Apparel brands’ use of Facebook: An exploratory content analysis of
branded entertainment
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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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Abstract
Apparel companies create Facebook profile pages to directly communicate with consumers through the use of different forms of branded entertainment. The concept of branded entertainment involves a combination of entertainment and brand information that is part of a marketing strategy designed to reach consumers (Hudson & Hudson, 2006; Lehu, 2007). Various types of branded entertainment can be utilized on Facebook, including contests, sweepstakes, interactive games and word play, events, videos, audios, and downloads. Compared to traditional forms of marketing, branded entertainment can build a stronger relationship between the brand and consumers (Zhang, 2010). By creating a link between the brand and its consumers, branded entertainment serves as an effective marketing strategy that enhances short- and long-term awareness of a brand (Lehu, 2007).