The role of social media in long-running live events: The case of the Big Four fashion weeks dataset

Brambilla, Marco; Sabet, Alireza Javadian; Hosseini, Marjan

doi:10.1016/j.dib.2021.106840

Cited by 11 publications

(12 citation statements)

References 4 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Studying these events provides useful insights for the brands for future decisionmaking purposes. Motivated by the LRLE's potential as discussed in various works [45][46][47][48][49][50][51], we chose Milano Fashion Week, which is one of the Big Four fashion capitals.…”

Section: Events Selectionmentioning

confidence: 99%

See 1 more Smart Citation

Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: the Case of Italian Fashion

Brambilla¹,

Badrizadeh²,

Mohammadi³

et al. 2022

Preprint

View full text Add to dashboard Cite

The rapid penetration of social media has been redefining every facet of the old marketing and customer engagement tactics, not only for the low-end and mass products but also for luxury brands. In this context, brands are dealing with the challenge of keeping the balance between using mass marketing strategies concurrent with accentuating the exclusivity of their offerings. Social media can be considered a boon if brands employ them to reach the right audience and use the right platform by incorporating the right content. In this work, we propose a sector-specific, integrated, and holistic investigation of the social media strategies of luxury brands, together with the impact they generate in terms of the engagement level of the users as an indicator of their success. We provide empirical validation of the method in the sector of luxury fashion brands in the Italian market, providing qualitative and quantitative analysis of the content shared on social media, considering the type, timing, and modality of the sharing. We evaluate consumer-brand engagement in different contexts, including important live events in the field.

show abstract

Section: Events Selectionmentioning

confidence: 99%

“…To design a reliable, complete, and consistent strategy, we extend the data collection strategy designed by Brambilla et al [48] for LRLEs and set three different modes to collect the publicly available contents and information from the Instagram API.…”

Section: Strategymentioning

confidence: 99%

Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: the Case of Italian Fashion

Brambilla¹,

Badrizadeh²,

Mohammadi³

et al. 2022

Preprint

View full text Add to dashboard Cite

show abstract

“…In January 2021, 4.2bn people worldwide were a user of a social networking site (SNS), an increase of 490m (13%) compared with the same period the previous year; this equates to more than 53% of the global population (Kemp, 2021a). User participation in online communities on popular SNSs-such as Facebook, Twitter and Instagram (Forssell, 2016;Giri et al, 2019;Teo et al, 2019)-is gradually increasing (Brambilla et al, 2021), and these communities are becoming integrated into people's lives (Nickerson, 2019). Because of the increasing diversity of SNSs, not all SNSs are likely to survive in the long term (Agag and El-Masry, 2016); only a limited number of online communities succeed over time (Zorina and Karanasios, 2021).…”

Section: Introductionmentioning

confidence: 99%

“…, 2019; Teo et al. , 2019)—is gradually increasing (Brambilla et al. , 2021), and these communities are becoming integrated into people's lives (Nickerson, 2019).…”

Section: Introductionmentioning

confidence: 99%

Effects of member similarity on group norm conformity, group identity and social participation in the context of social networking sites

Wang

Liao

2023

INTR

View full text Add to dashboard Cite

PurposeFacilitating members' continual participation in a community is crucial for ensuring the community's long-term survival. However, knowledge regarding whether member similarity is related to member participation and the mechanism underlying this relationship is limited. Drawing on similarity–attraction, social exchange and social identity theories, this study explored the influences of different facets of similarity (i.e. value, personality and goal similarity) on group norm conformity, group identity and social participation.Design/methodology/approachData were collected from 444 Taiwanese members of social networking sites (SNSs), and structural equation modeling was employed to examine the hypothesized relationships.FindingsThe results revealed that value similarity directly affected group norm conformity but did not directly affect group identity; personality similarity influenced group identity but not group norm conformity. Goal similarity had positive influences on group norm conformity and group identity. Moreover, group norm conformity had direct and positive influences on group identity and social participation; group identity also had a positive influence on social participation.Originality/valueOn the basis of the aforementioned findings, this study contributes to the understanding of factors facilitating SNS members' participation from the perspective of similarity. These findings can serve as a reference for SNS administrators to facilitate social participation by emphasizing member similarity.

show abstract

“…This defies choosing proper approaches to handle the systems' complexity. Various methods can be used for understanding complex SM systems [6,16]. The presence of graph libraries simplifies the intricacy analysis of social networks (SNs), yet the workloads to uncover meaningful values from billions of nodes and vertexes have not diminished.…”

Section: Introductionmentioning

confidence: 99%

Conversation Graphs in Online Social Media

Brambilla

Javadian

Sulistiawati

2021

Lecture Notes in Computer Science

Self Cite

View full text Add to dashboard Cite

In online social media platforms, users can express their ideas by posting original content or by adding comments and responses to existing posts, thus generating virtual discussions and conversations. Studying these conversations is essential for understanding the online communication behavior of users. This study proposes a novel approach to retrieve popular patterns on online conversations using network-based analysis. The analysis consists of two main stages: intent analysis and network generation. Users' intention is detected using keyword-based categorization of posts and comments, integrated with classification through Naïve Bayes and Support Vector Machine algorithms for uncategorized comments. A continuous human-in-the-loop approach further improves the keyword-based classification. To build and understand communication patterns among the users, we build conversation graphs starting from the hierarchical structure of posts and comments, using a directed multigraph network. The experiments categorize 90% comments with 98% accuracy on a real social media dataset. The model then identifies relevant patterns in terms of shape and content; and finally determines the relevance and frequency of the patterns. Results show that the most popular online discussion patterns obtained from conversation graphs resemble real-life interactions and communication.

show abstract

The role of social media in long-running live events: The case of the Big Four fashion weeks dataset

Cited by 11 publications

References 4 publications

Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: the Case of Italian Fashion

Analyzing Brand Awareness Strategies on Social Media in the Luxury Market: the Case of Italian Fashion

Effects of member similarity on group norm conformity, group identity and social participation in the context of social networking sites

Conversation Graphs in Online Social Media

Contact Info

Product

Resources

About