Modelling fashion microblogs to increase the influence of social media marketing in Ireland and China
University College Cork
With the breakthrough of social media in the 21st century, microblogging has become an influential medium for marketing fashion brands and products online. For this reason, this study explores ten Irish and another ten Chinese fashion microblogging influencers’ microblogs using Text Mining and Netnography. By this comparison, the study finds a current model of how fashion microblogs influence fashion consumption in Ireland and China. With the help of this model, the study proposes a typology of Irish and Chinese fashion microblogging influencers and their basic microblogging strategies. The proposed typology intends to help fashion marketers to model their fashion microblogs in order to increase the influence of social media marketing in Ireland and China. Furthermore, the proposed typology is applied to develop a digital artefact that not only can deal with Irish and Chinese fashion microblogs at the same time but also show the results employing text visualisation. This bilingual digital website tries to make up for the lack of attention to text analysis on fashion-related words in the development of text mining tools. Finally, the methodological combination of Text Mining and Netnography employs digital tools and computer programming to conduct studies in the field of arts and humanities. The success of methodological combination in the study opens up a bright prospect for interdisciplinary research methodology.
Social media marketing , Fashion microblogging , Text mining , Netnography , Microblogging typology , Digital artefact
Shen, Z. 2019. Modelling fashion microblogs to increase the influence of social media marketing in Ireland and China. PhD Thesis, University College Cork.