| 1. |
- Geissinger, Andrea, 1987-, et al.
(författare)
-
Fashion weeks - Engagement concentration or spill over?
- 2016
-
Konferensbidrag (refereegranskat)abstract
- Purpose: This paper aims to explore the interplay between social media, fashion weeks and the degree to which participating and non-participating brands enjoy engagement of social media users.Design/methodology/approach: A material of 4424 user-generated content published before, during and after Fashion Week Stockholm in February 2016 were collected and analysed.Findings: The presented results show that the studied fashion week both concentrates engagement for participating brands but also creates spillover engagement to non-participating brands.Research limitations/implications: Because of the specific characteristics of the Swedish fashion industry and the Swedish media landscape, empirical illustrations from fashion weeks in other fashion cities would be valuable to verify the presented findings.Practical implications: As participating brands enjoy an increased level of engagement during the fashion week, but that engagement for non-participating brands simultaneously increase, these findings question whether individual brands should be official participants of fashion weeks.Social implications: Since the fashion week seems to have transformed from a marketing platform to a brand of its own, this shift can enable closer collaborations with the tourism and hospitality industry as well as efforts related to the promotion of place brands.Originality/value: This paper contributes to the field of fashion marketing and management by illustrating the dynamic interplay between engagement created in social media and fashion weeks while also pointing out the conceptual and managerial implications this development generatesfor participating and non-participating brands.
|
|
| 2. |
- Geissinger, Andrea, 1987-, et al.
(författare)
-
User engagement in social media – an explorative study of Swedish fashion brands
- 2016
-
Ingår i: Journal of Fashion Marketing and Management. - : Emerald Group Publishing Limited. - 1361-2026 .- 1758-7433. ; 20:2, s. 177-190
-
Tidskriftsartikel (refereegranskat)abstract
- PurposeThe present paper aims to add to the literature by exploring how curvilinear manifestations of user engagement can be explained in the setting of fashion-oriented social media.Design/methodology/approachThis study analyses how ten Swedish fashion brands have been integrated in expressions of user engagement in social media. In total, a material of 11,173 user-generated contents from different types of social media applications over a period of 12 weeks was collected and analysed.FindingsThe results of this paper show that user engagement fluctuates considerably over time in social media. It also shows that the degree of engagement varies between different forms of social media applications.Originality/valueThis study contributes to the literature on fashion marketing and user engagement by adding empirical support for the suggestion that expressions of engagement found in social media are curvilinear in their nature. It also concludes that highly involved and engaged users, instead of being brand activists, tend to be variety seekers in the studied setting that when taken together represents an emerging managerial challenge for the fashion industry and particularly fashion firms.
|
|
| 3. |
|
|
