Modelling fashion microblogs to increase the influence of social media marketing in Ireland and China

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dc.check.opt-outNot applicableen
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dc.contributor.advisorDe La Garza, Armidaen
dc.contributor.advisorO'Sullivan, Stephenen
dc.contributor.authorShen, Zheng
dc.date.accessioned2020-01-15T12:35:33Z
dc.date.issued2019
dc.date.submitted2019
dc.description.abstractWith 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.en
dc.description.statusNot peer revieweden
dc.description.versionAccepted Version
dc.format.mimetypeapplication/pdfen
dc.identifier.citationShen, Z. 2019. Modelling fashion microblogs to increase the influence of social media marketing in Ireland and China. PhD Thesis, University College Cork.en
dc.identifier.endpage364en
dc.identifier.urihttps://hdl.handle.net/10468/9514
dc.language.isoenen
dc.publisherUniversity College Corken
dc.rights© 2019, Zheng Shen.en
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/en
dc.subjectSocial media marketingen
dc.subjectFashion microbloggingen
dc.subjectText miningen
dc.subjectNetnographyen
dc.subjectMicroblogging typologyen
dc.subjectDigital artefacten
dc.thesis.opt-outfalse
dc.titleModelling fashion microblogs to increase the influence of social media marketing in Ireland and Chinaen
dc.typeDoctoral thesisen
dc.type.qualificationlevelDoctoralen
dc.type.qualificationnamePhDen
ucc.workflow.supervisoradelagarza@ucc.ie
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