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

Heiwon Oh; Brenda Avila; Jay Sang Ryu

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

Heiwon Oh, Brenda Avila, Jay Sang Ryu

언어ENG
URLhttps://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)

초록

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.

키워드

social media marketingdigital marketingonline mediadigital advertisingmarketing events

저자

Heiwon Oh(Yonsei University)
Brenda Avila(Texas State University, USA)
Jay Sang Ryu(Texas Christian University, USA)

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