scholarly journals The Role of Fashion Bloggers in Fashion Marketing Communication

2019 ◽  
Vol 85 ◽  
pp. 8-23
Author(s):  
Akvilė Mickevičiūtė ◽  
Daiva Siudikienė
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Empirical Research ◽  
21St Century ◽  
Product Reviews ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Fashion Industry ◽  
Wide Audience

Because of digitization and internet development that took place in the 21st century, fashion industry has been consistently encountering various challenges. While the popularity of social media continues to grow, a new player in fashion industry, along with the medium they control, has emerged – the fashion blogger and the fashion blog. After gaining millions of followers on social media, bloggers acquired a certain power position – they can influence the opinion of their audience. With the popularity of social media, fashion bloggers, who gain a certain position of power through the acquisition of large numbers of followers across social networks, can shape their followers’ opinions, present a variety of fashion product reviews, and participate in the consumer decision-making processes. For fashion companies, collaborations with bloggers are becoming more relevant and an increasing part of a fashion brand marketing strategy. This article introduces theoretical and empirical research that was carried out to analyze and explore the role of fashion bloggers in modern fashion marketing communication. Fashion companies seek to exploit this advantage for commercial purposes and include blogs as advertising channels into their marketing strategy. This article aims to analyze the role of blogs in the modern fashion industry. In order to reach that, the following objectives were set: to research the attributes of the fashion industry and fashion marketing in the 21st century; to analyze the definition, features, types, and significance of fashion blogs with reference to the current fashion industry; to examine the aspects of connection forming between fashion blogger and its audience; to explore the features of Lithuania’s fashion bloggers’ activities and the strategies they use to develop their ties with significant target audiences of the fashion sector. In order to reach the aim of research, two empirical research methods were combined: semi-structured interviews with fashion bloggers and a questionnaire for the followers of fashion blogs. During the study it was established that the role of Lithuania’s fashion blogs is best seen in fashion marketing – blogs are the mediators between fashion companies and consumers. They form a personal bond with consumers and organically disseminate fashion trends to a wide audience.

Brand Anthropomorphism

2018 ◽  
pp. 39-61
Author(s):  
Tamara L. Wandel
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Entertainment Industry ◽  
Marketing Communication ◽  
Promising Tool ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Brand Attributes

This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals and those in the sports and entertainment industry. Interviews were conducted with personnel associated with mascots to gain insights into the concept of brand anthropomorphism. Also, an online survey was conducted on mascot brand attributes and results were presented. The ability to personify a brand has significant managerial implications, and this chapter demonstrates how social media platforms may drive brand loyalty.

The Role of Social Media in the Fashion Industry: The Case of Eco Luxury in Today’s Consumption

2021 ◽  
pp. 97-115
Author(s):  
Concha Pérez-Curiel ◽  
Gloria Jiménez-Marín ◽  
Irene García-Medina
Keyword(s):  
Social Media ◽  
Fashion Industry

scholarly journals The threat of surveillance capitalism

Teknokultura ◽  
2019 ◽  
Vol 16 (2) ◽  
pp. 265-276
Author(s):  
Chris H. Gray
Keyword(s):  
Social Media ◽  
Political Economy ◽  
21St Century ◽  
The Political ◽  
Early 21St Century ◽  
Media Companies ◽  
Important Addition ◽  
The Early 21St Century

Using Shoshana Zuboff’s 2019 book, The Age of Surveillance Capitalism, the essay explores this latest form of capitalism and Zuboff’s claims about its organization. Her arguments are compared and contrasted with David Eggers novel, and the movie that came out of it, called The Circle, as well as other perspectives on capitalism (Marx, Barry Unsworth’s Sacred Hunger) and the current dominance of social media companies (especially Alphabet/Google, Facebook, and Amazon) from Evgeny Morozov, Natasa Dow Schüll, Zeynep Tufekci, Steve Mann and Tim Wu. Zuboff’s description and critique of Surveillance Capitalism is a convincing and important addition to our understanding of the political economy of the early 21st Century and the role of giant monopolistic social media companies in shaping it.

Reinventing Museums in 21st Century

2020 ◽  
pp. 117-138 ◽  
Author(s):  
Antonios Kargas ◽  
Nikoletta Karitsioti ◽  
Georgios Loumos
Keyword(s):  
Social Media ◽  
Virtual Reality ◽  
Augmented Reality ◽  
Empirical Research ◽  
21St Century ◽  
Industry 4.0 ◽  
Learning Effects ◽  
Industrial Services ◽  
Cultural Organizations ◽  
Digital Convergence

The forthcoming Industry 4.0 is expected to change not only manufacturing and industrial services, but will rearrange how services are offered in a variety of sectors, including museum's services. Museums will inevitably be led to more digital (VR & AR) and promoting (Social Media) paths. A forthcoming “digital convergence” between VR & AR technologies and social media's promoting logic could enlarge museums' potentialities in attracting more visitors, younger visitors, while new patterns for connecting learning effects and amusement should be established. This chapter contributes to the following: • Presenting existing theoretical and empirical research on Virtual Reality and Augmented Reality technological implementation in Museums. • Presenting current tensions on social media's usage from cultural organizations. • Exploring how VR & AR applications can incorporate various elements coming from social media operational logic.

scholarly journals Some Reflections on Manuel Castells’ Book "Networks of Outrage and Hope. Social Movements in the Internet Age".

2012 ◽  
Vol 10 (2) ◽  
pp. 775-797 ◽  
Author(s):  
Christian Fuchs
Keyword(s):  
Social Media ◽  
Social Movements ◽  
Empirical Research ◽  
Social Theory ◽  
The Internet ◽  
Internet Age ◽  
The Media ◽  
Manuel Castells ◽  
The Relationship

This paper provides critical reflections on Manuel Castells’ (2012) book Networks of Outrage and Hope. Social Movements in the Internet Age that analyses the “nature and perspectives of networked social movements” (p. 4) and gives special focus to the role of “social media” in movements that emerged in 2011 in Tunisia, Iceland, Egypt, Spain and the United States. I situate Castells’ book in an intellectual discourse that focuses on the political implications of social media and that has involved Clay Shirky, Malcolm Gladwell and Evgeny Morozov. The article also discusses the role of social theory and empirical research in Castells’ book, presents as an alternative a theoretical model of the relationship between social movements and the media, discusses the implications that some empirical data that focus on social media in the Egyptian revolution and the Occupy Wall Street movement have for Castells’ approach, discusses how Castells positions himself towards capitalism and compares his explanation of the crisis and his political views to David Harvey’s approach. Section overview: 1. Introduction 2. Social Media and Politics: A Controversy between Clay Shirky, Malcolm Gladwell and Evgeny Morozov 3. Castells on Social Media in the Context of Protests and Revolutions: The Dimension of Social Theory 4. Social Theory Recovered: A Model of the Relationship between Social Movements and the Media 5. Castells on Social Media in the Context of Protests and Revolutions: The Dimension of Empirical Research 6. Manuel Castells and David Harvey: The Question of Political Struggle - For or against Capitalism? 7. Conclusion

scholarly journals Role of Social Sentiment Analysis in Stock Trends Forecasting

2019 ◽  
Vol 8 (2S5) ◽  
pp. 144-147
Keyword(s):  
Social Media ◽  
Stock Market ◽  
Sentiment Analysis ◽  
Product Reviews ◽  
Stock Market Prediction ◽  
The People ◽  
Market Trends ◽  
Election Results ◽  
Analysis Of Social Networks

Social media like Face book, Twitter have attracted attention from various sectors of study in recent years. Most of the people share ideas, opinions on various topics such as Stock Market Prediction, Digital marketing, Movie review, Election Results Prediction and Product reviews etc,. Forecasting Financial Market is considered to be one of the significant applications of Sentiment Analysis on Social Data like Face book, Twitter. It is essential to accurately predict the movements in stock trends, as the stock market trends are volatile. In the past few years several researches have been carried out for predicting the future trends of stock market through sentiment analysis on social media comments. This paper gives the survey on the various techniques, tools and methodologies adopted by several researchers on Stock Market Prediction based on sentiment analysis of Social networks

scholarly journals Internet Marketing Strategy Demandailing Café in Building a Digital Brand on Instagram

2021 ◽  
Vol 8 (2) ◽  
pp. 165
Author(s):  
Rifkya Xena Aminullah JR ◽  
Jokhanan Kritiyono
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Interpersonal Communication ◽  
Brand Image ◽  
Communication Strategy ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
The Public ◽  
Marketing Data

This study raises the marketing communication strategy carried out by the Demandailing management in building the Demandailing Cafe brand image. This study describes the digital marketing strategy carried out by Demandailing Café in building a brand image on Instagram social media to the public, especially Demandailing Cafe consumers located in Surabaya. The benefits obtained from this research are as an academic reference on digital marketing in building a practical brand image on Instagram social media. The research method used in this research is descriptive qualitative, with an analysis of Integrated Marketing Communication (IMC) and digital marketing. Data was collected through in-depth interviews, observation, and documentation studies. This study concludes that in carrying out the Demandailing digital marketing strategy to build a brand image on Instagram social media, it is determined by how the products offered are highlighted in terms of the promotional content of the Demandailing Café product itself. Submission of the brand image itself indirectly becomes an interpersonal communication from Demandailing with customers who see Instagram. Demandailing always makes innovations in building a brand image that is not done by other cafe entrepreneurs, both in terms of soft selling and hard selling.

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