Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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There is limited research on how fashion brands use micro-blogging to communicate with and engage consumers. Therefore, the purpose of this study is to investigate how fashion brands use micro-blogging to market and what sentiments they have in the micro-blogs environment in Chinese Fashion market.