BE SOCIAL AND BE TUNED: EVALUATE YOUR BRANDS IN ONLINE COMMUNITIES
Silvia Ranfagni, Monica Faraoni
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/325884
Global Fashion Management Conference
2017 Global Fashion Management Conference at Vienna
(2017.07)
pp.216-224
pp.216-224
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
The paper proposes an analytical approach that explores brands in virtual environments by combining indicators of consumer brand alignment with measurements of social engagement. The results illustrated can be useful to devise adjustments to brand communication. The analysis is applied to brands belonging to the fashion industry.
Author