Study of fashion brands’ Facebook fan pages using social network analysis

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2016-11-10
Authors
Ryu, Jinyoung
Lee, Seahee
Byun, MiYeon
Lee, Inseong
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Altmetrics
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The purpose of this study is to explore the structures of social media network in H&M and Burberry brands’ Facebook Fan pages, to investigate how consumers participate in their Facebook Fan pages, and to examine how brands use Facebook fan pages to communicate with consumers using big data.

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