Leveraging a luxury fashion brand through social media

Maria Teresa Romão, Sérgio Moro, Paulo Rita, Pedro Ramos

Research output: Contribution to journalArticle

8 Citations (Scopus)
7 Downloads (Pure)

Abstract

This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts published in the luxury brand's different social networks between 2015 and 2016. Fifteen features related with the brand's social networks, product characteristics and visibility in external media were prepared and used to feed a support vector machine model which achieved an adequate performance (mean absolute percentage error of 27%). A sensitivity analysis was applied to reveal how each of the fifteen features influenced the Instagram likes. The findings unveiled interactions on the remaining networks hold an influence on Instagram likes, particularly Facebook, with the number of video views, the positive emoticons, and the number of comments and shares explaining around 40% of the model.

Original languageEnglish
Pages (from-to)15-22
Number of pages8
JournalEuropean Research on Management and Business Economics
Volume25
Issue number1
Early online date1 Jan 2018
DOIs
Publication statusPublished - Jan 2019

Keywords

  • Brand image
  • Data mining
  • Luxury marketing
  • Social media
  • Social networks

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