An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan

Wu, Chih‐Wen; Martínez, José Manuel Guaita; Martín, José María Martín

doi:10.1002/mar.21350

Cited by 25 publications

(32 citation statements)

References 59 publications

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“…It is necessary to identify the critical success factors of the social media strategy and how it affects organizational performance. To clarify these issues, Wu, Guaita-Martinez, and Martin-Martin developed a study that provides a comprehensive research framework for social media, environment, marketing strategy, and performance [23]. After analyzing 207 Taiwanese brands, the results confirmed that social media strategy is positively affected by an organization's business, market, and innovation orientation.…”

Section: Research On Fashion Marketing and Social Networkmentioning

confidence: 93%

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Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

2021

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Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.

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Section: Research On Fashion Marketing and Social Networkmentioning

confidence: 93%

“…Consequently, the social media strategy provides brand visibility and supports market research. Companies have the opportunity to conduct market research, communicate with their customers, and collect feedback from them [23].…”

Section: Research On Fashion Marketing and Social Networkmentioning

confidence: 99%

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

2021

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“…The fashion industry has developed its own manner of communication in digital media, which is a key instrument for promoting its commercialization. Therefore, social networks offer the possibility for companies to communicate with their current and potential customers publicly, which in turn allows them to carry out market research (Wu et al, 2020) and to collect comments from them, which, despite being neutral, can serve as a source of information. Therefore, another original contribution of the present work is to discover what type of brand content generates more neutral comments and contributes as a source of information: H4: Brand content influences negative comments.…”

Section: Objectives and Hypothesismentioning

confidence: 99%

Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

Castillo-Abdul¹,

Pérez-Escoda

Barriopedro

2022

MaC

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Social networks have become crucial communication channels for brands through awareness, engagement, and word of mouth. Instagram is firmly positioned as a direct gateway between brands and consumers, as it became the fifth most-used social network globally in 2021. As such, branded content is expected to increase the brand’s likability, by capturing the interest and attention of the consumer, which could differ depending on what social media platform is used. This study aims to analyze whether there is a relationship between the branded content published on the Instagram profile of luxury brands (Manolo Blahnik and Loewe) and the interactions of and with its followers, focusing on branded content communication associated to industrial, social responsibility, and commercial issues. A correlational study is presented using a quantitative methodology to test the hypotheses through an ANOVA analysis. The results show which type of content is more productive on Instagram’s social network profile, helping diffusion of the firm, as it provokes more reactions from followers when using branded content related to social responsibility. It is also worth noting the extent of the interactions that branded content shows within the brand, whose influence is detected not in averages but in reach. The study’s conclusions allow us to affirm that branded content directly impacts brand reputation, generating positive engagement in all the cases analyzed. The study contributes to a better understanding of the branded content effect on consumers.

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“…Most past research concerning marketing strategy models has focused on the conceptualization of marketing strategy making [e.g., 10,52], the causal relationships and correlations between marketing strategy variables [e.g., 8,10,53,54], the interactions between variables [55], and the optimization of marketing strategies [56]. In comparison, relatively few studies have used MADM models to investigate the key elements of marketing strategies.…”

Section: Marketing Strategymentioning

confidence: 99%

The Application of an Innovative Marketing Strategy MADM Model—SIVA-Need: A Case Study of Apple Company

Hsu¹,

Her²,

Chang³

et al. 2021

IJECS

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A review of studies on marketing strategies during the past thirty years has indicated a lack of consistent evaluation of corporate marketing strategies due to the unavailability of a standard multiple attribute decision making (MADM) model of marketing strategy. Drawing on the SIVA marketing mix and Maslow's hierarchy of needs, this study first generated latent attributes classification references through conceptualization, and established a validated classification matrix based on the data obtained through nominal group techniques (NGT) with 7 experts. With a reliability of 0.95, the resulting classification matrix contained 4 dimensions and 20 attributes, which were then used to develop an MADM model of marketing strategy-"SIVA-Need"which seeks to probe deeply into customers' thinking. Based on the SIVA-Need model, this study designed a questionnaire, which was administered to heavy users of Apple products. A total number of 326 valid questionnaires were collected. Analyses of weights obtained through Consistent Fuzzy Linguistic Preferences Relations (CFLPR) suggested that "brand community value" was the crucial attribute, as it ranked highest (0.0631) among the 20 attributes. However, "brand community value" was found to have the biggest performance gap (1.50) while "product benefit" had the best performance (0.235). The 4 dimensions and 20 attributes of SIVA-Need model may provide more valuable information for future studies and a consistent evaluation model for companies to conduct extensive marketing strategy selection. The results of this study suggested that Apple should invest more resources in the improvement of "brand community value" to create more satisfied and repeat-purchase customers.

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An analysis of social media marketing strategy and performance in the context of fashion brands: The case of Taiwan

Cited by 25 publications

References 59 publications

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Promoting Social Media Engagement Via Branded Content Communication: A Fashion Brands Study on Instagram

The Application of an Innovative Marketing Strategy MADM Model—SIVA-Need: A Case Study of Apple Company

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