Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis
Luxury brands have been hesitant to embrace social media to a full extent; yet, the COVID-19 pandemic prompted many companies to accelerate their adoption of digital strategies. For the first time, fashion show presentations of new collections were reinvented to be virtually streamed. This innovativ...
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| مؤلفون آخرون: | , , |
| التنسيق: | conferenceObject |
| منشور في: |
2024
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| الموضوعات: | |
| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/15876 https://doi.org/10.1007/978-3-031-62135-2_4 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-62135-2_4 |
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| _version_ | 1864513476687298560 |
|---|---|
| author | Farah, Maya F. |
| author2 | Ramadan, Zahy Sammouri, Wissam Tawk, Patricia |
| author2_role | author author author |
| author_facet | Farah, Maya F. Ramadan, Zahy Sammouri, Wissam Tawk, Patricia |
| author_role | author |
| dc.contributor.none.fl_str_mv | Martínez-López, Francisco J. Martinez, Luis F. Brüggemann, Philipp |
| dc.creator.none.fl_str_mv | Farah, Maya F. Ramadan, Zahy Sammouri, Wissam Tawk, Patricia |
| dc.date.none.fl_str_mv | 2024-07-15T09:45:15Z 2024-07-15T09:45:15Z 2024 2024-06-20 |
| dc.identifier.none.fl_str_mv | 9783031621352 http://hdl.handle.net/10725/15876 https://doi.org/10.1007/978-3-031-62135-2_4 Farah, M. F., Ramadan, Z., Sammouri, W., & Tawk, P. (2024, June). Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis. In Digital Marketing & eCommerce Conference (pp. 23-30). Cham: Springer Nature Switzerland. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-62135-2_4 |
| dc.language.none.fl_str_mv | en |
| dc.publisher.none.fl_str_mv | Springer |
| dc.relation.none.fl_str_mv | Springer Proceedings in Business and Economics |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Electronic commerce -- Congresses Internet marketing -- Congresses |
| dc.title.none.fl_str_mv | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis Advances in Digital Marketing and eCommerce : fifth International Conference, 2024 |
| dc.type.none.fl_str_mv | Conference Paper / Proceeding info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/conferenceObject |
| description | Luxury brands have been hesitant to embrace social media to a full extent; yet, the COVID-19 pandemic prompted many companies to accelerate their adoption of digital strategies. For the first time, fashion show presentations of new collections were reinvented to be virtually streamed. This innovative shift entails an urgent examination of consumers’ sentiment vis-à-vis digital fashion show videos streamed on each of the main social media platforms, namely: YouTube, Instagram, and Facebook. Sentiment analysis using supervised machine learning and lexicon-based were employed to test and identify the classification of 21,424 comments conveyed towards the different types of fashion shows. Five different types emerged from the examination of all scraped comments; (a) show configuration, (b) emotional connection, (c) geographical tagging, (d) referral/tagging, and (e) collection related. This paper is amongst the first to examine consumers’ sentiment towards digital fashion shows. The literature related to digital strategies based on the sentiment analysis conveyed towards luxury fashion shows is still nascent. This study fills a considerable gap in the literature regarding marketing strategies to be adapted per digital channel for luxury fashion runways. |
| eu_rights_str_mv | openAccess |
| format | conferenceObject |
| id | LAURepo_29a53fd1cc26ae87fb3b3f1e26dfae41 |
| identifier_str_mv | 9783031621352 Farah, M. F., Ramadan, Z., Sammouri, W., & Tawk, P. (2024, June). Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis. In Digital Marketing & eCommerce Conference (pp. 23-30). Cham: Springer Nature Switzerland. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/15876 |
| publishDate | 2024 |
| publisher.none.fl_str_mv | Springer |
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| spelling | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment AnalysisAdvances in Digital Marketing and eCommerce : fifth International Conference, 2024Farah, Maya F.Ramadan, ZahySammouri, WissamTawk, PatriciaElectronic commerce -- CongressesInternet marketing -- CongressesLuxury brands have been hesitant to embrace social media to a full extent; yet, the COVID-19 pandemic prompted many companies to accelerate their adoption of digital strategies. For the first time, fashion show presentations of new collections were reinvented to be virtually streamed. This innovative shift entails an urgent examination of consumers’ sentiment vis-à-vis digital fashion show videos streamed on each of the main social media platforms, namely: YouTube, Instagram, and Facebook. Sentiment analysis using supervised machine learning and lexicon-based were employed to test and identify the classification of 21,424 comments conveyed towards the different types of fashion shows. Five different types emerged from the examination of all scraped comments; (a) show configuration, (b) emotional connection, (c) geographical tagging, (d) referral/tagging, and (e) collection related. This paper is amongst the first to examine consumers’ sentiment towards digital fashion shows. The literature related to digital strategies based on the sentiment analysis conveyed towards luxury fashion shows is still nascent. This study fills a considerable gap in the literature regarding marketing strategies to be adapted per digital channel for luxury fashion runways.ix, 318 pages : illustrations (some color)Includes bibliographical references.SpringerMartínez-López, Francisco J.Martinez, Luis F.Brüggemann, Philipp2024-07-15T09:45:15Z2024-07-15T09:45:15Z20242024-06-20Conference Paper / Proceedinginfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/conferenceObject9783031621352http://hdl.handle.net/10725/15876https://doi.org/10.1007/978-3-031-62135-2_4Farah, M. F., Ramadan, Z., Sammouri, W., & Tawk, P. (2024, June). Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis. In Digital Marketing & eCommerce Conference (pp. 23-30). Cham: Springer Nature Switzerland.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://link.springer.com/chapter/10.1007/978-3-031-62135-2_4enSpringer Proceedings in Business and Economicsinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/158762024-08-21T09:56:16Z |
| spellingShingle | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis Farah, Maya F. Electronic commerce -- Congresses Internet marketing -- Congresses |
| status_str | publishedVersion |
| title | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis |
| title_full | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis |
| title_fullStr | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis |
| title_full_unstemmed | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis |
| title_short | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis |
| title_sort | Digital Luxury Fashion Shows: Leveraging Interactive Marketing Opportunities Through Social Media Sentiment Analysis |
| topic | Electronic commerce -- Congresses Internet marketing -- Congresses |
| url | http://hdl.handle.net/10725/15876 https://doi.org/10.1007/978-3-031-62135-2_4 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://link.springer.com/chapter/10.1007/978-3-031-62135-2_4 |