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Publication Detailed Description
How fashion brands engage on social media: a netnography approach
Journal Title
Journal of Promotion Management
Year (definitive publication)
2019
Language
English
Country
United Kingdom
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Abstract
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.
Acknowledgements
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Keywords
Fashion brands,Online communication,Instagram,Netnography
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
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