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.
Through a variety of academic and professional sources and by sharing the results of their own research, the authors present research methodologies, including netnography, visual, sentiment and argumentation analysis, for developing rigorous studies to gain social media insights that can be useful for decision-making and value creation. The book also discusses future trends regarding social media management in the fashion domain via interviews with senior fashion experts.
This cutting-edge book that combines theory and practice will appeal to undergraduate and master students across a broad range of fields including fashion studies, marketing, digital marketing and communication and to young professionals who are starting to work in social media. In addition, this book is also developed for young researchers and PhD students employing social media analysis in their studies.
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.
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.
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 Sothebys Institute of Art (London, UK). She is Visiting Lecturer in Digital Fashion Communication at USIUniversitą della Svizzera italiana, Lugano (Switzerland).
Cristina Sįnchez-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).
