Developing a Framework to Understand the Roles of Fashion Leaders and Followers in a Process of Fashion Viral Marketing Campaigns
Abstract
The development of technology in the recent years has impacted many companies’ operations and profitability. Advancing technology comes with new rules for firms to carry out business with their customers and partners. The enormous growth of social media (Twitter©, Facebook©, LinkedIn©, MySpace©, Google©+, Pinterest©, blogs, and virtual worlds) and plethora participation of consumers in these platforms make it imperative for companies to reexamine their business strategies.
Keywords: Campaign, Media, Leader, Follower
How to Cite:
Kobia, C. & Liu, C., (2013) “Developing a Framework to Understand the Roles of Fashion Leaders and Followers in a Process of Fashion Viral Marketing Campaigns”, International Textile and Apparel Association Annual Conference Proceedings 70(1).
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