BUILDING FASHION BRANDS THROUGH SOCIAL MEDIA
Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence
(2015.06)
pp.342-347
pp.342-347
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
The research examines the role of social media as a part of marketing communications strategy in the fashion industry. The aim is to develop a conceptual framework for marketing communications in the digital age, given the rise in importance of social media and the decline of traditional print media in terms of fashion influence.
Author