How fashion brands learned to click


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How fashion brands learned to click

Vis færre oplysninger Hansen, Rina 2011-11-25 2012-10-06T09:15:02Z 2012-10-06T09:15:02Z 2012-10-06
dc.description.abstract Most luxury fashion brands have yet to develop a clear and focused integrated online strategy, as they have struggled with the dilemma of interacting with fans and customers online. We observed how 35 luxury fashion brands utilized social and interactive online technologies since 2006 by formulating a framework for assessing fashion websites and brand controlled social media sites. Our findings illustrate that the observed luxury brands have increased their adoption of social and interactive digital technologies since 2006, and that with the help of Web 2.0 technologies fashion brands can create an immersing and innovative environment online.The findings also have relevance for practitioners, as the developed 8C framework can function as a checklist for fashion brand website creation. en_US
dc.format.extent 21 en_US
dc.language eng en_US
dc.subject.other E-commerce en_US
dc.subject.other Interactive en_US
dc.subject.other Social media en_US
dc.subject.other Web 2.0 en_US
dc.subject.other 8C framework en_US
dc.subject.other Branding en_US
dc.subject.other Fashion en_US
dc.subject.other Technology en_US
dc.title How fashion brands learned to click en_US
dc.type cp en_US
dc.accessionstatus modt12okt06 lbjl en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for IT-Ledelse en_US
dc.contributor.departmentshort ITM en_US
dc.contributor.departmentuk Department of IT Management en_US
dc.contributor.departmentukshort ITM en_US
dc.description.notes Paper presented at Information Systems Research Seminar in Scandinavia, IRIS. 16-19 Aug 2011. Turku, Finland. en_US Turku en_US
dc.publisher.year 2011 en_US
dc.title.subtitle A longitudinal study of the adoption of online interactive and social media by luxury fashion brands en_US

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