GLOBAL OR LOCAL MULTI-CHANNEL SOCIAL MEDIA STRATEGY? A CROSS-CULTURAL ANALYSIS OF FASHION SOCIAL MEDIA CHANNELS - IMPLICATIONS FOR CROSS-CULTURAL SOCIAL MEDIA OPTIMIZATION (UNITED STATES, FRANCE, GERM
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- 2023.04.05
- 최종 저작일
- 2017.07
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Nina Pongratz, Sandra Diehl
영어 초록
Introduction In the contemporary business environment, fashion companies ought to cope with fundamental changes marketing communication has conventionally been performed. In response to shifting socio-demographic, environmental and market-related conditions, gradually new forms of fashion promotion have evolved (Fill, 2006). Nowadays, the global fashion industry experiences a reduced dependence on mass media advertising and an enlarged reliance on dialogic, relationship-oriented and digitally grounded communication methods (Chitty, Barker, Valos & Shimp, 2012). Against this backdrop, it is irrefutable that social media technologies have been remarkably transforming the ways in which modern-day fashion communication is practiced (Brennan & Schafer, 2010; Funk et al., 2016; Dillon, 2012; Saarinen, Tinnilä & Tseng, 2006). The competitive and widely saturated apparel market is facing an era of intensive proliferation of brands, an epoche of awe bombardment of advertisements, which makes a well-though-out communicational strategy ever more imperative, particularly in a cross-cultural context (Dillon, 2012). Yet, studies that analyze the importance of social media in relation to traditional means of fashion communication are scarce. Even though, empirical introductions start being made to this explicit issue, considerable research deficiency subsists in the realm of cross-cultural fashion communication and social media optimization. Therefore, the rationale of this paper at hand is to contribute to balance out this research gap by providing evidence from four countries.
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