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Published in:
2017 | OriginalPaper | Chapter
Fashion Brands, Social Media, and Consumers’ Exposure to Marketing Messages
Authors : Artha Sejati Ananda, Ángel Hernández-Garcia, Lucio Lamberti
Published in: Strategic Innovative Marketing
Publisher: Springer International Publishing
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Abstract
Current research devotes little attention to consumers’ perceptions of marketing messages on social media. This study investigates whether consumers’ perceptions of fashion brands’ social media marketing actions match brands’ intended and actual marketing intensity. The findings suggest a big overlap between both, although they also point to some exceptions. Consumers’ exposure to social shopping messages is prevalent; the most frequent social media marketing messages from a consumer’s view relate to representational actions, with low volume of engagement-related contents. Additionally, this study proposes specific dimensions of social media marketing activities, in order to improve measurement instruments of social media marketing actions that combine companies’ and consumers’ perspectives.