Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology

Date
2015-11-13
Authors
Zhang, Ruirui
Xue, Shan
Burns, Leslie
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Altmetrics
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Abstract

There is limited research on how fashion brands use micro-blogging to communicate with and engage consumers. Therefore, the purpose of this study is to investigate how fashion brands use micro-blogging to market and what sentiments they have in the micro-blogs environment in Chinese Fashion market.

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