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The purpose of this study is to explore the structures of social media network in H&M and Burberry brands’ Facebook Fan pages, to investigate how consumers participate in their Facebook Fan pages, and to examine how brands use Facebook fan pages to communicate with consumers using big data.

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Nov 10th, 2:15 PM

Study of fashion brands’ Facebook fan pages using social network analysis

The purpose of this study is to explore the structures of social media network in H&M and Burberry brands’ Facebook Fan pages, to investigate how consumers participate in their Facebook Fan pages, and to examine how brands use Facebook fan pages to communicate with consumers using big data.

 

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