000			03367nam a22002657a 4500
005			20250114144931.0
008			250114b |||||||| |||| 00| 0 eng d
020			_a9781032826578
082			_a659.1328 _bSAN
100			_aSanMiguel, Patricia _919729
245			_aSocial media in the fashion industry: _bfundamentals strategy and research methods
260			_bRoutledge _aNew York _c2024
300			_aix, 122 p.
365			_aGBP _b38.99
490			_aRoutledge Studies in the Fashion Industry
500			_aTable 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]
520			_aThis 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)
650			_aSocial media management _920634
650			_aClothing trade marketing
650			_aSocial media marketing _910956
700			_aNobile, Tekila Harley _920635
700			_aSánchez-Blanco, Cristina _920636
700			_aSabatini, Nadzeya _920637
942			_cBK _2ddc
999			_c8518 _d8518