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• What do hashtags afford in digital fashion communication? An exploratory study on Gucci-related hashtags on Twitter and Instagram.

  Publication

  • O. Karamalak
  • N. Sabatini
  • L. Cantoni

  - Semiotica : Journal of the International Association for Semiotic Studies - Year 2021

  Being enmeshed in a digital environment, we daily produce internet-mediated texts – encompassing several different semiotic codes – accessible on a global scale. Posts on different networks usually contain hashtags, which can be understood as affordances or behavior opportunities. These affordances allow specific actions both from the part of the writer and the reader. They can also be “behavior triggers,” which invite certain...

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