KOREASCHOLAR

MANAGERIAL PERSPECTIVES TO BRAND STORYTELLING TRHOUGH VISUAL SOCIAL MEDIA

Hanna Kontu, Karinna Nobbs, Katherine Duffy, Matteo Montecchi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299097
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.509-511
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Social media has radically altered marketing’s ecology of influence. Moreover, through the rise of visual social media platforms in recent years, marketers are facing new challenges. Adopting an exploratory approach, our study combines interviews and content analysis to explore the managerial perspectives to brand storytelling through visual content site Pinterest and to assess its potential as a strategic marketing communications tool.

Keyword
social mediasocial media platformcommunications toolstrategic marketingstorytelling
Author
  • Hanna Kontu(London College of Fashion, UK)
  • Karinna Nobbs(British School of Fashion, UK)
  • Katherine Duffy(University of Essex, UK)
  • Matteo Montecchi(London College of Fashion, UK)