Social media in the fashion industry: fundamentals strategy and research methods

By:

SanMiguel, Patricia

Contributor(s):

Material type: Text

TextSeries: Routledge Studies in the Fashion IndustryPublication details: Routledge New York 2024Description: ix, 122 pISBN:

9781032826578

Subject(s):

DDC classification:

659.1328 SAN

Summary: 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)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	659.1328 SAN (Browse shelf(Opens below))	1	Available		007265

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Previous	659.111 KEL Advertising account planning: planning and managing strategic communications campaigns	659.132 BLA Advertising design by medium: a visual and verbal approach	659.132 SUL Hey whipple, squeeze this: the classic guide to creating great ads	659.1328 SAN Social media in the fashion industry: fundamentals strategy and research methods	659.133 BER Contagious: how to build word of mouth in the digital age	659.133 BER Contagious: how to build word of mouth in the digital age	659.144 AGI Faster, smarter, louder: master attention in a noisy digital market	Next

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)

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