Study on Leading Street Fashion Brands' Communication on Instagram - Couverture souple

YANG, Dr. Chen

Couverture souple

ISBN 13 : 9798892483230

Editeur : BAYSHOP (Generis Publishing), 2024

Synopsis

Integrating social media into daily life has revolutionized marketing communications, making them more interactive and multimodal, yet understanding of its impact on business-to-consumer (B2C) and consumer-to-consumer (C2C) interactions remains limited. This research investigates B2C and C2C communications in street fashion brand advertising on Instagram (IG) from a cross-cultural perspective, exploring the influence of multimodality, interactivity, and group polarization on consumer behavior. Employing a mixed-methods approach, it reveals differences in content presentation by Asian and Western brands and the effects of group dynamics on viewer attitudes, offering insights for enhancing social media marketing strategies and contributing to consumer behavior analysis.

Détails de l'édition

• Éditeur: BAYSHOP (Generis Publishing)
• Date d'édition: 2024
• Langue: anglais
• ISBN 13: 9798892483230
• Reliure: Broché
• Nombre de pages: 260
• Coordonnées du fabricant: Manufactured by Amazon on behalf of the author; https://www.amazon.fr/hz/contact-us; ; c/o Amazon Media EU S.à.r.l., 38 Avenue John F. Kennedy; Luxembourg; L-1855; Luxembourg