Track

MVP

Presentation Type

Oral

Oral Session

Marketing and Branding Strategies: Use of Social Media and Technology

Description

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.

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Nov 13th, 12:00 AM

Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology

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.

 

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