KOREASCHOLAR

DIGITALISED AND DIGITISED FASHION EXHIBITIONS AND BIG EVENTS: ¨CHINA: THROUGH THE LOOKING GLASS” CASE STUDY

Maria Gatón Fraile, Lucía Pérez Pérez
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400746
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.207-211
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research was conducted to explore how fashion exhibitions, in this case with a historical and cultural foundation, and big events can be an impactful channel of marketing communications with digitalization and social media. Exhibitions and events are featured as meaningful communications channels to diffuse the culture and businesses sectors.

Keyword
fashion communicationsdigital communicationsevents communicationsexhibitions communicationsdigital marketingcultural communications
Table Content
ABSTRACT
INTRODUCTION
THEORETICAL DEVELOPMENT
RESEARCH DESIGN
RESULT AND CONCLUSIONS
REFERENCES
Author
  • Maria Gatón Fraile(University of Malaga)
  • Lucía Pérez Pérez(EAE Business School)