How to communicate a new fashion brand through social media and public relations' perspective

Aegean International Textile and Advanced Engineering Conference 2018

Scheide, P.^1 ; Marques, A.D.^1

University of Minho, School of Engineering, Department of Textile Engineering, Campus of Azurém, Guimarães, Portugal^1

关键词: Branding strategies;    Content analysis;    Data collection method;    Digital marketing platforms;    Market position;    New modality;    Social media;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/459/1/012097/pdf
DOI  :  10.1088/1757-899X/459/1/012097

来源: IOP

【 摘 要 】

Fashion communication has been undergoing a transformation and there is a drop in tradicional marketing investments which indicates new modalities of brand's communication. The purpose of this study is to discuss the branding strategy relevance through social media and public relations' perspective, aiming to understand how digital marketing platforms have been used and integrated by new fashion brands. This paper presents an ongoing Master's research including data collection method through a qualitative content analysis, aiming to find some features can contributed to improve their market position.