Social Media in the Fashion Industry. Fundamentals, Strategy and Research Methods

SanMiguel Patricia; Harley Tekila Nobile; Cristina Sánchez-Blanco; Nadzeya Sabatini

doi:10.4324/9781003505495

Social Media in the Fashion Industry. Fundamentals, Strategy and Research Methods

Abstract

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.

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Category:

Monographic publication

Type:

książka - monografia autorska/podręcznik w języku o zasięgu międzynarodowym

Language:

English

Publication year:

2024

Bibliographic description:

Patricia S., Nobile H. T., Sánchez-Blanco C., Sabatini N.: Social Media in the Fashion Industry. Fundamentals, Strategy and Research Methods. : Routledge, 2024. 200 s. ISBN 78-1-032-82656-1

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