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Title: Leveraging a luxury fashion brand through social media
Authors: Romão, M. T.
Moro, S.
Rita, P.
Ramos, P.
Keywords: Brand image
Data mining
Luxury marketing
Social media
Social networks
Issue Date: 2019
Publisher: Elsevier
Abstract: 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.
Description: WOS:000455815900003
Peer reviewed: yes
DOI: 10.1016/j.iedeen.2018.10.002
ISSN: 2444-8834
Accession number: WOS:000455815900003
Appears in Collections:ISTAR-RI - Artigos em revistas científicas internacionais com arbitragem científica

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