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

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)