Social Media in the Fashion Industry

Fundamentals, Strategy and Research Methods
1. Auflage 2024
ISBN: 978-1-032-82656-1
Verlag: Routledge

Buch, Englisch, 132 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 373 g

Reihe: Routledge Studies in the Fashion Industry

This book introduces social network fundamentals in the fashion domain. It addresses the creation of social media marketing plans, highlighting strategic approaches that allow fashion brands to differentiate themselves in the ephemeral and challenging fashion context.

Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography, visual, sentiment and argumentation analysis, for developing rigorous studies to gain social media insights that can be useful for decision-making and value creation. The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts.

This cutting-edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies, marketing, digital marketing and communication and to young professionals who are starting to work in social media. In addition, this book is also developed for young researchers and PhD students employing social media analysis in their studies.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Sanmiguel, Patricia

Nobile, Tekila Harley

Sánchez-Blanco, Cristina

Sabatini, Nadzeya

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Textilindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

INTRODUCTION SECTION 1: FASHION SOCIAL MEDIA FUNDAMENTALS 1. The power of Social Media 2. Fashion Consumer and Social Media SECTION 2: SOCIAL MEDIA STRATEGY AND PLAN  3. Social Media Strategy  4. Social Media Mix Planning  SECTION 3: SOCIAL MEDIA PERFORMANCE  5. Social Media Commerce Strategy 6. Social Media Content Strategy 7. Social Media Customer Relationship Management and Community Strategy 8. Calendar, Budget, Monitoring and Tools SECTION 4. SOCIAL MEDIA RESEARCH OPPORTUNITIES AND METHODOLOGIES 9. Netnography 10. Visual Analysis 11. Sentiment Analysis 12. Argumentation Analysis SECTION 5: Interviews with Fashion Brands 13. Interview with Nicolas Girotto, CEO of Bally 14. Interview with Carlos Arjiz, Communication Director of Adolfo Dominguez Brand  15. Interview with Blanca Rosa del Bosque Madera, Digital Marketing and CRS brands of TENDAM Fashion Group.

Über Autor(innen)

Patricia SanMiguel is Associate Professor of Digital Marketing, Influence Marketing and Fashion Consumer Behavior at the School of Communication at the University of Navarra (Pamplona, Spain), and ISEM Fashion Business School (Madrid, Spain).

Tekila Harley Nobile is Lecturer and Researcher in Luxury Business at Sotheby’s Institute of Art (London, UK). She is Visiting Lecturer in Digital Fashion Communication at USI—Università della Svizzera italiana, Lugano (Switzerland).

Cristina Sánchez-Blanco is Professor at the School of Communication in the University of Navarra, Spain.

Nadzeya Sabatini is Assistant Professor in Digital Transformation at Gdansk University of Technology (Gdansk, Poland) and Senior Researcher at USI-Universita’ della Svizzera Italiana (Lugano, Switzerland).