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Descripción
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| 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. | |
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Internacional
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Si |
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DOI
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10.1007/978-3-319-56288-9_30 |
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Edición del Libro
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1 |
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Editorial del Libro
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Springer, Cham |
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ISBN
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978-3-319-56287-2 |
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Serie
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Springer Proceedings in Business and Economics |
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Título del Libro
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Strategic Innovative Marketing |
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Desde página
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221 |
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Hasta página
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227 |