When Luxury Brands Changed Their Approach to Social Media

2021 ◽  
pp. 101-118
Author(s):  
Fabrizio Maria Pini ◽  
Dinara Timergaleeva
Keyword(s):  
Social Media ◽  
Purchase Decisions ◽  
Luxury Brands ◽  
Media Communication ◽  
New Approach ◽  
Digital Platforms ◽  
Content Creation ◽  
The Social ◽  
Latent Potential ◽  
Social Media Communication

COVID-19 lockdowns led to a new approach to social media communication by luxury fashion brands. This chapter explores recent pandemic-related changes in the social context and the need for brands to rethink their narrative to engage consumers and influence purchase decisions. The authors selected a panel of 28 fashion luxury brands, both independent and conglomerate-owned, to analyze the paradigm shift in social media communication and content creation. Their findings show that with social media acting as the main touchpoint, luxury fashion brands have effectively produced new communication archetypes, revealing the latent potential of digital platforms as strategic tools.

Channelling Our Efforts: Europlanet in Social Media

2020 ◽  
Author(s):  
Helen Usher ◽  
Sarah Roberts ◽  
Anita Heward
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Planetary Science ◽  
Communication Strategy ◽  
Media Communication ◽  
Mailing Lists ◽  
The Social ◽  
Science Community ◽  
Social Media Communication

<div dir="ltr">The (small) Europlanet social media team has agreed aims of: Informing, Enthusing, Engaging, Encouraging and Celebrating the European Planetary Science Community and the wider community too.  Their work supplements the more traditional channels of website, newletters and mailing lists.</div> <div dir="ltr"> </div> <div dir="ltr">But how can this be done most effectively?  What channels should be used?  What content? What frequency?</div> <div dir="ltr"> </div> <div dir="ltr">If the needs of the communities are to be met, they first need to be identified.  There is currently a lack of data for this.</div> <div dir="ltr"> </div> <div dir="ltr">The proposed interactive poster will pose some questions for the community to consider during EPSC2020, link to a survey for data collection, and use the interactive, virtual nature of the meeting to stimulate a wide discussion.  The data and views of the community will then be used to inform the social media communication strategy for the remainder of the Europlanet 2024 RI Programme.</div>

Social Media Marketing of Brands in the COVID-19 Pandemic

2022 ◽  
pp. 61-82
Author(s):  
Petek Tosun
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Social Media Marketing ◽  
The Novel ◽  
Media Communication ◽  
Health Crisis ◽  
The Social ◽  
Brand Promotion ◽  
Novel Coronavirus ◽  
Social Media Communication

This chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.

scholarly journals Is content king? Job seekers’ engagement with social media employer branding content.

2016 ◽  
Author(s):  
Kilian J. Moser ◽  
Andranik Tumasjan ◽  
Isabell M. Welpe
Keyword(s):  
Social Media ◽  
Supervised Machine Learning ◽  
Job Seekers ◽  
Employer Branding ◽  
Media Communication ◽  
Digital Platforms ◽  
Brand Building ◽  
Fortune 500 Companies ◽  
Employer Brand ◽  
Social Media Communication

Abstract Increasing digitization and the emergence of social media have radically changed the recruitment landscape adding interactive digital platforms to traditional means of employer communication. Removing barriers of distance and timing, social media enable firms to continue their efforts of promoting their employment brand online. However, social media employer communication and employer brand building remains woefully understudied. Our study addresses this gap by investigating how firms use social media to promote their employer brand. We analyze employer branding communication in a sample of N = 216,828 human resources (HR) related Tweets from N = 166 Fortune 500 companies. Using supervised machine learning we classify the Tweet content according to its informational and inspirational nature, identifying five categories of employer branding social media communication on Twitter.

scholarly journals Analysis of B-2-C Social Media Communication in Germany

2018 ◽  
Vol 3 (3) ◽  
pp. 23-31
Author(s):  
Knut Linke ◽  
Torben Friedrich
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Media Marketing ◽  
User Interactions ◽  
Media Communication ◽  
Sports Clubs ◽  
Retail Business ◽  
The Social ◽  
Marketing Activities ◽  
Social Media Communication

In this research paper, social media marketing activities of social media accounts from German business are analyzed for the social networks Facebook, Twitter, Instagram, Xing and LinkedIn. As research objects were the context of the interaction, the used and targeted social network functionalities and the behavior of the companies selected. The selection of social media accounts for the research included companies which are currently member from the stock market indices DAX and MDAX, additional online and offline retail business, successful German sports clubs, celebrities and others businesses. Also and to be sure to evaluate high-class social media marketing, the German social media award winners from 2015-2017 were analyzed. Out of the results of those two analyses, the results were derivate. The results display different usage approaches between the researched networks and the business fields. As result of the research, several contexts approaches for social media posts are defined. The results contain suggestions for the standardization of those contexts and the different approaches how functions from social networks can be used for user interactions. That includes the targeted reactions and standardized reactions of user interactions.

scholarly journals How Novice Entrepreneurs Learn About Digital Marketing Communication Strategies?

2021 ◽  
Vol 6 (2) ◽  
pp. 345
Author(s):  
Miftahul Rozaq ◽  
Sri Hastjarjo ◽  
Yulius Slamet
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Communication Strategies ◽  
Communication Strategy ◽  
Media Communication ◽  
Start Up ◽  
The Social ◽  
Novice Entrepreneurs ◽  
Medium Enterprises ◽  
Social Media Communication

This study aims to investigate the process of learning digital communication strategies by novice entrepreneurs who have limited knowledge, information, and access to formal training by learning through observations on social media to develop their business. This study used a qualitative approach with a case study design of six start-up entrepreneurs from micro, small and medium enterprises in Surakarta, Indonesia. In-depth interviews were conducted with six start-up entrepreneurs to study the social media situation in modeling and the meaning of the social media communication strategy being modeled. The results showed that role modeling occurred based on the needs of novice entrepreneurs to learn social media communication strategies. Also, the correct meaning of social media communication strategies is a determining factor that leads to the self-efficacy of novice entrepreneurs to make similar imitation decisions, develop observed strategies, or create new versions of strategies.

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