Why all that noise – assessing the strategic value of social media for fashion brands

Hanna Kontu and Alessandra Vecchi

Journal of Global Fashion Marketing, 2014, vol. 5, issue 3, 235-250

Abstract: The importance of social media is evident, as millions of people use it to connect with others, share content and discuss different topics. Although it is clear that social media is powerful and ubiquitous, many fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. Adopting an exploratory approach, our study provides a critical assessment of the use of social media by three international fashion brands, in order to identify its potential as a strategic marketing tool.

Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2014.912443 (text/html)
Access to full text is restricted to subscribers.

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:taf:rgfmxx:v:5:y:2014:i:3:p:235-250

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2014.912443

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().