceedings of The 2nd European Conference on Social Media ECSM 2015
Esta actividad pertenece a memorias de investigación
Participantes
  • Autor: Artha Sejati Ananda . (UPM)
  • Autor: Angel Hernandez Garcia (UPM)
  • Autor: Lucio Lamberti (Politecnico di Milano)
Grupos de investigación, Departamentos, Centros e Institutos de I+D+i relacionados
  • 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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