1st Edition

Social Media in the Fashion Industry Fundamentals, Strategy and Research Methods

    200 Pages
    by Routledge

    200 Pages
    by Routledge

    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.

    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

     

    Biography

    Patricia SanMiguel is Associate Professor of Digital Marketing, Influence Marketing and Fashion Consumer Behavior at the School of Communication at the University of Navarra and ISEM Fashion Business School.

     

    Tekila Harley Nobile is lecturer and researcher in Luxury Business at Sotheby’s Institute of Art (UK). She is visiting lecturer in Digital Fashion Communication at USI – Università della Svizzera italiana (Switzerland).

    Cristina Sánchez-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).