Enterprise Social Media and Digital Creativity for Fashion Brands

Xiaohui Zeng and Caroline Jawad
Additional contact information
Xiaohui Zeng: Chengdu University of Information Technology
Caroline Jawad: Institute of Management and Health

Chapter 11 in Digital Transformation for Fashion and Luxury Brands, 2024, pp 225-247 from Springer

Abstract: Abstract The perfect combination of social media and business models has completely reshaped the traditional shopping experience of people for fashion and luxury brands. Social commerce has become a major driver for the digital transformation of brand marketing. To create a virtual reality and immersive shopping experience for increasingly young consumers, enterprises often make use of various social media communication platforms and continually release live short videos for product introduction and reviews online. By providing conceptual clarification and definitions of social media, social networking site, and enterprise social media (ESM), this chapter proposes a corporate managerial perspective of operating ESM tools based on the technical features. In addition, the benefits and risks of the strategic use of ESM platforms for marketing context are stated. For chief marketing officers, this research provides theoretical references and managerial suggestions on how to build close relationships with internal and external stakeholders within an ESM sphere, as well as improve innovative activities to deliver corporate culture and brand value of fashion industry.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-35589-9_11

Ordering information: This item can be ordered from
http://www.springer.com/9783031355899

DOI: 10.1007/978-3-031-35589-9_11

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().