Usage of Twitter in a Global Context: A Qualitative Analysis
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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.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
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Social media has made the world smaller. Social media offers an interactive and diverse platform allowing dialogue between the consumers and retailers. Increasingly, social media marketing is gaining traction and is being used in business to attract attention with Twitter being the second most used platform by businesses worldwide. This current study utilizes a qualitative research approach to examine how retailers, specifically H&M, tailor their social media-marketing message in their international markets. H&M was selected due to its popularity as it is the fourth most popular apparel brand on Twitter. Twitter feed for the H&M brand was downloaded for a period of 30 days resulting in 704 tweets. Specific emphasis was given to: images, timing and date of the post, subject, number of retweets, number of likes, hashtags, and mentions. Data was coded and the following themes were identified: (1) Product, (2) Promotion, (3) Cultural differences, (4) Cultural Diffusion