Social Media in the Fashion Industry : Fundamentals, Strategy and Research Methods (Hardcover)

INTRODUCTION?SECTION 1: FASHION SOCIAL MEDIA FUNDAMENTALS?1. The power of Social Media?2. Fashion Consumer and Social Media?SECTION 2: SOCIAL MEDIA STRATEGY AND PLAN??3. Social Media Strategy??4. Social Media Mix Planning??SECTION 3: SOCIAL MEDIA PERFORMANCE??5. Social Media Commerce Strategy?6. Social Media Content Strategy?7. Social Media Customer Relationship Management and Community Strategy?8.? Calendar, Budget, Monitoring and Tools?SECTION 4. SOCIAL MEDIA RESEARCH OPPORTUNITIES AND METHODOLOGIES?9. Netnography?10. Visual Analysis?11. Sentiment Analysis?12. Argumentation Analysis?SECTION 5: Interviews with Fashion Brands?13. Interview with Nicolas Girotto, CEO of Bally?14. Interview with Carlos Arjiz, Communication Director of Adolfo Dominguez Brand??15. Interview with Blanca Rosa del Bosque Madera, Digital Marketing and CRS brands of TENDAM Fashion Group.

?