Patricia Sanmiguel, Tekila Harley Nobile, Cristina Sánchez-Blanco

Social Media in the Fashion Industry

Fundamentals, Strategy and Research Methods

• Gebundenes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis Ltd (Sales)
• Seitenzahl: 122
• Erscheinungstermin: 7. Oktober 2024
• Englisch
• Abmessung: 234mm x 156mm x 10mm
• Gewicht: 367g
• ISBN-13: 9781032826561
• ISBN-10: 1032826568
• Artikelnr.: 70679183

Autorenporträt

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).

Inhaltsangabe

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.