KOREASCHOLAR

COTTON AWARENESS MARKETING: THE COMPARISON OF SOCIAL MEDIA MARKETING AND CONVENTIONAL MARKETINT

Heiwon Oh, Brenda Avila, Jay Sang Ryu
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299186
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.338-341
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research examined the effect of social media marketing on college students’ behaviors toward cotton clothing. The results showed that social media marketing had a greater impact on college students than conventional marketing or no marketing. Fashion brands should utilize social media to communicate with college students more effectively.

Keyword
social media marketingdigital marketingonline mediadigital advertisingmarketing events
Author
  • Heiwon Oh(Yonsei University)
  • Brenda Avila(Texas State University, USA)
  • Jay Sang Ryu(Texas Christian University, USA)