Social media in the fashion industry: fundamentals strategy and research methods
SanMiguel, Patricia
Social media in the fashion industry: fundamentals strategy and research methods - New York Routledge 2024 - ix, 122 p. - Routledge Studies in the Fashion Industry .
Table of content:
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. Blanca Rosa del Bosque Madera, Digital & Media Manager, TENDAM Fashion Group
[https://www.routledge.com/Social-Media-in-the-Fashion-Industry-Fundamentals-Strategy-and-Research-Methods/SanMiguel-Nobile-Sanchez-Blanco-Sabatini/p/book/9781032826578?srsltid=AfmBOoqYuzzP9bb5_2X_srRD2_FejmmXJPpYjbgOEC5rn_SCcgY02MR7]
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.
(https://www.routledge.com/Social-Media-in-the-Fashion-Industry-Fundamentals-Strategy-and-Research-Methods/SanMiguel-Nobile-Sanchez-Blanco-Sabatini/p/book/9781032826578?srsltid=AfmBOoqYuzzP9bb5_2X_srRD2_FejmmXJPpYjbgOEC5rn_SCcgY02MR7)
9781032826578
Social media management
Clothing trade marketing
Social media marketing
659.1328 / SAN
Social media in the fashion industry: fundamentals strategy and research methods - New York Routledge 2024 - ix, 122 p. - Routledge Studies in the Fashion Industry .
Table of content:
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. Blanca Rosa del Bosque Madera, Digital & Media Manager, TENDAM Fashion Group
[https://www.routledge.com/Social-Media-in-the-Fashion-Industry-Fundamentals-Strategy-and-Research-Methods/SanMiguel-Nobile-Sanchez-Blanco-Sabatini/p/book/9781032826578?srsltid=AfmBOoqYuzzP9bb5_2X_srRD2_FejmmXJPpYjbgOEC5rn_SCcgY02MR7]
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.
(https://www.routledge.com/Social-Media-in-the-Fashion-Industry-Fundamentals-Strategy-and-Research-Methods/SanMiguel-Nobile-Sanchez-Blanco-Sabatini/p/book/9781032826578?srsltid=AfmBOoqYuzzP9bb5_2X_srRD2_FejmmXJPpYjbgOEC5rn_SCcgY02MR7)
9781032826578
Social media management
Clothing trade marketing
Social media marketing
659.1328 / SAN