Por favor, use este identificador para citar o enlazar este ítem:
http://hdl.handle.net/10609/93113
Título : | Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands |
Autoría: | González Romo, Zahaira Fabiola García Medina, Irene Plaza Romero, Noemí |
Otros: | Universitat Internacional de Catalunya Glasgow Caledonian University Universitat Oberta de Catalunya |
Citación : | González Romo, Z.F., García Medina, I. & Plaza Romero, N. (2017). Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands. International Journal of Interactive Mobile Technologies, 11(6), 136-149. doi: 10.3991/ijim.v11i6.7511 |
Resumen : | This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history. |
Palabras clave : | estrategias comerciales marketing de móviles redes sociales blogueros narración de historias tendencias del mercado influenciadores interactividad interacción |
DOI: | 10.3991/ijim.v11i6.7511 |
Tipo de documento: | info:eu-repo/semantics/article |
Versión del documento: | info:eu-repo/semantics/publishedVersion |
Fecha de publicación : | 12-sep-2017 |
Licencia de publicación: | http://creativecommons.org/licenses/by/3.0/es/ |
Aparece en las colecciones: | Articles Articles cientÍfics |
Ficheros en este ítem:
Fichero | Descripción | Tamaño | Formato | |
---|---|---|---|---|
luxuryfashion.pdf | 692,02 kB | Adobe PDF | Visualizar/Abrir |
Comparte:
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons