Fashion Brands, Social Media, and Consumers’ Exposure to Marketing Messages

Artha Sejati Ananda (), Ángel Hernández-Garcia and Lucio Lamberti
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Artha Sejati Ananda: Universidad Politécnica de Madrid
Ángel Hernández-Garcia: Universidad Politécnica de Madrid
Lucio Lamberti: Politecnico di Milano

A chapter in Strategic Innovative Marketing, 2017, pp 221-227 from Springer

Abstract: Abstract Current research devotes little attention to consumers’ perceptions of marketing messages on social media. This study investigates whether consumers’ perceptions of fashion brands’ social media marketing actions match brands’ intended and actual marketing intensity. The findings suggest a big overlap between both, although they also point to some exceptions. Consumers’ exposure to social shopping messages is prevalent; the most frequent social media marketing messages from a consumer’s view relate to representational actions, with low volume of engagement-related contents. Additionally, this study proposes specific dimensions of social media marketing activities, in order to improve measurement instruments of social media marketing actions that combine companies’ and consumers’ perspectives.

Keywords: Social media marketing; Social media marketing actions; Fashion brand; Consumer perception (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-56288-9_30

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DOI: 10.1007/978-3-319-56288-9_30

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