Tracing brand constellations in social media: the case of fashion week Stockholm

PublikationArtikel (med peer review)
Andrea Geissinger, Christofer Laurell, Företagandets villkor, Marknadsföring, Sociala medier


Purpose: This paper aims to explore the effects of fashion weeks on brand constellations of participating fashion companies in social media.

Design/methodology/approach: The study analyses how brand constellations take form for seven Swedish fashion companies before, during and after Fashion Week Stockholm 2013. In total 3449 user-generated contents referring to the sampled brands were collected and analysed.

Findings: On average, brand constellations of participating companies are increasingly incorporating other participating brands as a result of the fashion week. Based on the presented results, four brand constellation outcomes for participating fashion companies are identified: brand constellation amplification, concentration, division, and dilution.

Research limitations/implications: As this paper is focused on the Swedish market, additional results from fashion weeks taking place in other cities would be beneficial to verify the four brand constellation outcomes.

Practical implications: The results question the resilience of professionally curated brand constellations due to the emergence of user-driven constellations that also shape the position of fashion brands. Therefore, this development can potentially have a considerable impact on often carefully orchestrated brand positioning strategies executed by fashion companies.

Originality/value: This paper contributes to the field of fashion marketing and management by identifying four different brand constellation outcomes in social media for participating fashion companies as a result of fashion weeks and how to managerially handle these respective outcomes.

Geissinger, A., & Laurell, C. (2018). Tracing brand constellations in social media: the case of fashion week Stockholm. Journal of Fashion Marketing and Management, 22(1), 35-48. DOI: 10.1108/JFMM-12-2016-0115

Liknande innehåll

Social media analytics for innovation management research: A systematic literature review and future research agenda
Artikel (med peer review)Publikation
Geissinger, A., Laurell, C., Öberg, C., & Sandström, C.


Publicerat i

Technovation, 123, 102712.


New trends in innovation management may require new research methods. Social media analytics (SMA)—a method for capturing and analyzing data from user-generated content published on online platforms—has emerged as a complement or even alternative to more traditional research methods. This article systematically reviews and assesses the use of SMA and its potential for innovation management research. Our results show that use of SMA is still in an emergent phase, although it has become increasingly popular over the past decade. Our literature review illustrates that SMA provides new opportunities for innovation management scholars to enhance customer-, market-, technology-, and society-focused innovation research in several ways. In this paper we develop a research agenda and suggest areas for future research using SMA in innovation management.

The article can be accessed here.

Platforms in Liquid Modernity: Essays about the Sharing Economy, Digital Platforms, and Institutions
Geissinger, A.


Publicerat i

(PhD dissertation, Örebro University).


The year 2020 feels like the beginning of a crescendo of change. As environmental and social challenges reach an all-time high, the organization of our societies is coming under scrutiny. We, as a society, turn to technology to reinvent the organization of social life after disruptive episodes. Inspired by Bauman’s theorizing to describe the cultural and societal zeitgeist, this thesis explains the institutionalization of one of the most promising alternative forms of organization of the past decade: the sharing economy.

Comprised of nine essays centered around three focal areas: (1) Organizational change, (2) Market change, and (3) Societal change, this thesis aims to explain the institutionalization of digital sharing platforms in liquid modern society.

This thesis finds that digital sharing platforms act as societal organizers on several dimensions of “in-betweenness.” As this moment in time can also be characterized as a period of “interregnum”—another moment of in-betweenness—where old structures are continuously disrupted but no clear new path has emerged, digital platform providers fill a structural void in our highly individualized society. Digital platform providers use community as an anchor, a belief, and sets of practices to create an emerging (intermediary) institution around which different forms of organization manifest.

Digital sharing platforms have, however, remained a grace note on systemic change: ornamental and practically non-essential. Still, digital platforms are setting new norms in all areas of organizational, market, and societal life. By evoking both elements of community and market, digital platforms are playing an important part in creating a symphony of our future societal order.

The sharing economy and the transformation of work
Artikel (med peer review)Publikation
Geissinger, A., Laurell, C., Öberg, C., Sandström, C., & Suseno, Y.


Publicerat i

Personnel review.



This article explores the various stakeholders’ perceptions of the ways digital work is organised within the sharing economy and the social implications of the transformation of work.

Applying social media analytics (SMA) concerning the sharing economy platform Foodora, a total of 3,251 user-generated content was collected and organised throughout the social media landscape in Sweden over 12 months, and 18 stakeholder groups were identified, discussing digital work within seven thematic categories.

The results show that the stakeholder groups in the Swedish context primarily expressed negative views of Foodora’s way of organising digital work. The social media posts outlined the distributive and procedural justice related to the working conditions, boycott and protests and critical incidents, as well as the collective bargaining of Foodora.

By utilising a novel SMA method, this study contributes to the extant literature on the sharing economy by providing a systematic assessment concerning the impact of the sharing economy platform on the transformation of work and the associated social consequences.

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