The paper proposes an analytical approach that explores brands in virtual environments by combining indicators of consumer brand alignment with measurements of social engagement. The results illustrated can be useful to devise adjustments to brand communication. The analysis is applied to brands belonging to the fashion industry.
Evaluating brands in online communities: it's not just a matter of engagement / RANFAGNI SILVIA, FARAONI MONICA, BECAGLI CLAUDIO. - ELETTRONICO. - 1:(2018), pp. 591-595. (Intervento presentato al convegno Sinergie-SIMA 2018 Conference - Transformative business strategies and new patterns for value creation tenutosi a Venezia - Ca' Foscari University - Department of Management - San Giobbe, Cannaregio 873 nel 14 e 15 giugno 2018) [10.7433/SRECP.EA.2018.94].
Evaluating brands in online communities: it's not just a matter of engagement
RANFAGNI SILVIA
Membro del Collaboration Group
;FARAONI MONICA
Membro del Collaboration Group
;BECAGLI CLAUDIO
Membro del Collaboration Group
2018
Abstract
The paper proposes an analytical approach that explores brands in virtual environments by combining indicators of consumer brand alignment with measurements of social engagement. The results illustrated can be useful to devise adjustments to brand communication. The analysis is applied to brands belonging to the fashion industry.
| File | Dimensione | Formato | |
|---|---|---|---|
|
117Ranfagni-Faraoni-Becagli 121.pdf
accesso aperto
Descrizione: Extended abstract presentato alla Sinergie-SIMA Conference 2018
Tipologia:
Pdf editoriale (Version of record)
Licenza:
Open Access
Dimensione
528.15 kB
Formato
Adobe PDF
|
528.15 kB | Adobe PDF |
I documenti in FLORE sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
