Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Loureiro, S. M. C., Serra, J. & Guerreiro, J. (2019). How fashion brands engage on social media: a netnography approach. Journal of Promotion Management. 25 (3), 367-378
Exportar Referência (IEEE) 
S. M. Loureiro et al.,  "How fashion brands engage on social media: a netnography approach", in Journal of Promotion Management, vol. 25, no. 3, pp. 367-378, 2019
Exportar BibTeX 
@article{loureiro2019_1732200825826,
	author = "Loureiro, S. M. C. and Serra, J. and Guerreiro, J.",
	title = "How fashion brands engage on social media: a netnography approach",
	journal = "Journal of Promotion Management",
	year = "2019",
	volume = "25",
	number = "3",
	doi = "10.1080/10496491.2019.1557815",
	pages = "367-378",
	url = "https://www.tandfonline.com/doi/full/10.1080/10496491.2019.1557815"
}
Exportar RIS 
TY  - JOUR
TI  - How fashion brands engage on social media: a netnography approach
T2  - Journal of Promotion Management
VL  - 25
IS  - 3
AU  - Loureiro, S. M. C.
AU  - Serra, J.
AU  - Guerreiro, J.
PY  - 2019
SP  - 367-378
SN  - 1049-6491
DO  - 10.1080/10496491.2019.1557815
UR  - https://www.tandfonline.com/doi/full/10.1080/10496491.2019.1557815
AB  - This study compares how fashion brands communicate on social media. A netnography study analyzed six global brands during a 6-month period. Results show that fast-fashion brands emerge as the most effective in online communication. Haute-couture brands are very similar in the way they communicate and show a good level of interactivity with their consumers. However, sports brands have a low level of communication overall and show a low number of photos and videos. The most successful fashion brands continually update photos and videos, interact with consumers, and make them feel a part of the brand by using celebrities.
ER  -