2026-09-19T01:58:51Zhttps://cora.ucc.ie/server/oai/request

oai:cora.ucc.ie:10468/95142023-04-04T07:03:51Zcom_10468_384com_10468_2com_10468_2974com_10468_1col_10468_385col_10468_3298col_10468_140

Apply the embargo to the e-thesis on CORA (If you have submitted an e-thesis and want to embargo it on CORA) Entire Thesis Restricted Not applicable This thesis is due for publication or the author is actively seeking to publish this material De La Garza, Armida O'Sullivan, Stephen Shen, Zheng 2020-01-15T12:35:33Z 2019 2019 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. Not peer reviewed Accepted Version application/pdf Shen, Z. 2019. Modelling fashion microblogs to increase the influence of social media marketing in Ireland and China. PhD Thesis, University College Cork. 364 https://hdl.handle.net/10468/9514 en University College Cork © 2019, Zheng Shen. http://creativecommons.org/licenses/by-nc-nd/3.0/ Social media marketing Fashion microblogging Text mining Netnography Microblogging typology Digital artefact false Modelling fashion microblogs to increase the influence of social media marketing in Ireland and China Doctoral thesis Doctoral PhD adelagarza@ucc.ieinfo:eu-repo/semantics/openAccess