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UAL Research Online

Why all that noise – assessing the strategic value of social media for fashion brands

Kontu, Hanna and Vecchi, Alessandra (2014) Why all that noise – assessing the strategic value of social media for fashion brands. Journal of Global Fashion Marketing, 5 (3). pp. 235-250. ISSN 2093-2685

Type of Research: Article
Creators: Kontu, Hanna and Vecchi, Alessandra

The importance of social media is evident, as millions of people use it to connect with others, share content and discuss different topics. Although it is clear that social media is powerful and ubiquitous, many fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. Adopting an exploratory approach, our study provides a critical assessment of the use of social media by three international fashion brands, in order to identify its potential as a strategic marketing tool.

Official Website: http://www.tandfonline.com/doi/full/10.1080/20932685.2014.912443
Keywords/subjects not otherwise listed: fashion, strategic marketing, digital strategy, social media, Facebook, 时尚, 营销战略, 数字战略, 社会媒体, Facebook
Publisher/Broadcaster/Company: Taylor & Francis
Your affiliations with UAL: Colleges > London College of Fashion
Date: 23 May 2014
Digital Object Identifier: 10.1080/20932685.2014.912443
Date Deposited: 04 Aug 2015 17:49
Last Modified: 04 Aug 2015 17:49
Item ID: 6576
URI: https://ualresearchonline.arts.ac.uk/id/eprint/6576

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