The aim of this paper is to investigate, through a content analysis, the communication strategies used by luxury fashion brands on Twitter and the related Twitter eWOM, with the purpose to identify brand associations compared to luxury dimensions considered in literature
The Luxury Dimensions In The Area Of Social Media: An Exploration Of Luxury Brands Associations / Aiello, G.; Donvito R.; Mazzoli, V.; Grazzini, L.. - ELETTRONICO. - (2016), pp. 398-403. (Intervento presentato al convegno 2016 Global Marketing Conference at Hong Kong) [10.15444/GMC2016.04.04.05].
The Luxury Dimensions In The Area Of Social Media: An Exploration Of Luxury Brands Associations
AIELLO, GAETANO;DONVITO, RAFFAELE;MAZZOLI, VALENTINA;GRAZZINI, LAURA
2016
Abstract
The aim of this paper is to investigate, through a content analysis, the communication strategies used by luxury fashion brands on Twitter and the related Twitter eWOM, with the purpose to identify brand associations compared to luxury dimensions considered in literature
File in questo prodotto:
| File | Dimensione | Formato | |
|---|---|---|---|
|
2016_PROCEEDING_GMC_HONG KONG_THE_LUXURY_DIMENSIONS_IN_THE_AREA_OF_SOCIAL_MEDIA.pdf
Accesso chiuso
Tipologia:
Pdf editoriale (Version of record)
Licenza:
Tutti i diritti riservati
Dimensione
69.55 kB
Formato
Adobe PDF
|
69.55 kB | Adobe PDF | Richiedi una copia |
I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
