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Today, many fashion brands use social media marketing strategies to
increase awareness about their brand and influence consumers'
decision-making patterns. Further, consumers use social media
platforms to find relevant and reliable information for structuring
their preferences and making evaluations. Web 2.0 tools in the
digital age provide consumers with a plethora of interactive and
user control information that helps them acquire and share brand
information, which in turn impacts their purchase decision
preferences. The bulk of the data produced by social media tools
provides brand marketers with information about the consumers'
wants, beliefs, commitment habits, and purchasing intentions, which
in turn is useful for the development and implementation of
marketing strategies. Social Media and Online Consumer Decision
Making in the Fashion Industry provides critical research on
effective methods, techniques, and tools for evaluating the impacts
of social media on the consumer decision-making process. The book
explores the pertinence of web-based social media tools and how the
fashion business sector can benefit from social media innovation
approaches in digital environments. Covering topics such as mobile
apps, consumer decision-making processes, and communication
technologies, this book is ideal for students, brand executives,
marketing professionals, researchers interested in social media
technology, and more.
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