Leveraging a luxury fashion brand through social media
This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram).A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts pu...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | Spanish |
| Published: |
Elsevier
2019-01-01
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| Series: | European Research on Management and Business Economics |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2444883418301104 |
| _version_ | 1818407394137341952 |
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| author | Maria Teresa Romão Sérgio Moro Paulo Rita Pedro Ramos |
| author_facet | Maria Teresa Romão Sérgio Moro Paulo Rita Pedro Ramos |
| author_sort | Maria Teresa Romão |
| collection | DOAJ |
| description | This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram).A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts published in the luxury brand's different social networks between 2015 and 2016. Fifteen features related with the brand's social networks, product characteristics and visibility in external media were prepared and used to feed a support vector machine model which achieved an adequate performance (mean absolute percentage error of 27%). A sensitivity analysis was applied to reveal how each of the fifteen features influenced the Instagram likes. The findings unveiled interactions on the remaining networks hold an influence on Instagram likes, particularly Facebook, with the number of video views, the positive emoticons, and the number of comments and shares explaining around 40% of the model. JEL classification: M31, M37, Keywords: Social media, Social networks, Luxury marketing, Brand image, Data mining |
| first_indexed | 2024-12-14T09:27:08Z |
| format | Article |
| id | doaj.art-0c7b6a97fdb242f999b8dc9b77e74d2f |
| institution | Directory Open Access Journal |
| issn | 2444-8834 |
| language | Spanish |
| last_indexed | 2024-12-14T09:27:08Z |
| publishDate | 2019-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | European Research on Management and Business Economics |
| spelling | doaj.art-0c7b6a97fdb242f999b8dc9b77e74d2f2022-12-21T23:08:10ZspaElsevierEuropean Research on Management and Business Economics2444-88342019-01-012511522Leveraging a luxury fashion brand through social mediaMaria Teresa Romão0Sérgio Moro1Paulo Rita2Pedro Ramos3Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, PortugalInstituto Universitário de Lisboa (ISCTE-IUL), ISTAR-IUL, Lisboa, Portugal; Corresponding author.NOVA Information Management School (NOVA IMS), Universidade Nova de Lisboa, Campus de Campolide, 1070-312 Lisbon, PortugalInstituto Universitário de Lisboa (ISCTE-IUL), ISTAR-IUL, Lisboa, Portugal; Instituto Universitário de Lisboa (ISCTE-IUL), IT-IUL, Lisboa, PortugalThis research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram).A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts published in the luxury brand's different social networks between 2015 and 2016. Fifteen features related with the brand's social networks, product characteristics and visibility in external media were prepared and used to feed a support vector machine model which achieved an adequate performance (mean absolute percentage error of 27%). A sensitivity analysis was applied to reveal how each of the fifteen features influenced the Instagram likes. The findings unveiled interactions on the remaining networks hold an influence on Instagram likes, particularly Facebook, with the number of video views, the positive emoticons, and the number of comments and shares explaining around 40% of the model. JEL classification: M31, M37, Keywords: Social media, Social networks, Luxury marketing, Brand image, Data mininghttp://www.sciencedirect.com/science/article/pii/S2444883418301104 |
| spellingShingle | Maria Teresa Romão Sérgio Moro Paulo Rita Pedro Ramos Leveraging a luxury fashion brand through social media European Research on Management and Business Economics |
| title | Leveraging a luxury fashion brand through social media |
| title_full | Leveraging a luxury fashion brand through social media |
| title_fullStr | Leveraging a luxury fashion brand through social media |
| title_full_unstemmed | Leveraging a luxury fashion brand through social media |
| title_short | Leveraging a luxury fashion brand through social media |
| title_sort | leveraging a luxury fashion brand through social media |
| url | http://www.sciencedirect.com/science/article/pii/S2444883418301104 |
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