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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
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
@article{loureiro2019_1734883551781, 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" }
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 -