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

Ruirui Zhang; Shan Xue; Leslie D. Burns

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.

Keywords:

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).