ITAA-KSCT Joint Symposium

Study of fashion brands’ Facebook fan pages using social network analysis

Authors: Jinyoung Ryu (Ewha Womans University) , Seahee Lee (Ewha Womans University) , MiYeon Byun (Daejeon Health Science College) , Inseong Lee (Ewha Womans University)

Abstract

The purpose of this study is to explore the structures of social media network in H&M and Burberry brands’ Facebook Fan pages, to investigate how consumers participate in their Facebook Fan pages, and to examine how brands use Facebook fan pages to communicate with consumers using big data.

Keywords:

How to Cite: Ryu, J. , Lee, S. , Byun, M. & Lee, I. (2016) “Study of fashion brands’ Facebook fan pages using social network analysis”, International Textile and Apparel Association Annual Conference Proceedings. 73(1).