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Study on Leading Street Fashion Brands' Communication on Instagram
Paperback

Study on Leading Street Fashion Brands’ Communication on Instagram

$200.99
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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.

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MORE INFO
Format
Paperback
Publisher
Bayshop (Generis Publishing)
Date
16 April 2024
Pages
262
ISBN
9798892483230

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.

Read More
Format
Paperback
Publisher
Bayshop (Generis Publishing)
Date
16 April 2024
Pages
262
ISBN
9798892483230