Reconciling Social Media with Luxury Fashion Brands

2015 ◽  
pp. 917-945 ◽  
Author(s):  
Wilson Ozuem ◽  
Kerri Tan
Keyword(s):  
Social Media ◽  
Information Diffusion ◽  
Cultural Transformation ◽  
Marketing Communications ◽  
Communication Media ◽  
Communications Media ◽  
Customer Expectations ◽  
Fashion Brand ◽  
Social Media Platforms ◽  
Human Association

Modern developments in communication media are creating new networks of information diffusion which are profoundly altering the way in which people can construct shared ‘realities'. Internet along with its prototypical subsets, notably social media, is enabling the emergence of new mechanism of human association which are shaped by – yet also shape – the development of this new medium of communication. This chapter integrates social media theory and luxury fashion brand theory arguments to examine the knowledge benefits that this cultural transformation provides to the development of a marketing communications programme. The authors argue that the key to providing an effective marketing communication programme is understanding and responding to customer expectations through the integration of social media platforms and traditional marketing communications media.

Reconciling Social Media with Luxury Fashion Brands

2014 ◽  
pp. 1546-1574
Author(s):  
Wilson Ozuem ◽  
Kerri Tan
Keyword(s):  
Social Media ◽  
Information Diffusion ◽  
Cultural Transformation ◽  
Marketing Communications ◽  
Communication Media ◽  
Communications Media ◽  
Customer Expectations ◽  
Fashion Brand ◽  
Social Media Platforms ◽  
Human Association

Modern developments in communication media are creating new networks of information diffusion which are profoundly altering the way in which people can construct shared ‘realities'. Internet along with its prototypical subsets, notably social media, is enabling the emergence of new mechanism of human association which are shaped by – yet also shape – the development of this new medium of communication. This chapter integrates social media theory and luxury fashion brand theory arguments to examine the knowledge benefits that this cultural transformation provides to the development of a marketing communications programme. The authors argue that the key to providing an effective marketing communication programme is understanding and responding to customer expectations through the integration of social media platforms and traditional marketing communications media.

Reconciling Social Media with Luxury Fashion Brands

2014 ◽  
pp. 257-285 ◽  
Author(s):  
Wilson Ozuem ◽  
Kerri Tan
Keyword(s):  
Social Media ◽  
Information Diffusion ◽  
Cultural Transformation ◽  
Marketing Communications ◽  
Communication Media ◽  
Communications Media ◽  
Customer Expectations ◽  
Fashion Brand ◽  
Social Media Platforms ◽  
Human Association

Modern developments in communication media are creating new networks of information diffusion which are profoundly altering the way in which people can construct shared ‘realities'. Internet along with its prototypical subsets, notably social media, is enabling the emergence of new mechanism of human association which are shaped by – yet also shape – the development of this new medium of communication. This chapter integrates social media theory and luxury fashion brand theory arguments to examine the knowledge benefits that this cultural transformation provides to the development of a marketing communications programme. The authors argue that the key to providing an effective marketing communication programme is understanding and responding to customer expectations through the integration of social media platforms and traditional marketing communications media.

Social Media and Its Implications for Marketing Communications

2015 ◽  
pp. 252-270 ◽  
Author(s):  
Irina Yankova ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Customer Retention ◽  
Marketing Communications ◽  
Customer Engagement ◽  
Marketing Communication ◽  
Design And Implementation ◽  
Computer Mediated ◽  
Social Media Platforms ◽  
Way Of Thinking ◽  
The Uk

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather sceptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.

scholarly journals Estimating the effect size of moral contagion in online networks: A pre-registered replication and meta-analysis

2021 ◽  
Author(s):  
William J. Brady ◽  
Jay Joseph Van Bavel
Keyword(s):  
Social Media ◽  
Effect Size ◽  
Online Social Networks ◽  
Information Diffusion ◽  
Meta Analysis ◽  
Online Information ◽  
Political Messages ◽  
Social Lives ◽  
Social Activists ◽  
Social Media Platforms

Over 4 billion people now use social media platforms. As our social lives become more entangled than ever before with online social networks, it is important to understand the dynamics of online information diffusion. This is particularly true for the political domain, as political elites, disinformation profiteers and social activists all utilize social media to gain influence by spreading information. Recent work found that emotional expressions related to the domain of morality (moral emotion expression) are associated with increased diffusion of political messages--a phenomenon we called ‘moral contagion’. Here, we perform a large, pre-registered direct replication (N = 849,266) of Brady et al. (2017), as well as a meta-analysis of all available data testing moral contagion (5 independent labs, 27 studies, N = 4,821,006). The estimate of moral contagion in the available population of studies is positive and significant (IRR = 1.12, 95% CI = [1.06, 1.19]), such that each message is 12% more likely to be shared for each additional moral-emotional word. The mean effect size of the large, pre-registered replication (IRR = 1.15) better estimated the effect size of the available population of studies than the original study (IRR = 1.20). These findings reinforce the importance of replication and producing a pre-registered analysis to generate accurate estimates of effect size for future studies.

scholarly journals Predictive Analytical Model for Microblogging Data Using Asset Bubble Modelling

2020 ◽  
Vol 14 (2) ◽  
pp. 108-118
Author(s):  
Srinidhi Hiriyannaiah ◽  
Siddesh G.M. ◽  
Srinivasa K.G.
Keyword(s):  
Social Media ◽  
Information Diffusion ◽  
Predictive Analytics ◽  
Heterogeneous Systems ◽  
Asset Bubble ◽  
Proposed Model ◽  
Different Types ◽  
Social Media Platforms ◽  
Types Of Information ◽  
Better Than

In recent days, social media plays a significant role in the ecosystem of the big data world and its different types of information. There is an emerging need for collection, monitoring, analyzing, and visualizing the different information from various social media platforms in different domains like businesses, public administration, and others. Social media acts as the representative with numerous microblogs for analytics. Predictive analytics of such microblogs provides insights into various aspects of the real-world entities. In this article, a predictive model is proposed using the tweets generated on Twitter social media. The proposed model calculates the potential of a topic in the tweets for the prediction purposes. The experiments were conducted on tweets of the regional election in India and the results are better than the existing systems. In the future, the model can be extended for analysis of information diffusion in heterogeneous systems.

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

Social Identity Matters

2017 ◽  
pp. 326-361 ◽  
Author(s):  
Guida Helal ◽  
Wilson Ozuem
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Identity Theory ◽  
Customer Relationships ◽  
Marketing Communications ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Identity Based ◽  
Fashion Apparel

Fashion brands' online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Social media has matured into the prime channel for regular interactions and the development of brand-customer relationships that enrich social identity. Drawing on social identity theory, the current chapter examines how the evolving social media platforms impact on brand perceptions in the fashion apparel and accessories industries. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programmes.

scholarly journals Understanding the Emotional Intelligence Discourse on Social Media: Insights from the Analysis of Twitter

2021 ◽  
Vol 9 (4) ◽  
pp. 56
Author(s):  
Shardul Shankar ◽  
Vijayshri Tewari
Keyword(s):  
Social Media ◽  
Emotional Intelligence ◽  
Language Processing ◽  
Information Diffusion ◽  
Information Dissemination ◽  
Research And Practice ◽  
Network Analytics ◽  
Twitter Analytics ◽  
Social Media Platforms ◽  
Use Of Social Media

Social networks have created an information diffusion corpus that provides users with an environment where they can express their views, form a community, and discuss topics of similar or dissimilar interests. Even though there has been an increasingly rising demand for conducting an emotional analysis of the users on social media platforms, the field of emotional intelligence (EI) has been rather slow in exploiting the enormous potential that social media can play in the research and practice of the framework. This study, thus, tried to examine the role that the microblogging platform Twitter plays in enhancing the understanding of the EI community by building on the Twitter Analytics framework of Natural Language Processing to further develop the insights of EI research and practice. An analysis was conducted on 53,361 tweets extracted using the hashtag emotional intelligence through descriptive analytics (DA), content analytics (CA), and network analytics (NA). The findings indicated that emotional intelligence tweets are used mostly by speakers, psychologists (or other medical professionals), and business organizations, among others. They use it for information dissemination, communication with stakeholders, and hiring. These tweets carry strong positive sentiments and sparse connectedness. The findings present insights into the use of social media for understanding emotional intelligence.

scholarly journals Making up Political People: How Social Media Create the Ideals, Definitions, and Probabilities of Political Speech

2020 ◽  
Author(s):  
Mike Ananny
Keyword(s):  
Social Media ◽  
Media Studies ◽  
Science And Technology Studies ◽  
Science And Technology ◽  
Communication Media ◽  
Political Speech ◽  
Technology Studies ◽  
Social Media Platforms

An examination of the principles and techniques that social media platforms use to define and regulate political speech. Uses concepts from Communication, Media Studies, and Science and Technology Studies to investigate how platforms define ideals of citizenship, the politics of the categories they use to define speech, and the role that algorithms and probability play in governing platform speech.

scholarly journals The echo chamber effect on social media

2021 ◽  
Vol 118 (9) ◽  
pp. e2023301118
Author(s):  
Matteo Cinelli ◽  
Gianmarco De Francisci Morales ◽  
Alessandro Galeazzi ◽  
Walter Quattrociocchi ◽  
Michele Starnini
Keyword(s):  
Social Media ◽  
Information Diffusion ◽  
Gun Control ◽  
Interaction Networks ◽  
Echo Chambers ◽  
Social Media Platforms ◽  
Echo Chamber ◽  
Shared Narrative ◽  
Formation Of Groups ◽  
Chamber Effect

Social media may limit the exposure to diverse perspectives and favor the formation of groups of like-minded users framing and reinforcing a shared narrative, that is, echo chambers. However, the interaction paradigms among users and feed algorithms greatly vary across social media platforms. This paper explores the key differences between the main social media platforms and how they are likely to influence information spreading and echo chambers’ formation. We perform a comparative analysis of more than 100 million pieces of content concerning several controversial topics (e.g., gun control, vaccination, abortion) from Gab, Facebook, Reddit, and Twitter. We quantify echo chambers over social media by two main ingredients: 1) homophily in the interaction networks and 2) bias in the information diffusion toward like-minded peers. Our results show that the aggregation of users in homophilic clusters dominate online interactions on Facebook and Twitter. We conclude the paper by directly comparing news consumption on Facebook and Reddit, finding higher segregation on Facebook.

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