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A New Research Agenda for Luxury Supply Chain Management? Read chapter Read first chapter

2017 | OriginalPaper | Chapter

Social Media Strategy in the Italian Fashion Industry: A New Model of Analysis

Authors : Monica Faraoni, Romeo Bandinelli, Rinaldo Rinaldi

Published in: Business Models and ICT Technologies for the Fashion Supply Chain

Publisher: Springer International Publishing

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Abstract

Research regarding social-media strategy is a rapidly growing field of interest as social media (SM hereinafter) become vital tools for marketing managers to communicate with the consumer who is increasingly eager to share opinions and to be involved in the “brand life”. Customer involvement through interaction with a brand is deeply related to the effectiveness of the SM strategy. As a consequence, companies need to carefully define the key elements of their SM strategy and make decisions about goals, the target audience, channel choice, content-planning activities, resource allocation, internal policies, monitoring, and controlling the online activity in order to increase consumer brand awareness and make their SM strategy more effective. The literature provides some models of analysis, but further investigations are still necessary. In particular, it is not clear how certain variables such as the level of brand social engagement or, the company size and the company market segment, can affect the level of importance of the SM strategic dimensions. We hypothesized that the key elements of SM strategy can have variable weights in relation to these variables, and we test our assumptions on fashion industry companies. Analysis was conducted on a total sample of 42 companies, and the results show that there is a significantly different perception about the weight that the single strategic dimension can have. Companies with a high level of social engagement, for example, have a higher perception of the strategic role of the resource allocation, internal policies, and the content definition compared with the perception of lower socially engaged companies; small companies generally do not perceived the importance of monitoring and controlling SM activity highly as compared to large and medium companies, while luxury-brand companies rely more on the strategic role of the target audience dimension, the policy, and the content-planning activity. Managerial implications about the way the marketing manager can plan a SM strategy are then derived from these results.

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previous chapter Integrating Sustainability in the Fashion System Using Association Rules
next chapter Fashion Supply Chains and Social Media: Examining the Potential of Data Analysis of Social-Media Texts for Decision Making-Processes in Fashion Supply Chains
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Metadata
Title
Social Media Strategy in the Italian Fashion Industry: A New Model of Analysis
Authors
Monica Faraoni
Romeo Bandinelli
Rinaldo Rinaldi
Copyright Year
2017
Book
Business Models and ICT Technologies for the Fashion Supply Chain

Print ISBN: 978-3-319-48510-2

Electronic ISBN: 978-3-319-48511-9

Copyright Year: 2017

DOI
https://doi.org/10.1007/978-3-319-48511-9_21