Consumer perception of online publications

ISBN-13: 9786206523604 / Angielski / Miękka / 56 str.

Maria Nascimento Cunha

Opis

In today's digital communication landscape, social networks represent an important communication channel for brands. The general aim of this research is to understand consumer perception of luxury fashion brands' social media posts. Specifically, the following dimensions were analysed: information, word-of-mouth, trends, personalisation, interactivity, brand value and purchase intention. Using the quantitative method, two quantitative studies were carried out based on a questionnaire survey, with the instrument based on the model by Yadav and Rahman (2017). In Study I, the aim was to analyse the consumer's perspective on the publications that luxury fashion brands make on social media. In Study II, the aim was to analyse the profiles of social media users of luxury fashion brands.

O autorze

She has a degree in Advertising Engineering, a Master's in Communication Sciences - Advertising and Marketing branch, a PhD in Business Sciences - Marketing branch and a post-doctorate in Consumer Behaviour. She has managed brands such as Nike and Escada and is now a lecturer at ISCET - Instituto Superior de Ciências Empresariais e Turismo.