Merchandising/Marketing/Retailing: Branding

Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology

Authors
  • Ruirui Zhang (Framingham State University)
  • Shan Xue (Oregon State University)
  • Leslie D. Burns (Oregon State University)

Abstract

There is limited research on how fashion brands use micro-blogging to communicate with and engage consumers. Therefore, the purpose of this study is to investigate how fashion brands use micro-blogging to market and what sentiments they have in the micro-blogs environment in Chinese Fashion market.

How to Cite:

Zhang, R., Xue, S. & Burns, L. D., (2015) “Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology”, International Textile and Apparel Association Annual Conference Proceedings 72(1).

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Published on
13 Nov 2015
Peer Reviewed