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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

Sammanfattning

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

Open marketing – Conceptualizing external parties’ strategic marketing activities
Artikel (med peer review)Publikation
Öberg, C.
Publiceringsår

2020

Sammanfattning

Open marketing as conceptualized in this paper refers to how external parties take part in strategic, integrative marketing activities. To distinguish this more recent trend in marketing from traditional meanings of marketing, the paper provides a typology on roles and role keepers in marketing. Four types of roles and role keepers are outlined: marketing as 1) solely being performed by actors in the supplier company communicating offerings, 2) an activity shared among functions of the supplier company, 3) external parties communicating offerings, and 4) external parties contributing to strategic marketing. Using the concept of ‘roles’ in marketing helps to structure activities and actors – or roles and role keepers – and provides a basis for understanding that marketing results from what is done, not merely from who performs it. The paper underlines how new ways of conducting business also have implications for a company’s marketing beyond its borders.

Assessing user perceptions of the interplay between the sharing, access, platform and community‐based economies
Artikel (med peer review)Publikation
Geissinger, A., Laurell, C., Öberg, C., Sandström, C. & Suseno, Y.
Publiceringsår

2020

Sammanfattning

Purpose
Digitally intermediated peer-to-peer exchanges have accelerated in occurrence, and as a consequence, they have introduced an increased pluralism of connotations. Accordingly, this paper aims to assess user perceptions of the interplay between the sharing, access, platform, and community-based economies.

Design/methodology/approach
The sharing, access, platform, and community-based economies have been systematically tracked in the social media landscape using Social Media Analytics (SMA). In doing so, a total material of 62,855 publicly posted user-generated content concerning the four respective economies were collected and analyzed.

Findings
Even though the sharing economy has been conceptually argued to be interlinked with the access, platform, and community-based economies, the empirical results of the study do not validate this interlinkage. Instead, the results regarding user perceptions in social media show that the sharing, access, platform, and community-based economies manifest as clearly separated.

Originality/value
This paper contributes to existing literature by offering an empirical validation, as well as an in-depth understanding, of the sharing economy’s interlinkage to other economies, along with the extent to which the overlaps between these economies manifest in social media.

Social media analytics for knowledge acquisition of market and non-market perceptions in the sharing economy
Artikel (med peer review)Publikation
Geissinger, A., Laurell, C., Öberg, C., Sandström, C., Sick, N. & Yuliano, S.
Publiceringsår

2021

Sammanfattning

Purpose
Using the case of Foodora, this paper aims to assess the impact of technological innovation of an emerging actor in the sharing economy through stakeholders’ perceptions in the market and non-market domains.

Design/methodology/approach
Using a methodological approach called social media analytics (SMA) to explore the case of Foodora, 3,250 user-generated contents in social media are systematically gathered, coded and analysed.

Findings
The findings indicate that, while Foodora appears to be a viable provider in the marketplace, there is mounting public concern about the working conditions of its employees. In the market domain, Foodora manages its status as an online delivery platform and provider well, but at the same time, it struggles with its position in the non-market sphere, suggesting that the firm is vulnerable to regulatory change. These insights highlight the importance of simultaneously exploring and balancing market and non-market perceptions when assessing the impact of disruptive innovation.

Originality/value
This study offers originality by providing an integrative approach to consider both the market and non-market domains. It is also novel in its use of SMA as a tool for knowledge acquisition and management to evaluate the impact of emerging technologies in the sharing economy.

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