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SME fashion brands and social media marketing: from strategies to actions
2017
International Journal of Web Based Communities
Fashion industry, including small and medium enterprises (SMEs), is an important contributor to European economy. This study analyses data from six Spanish and Italian SME fashion companies' in order to understand how fashion brands implement their social media marketing strategies. The research includes a qualitative study, combined with a content analysis of the brands' posts on their Facebook brand-pages. The results suggest that perceived importance of social media as part of corporate
doi:10.1504/ijwbc.2017.089350
fatcat:5j24dle7bvabnmxldjkyfsl5ca