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Question 1
The resource that has been selected is “How to communicate a new fashion brand through social media and public relations perspective”. The main topic of the resource that has been provided relates to communication factors that are needed in establishing public relations through social media. As opined by Quesenberry (2020), social media strategies are applied in communicating with customers and gathering their fashion knowledge. Besides that, the main question that arises through this resource is how communication is done with the help of social media.
The keywords/ key points that are present in this resource are mainly communication, fashion brand, social media and public perspectives. These terms are used in these resources and are found to be useful as they help in answering the question of how customers are able to communicate through social media.
Question 2
The authors of this resource are P Scheide and A D Marques and they think that this question is important as it helps in understanding the customer’s viewpoint regarding fashion brands. Besides that, communication factors that are helpful in reaching the maximum number of customers are identified in this question. As stated by Arrigo (2018), fashion brands are mainly luxury brands that require social media marketing in reaching their potential customers. Therefore, it is important to communicate with customers through social media marketing and gather their feedback.
The words that are used by the authors are highly competitive and tend to mergers and acquisitions to make the topic more important. These words are used to identify the range of competition that is present within the fashion industry and that it requires better communication. Apart from that, transformation and brand communication are two more words that are used by the authors to represent the importance of this subject.
Question 3
The source that has been chosen mainly relates to the factors that are used as a communication medium for consumers. These factors or mediums are social media and public relations that relate a consumer with the effectiveness of using social media in reaching their favourite fashion brand. As stated by Luttrell (2018), social media provides us with knowledge to get engaged, share and connect with employers. In that respect, social media marketing is found to play a major role in establishing consumer communication successfully. Besides that, this text provides an effective branding strategy that is needed within fashion organizations to bring relevance to social media and public relations. On other hand, understanding the importance of digital marketing platforms have been provided in this text which relates with integration of new fashion brands. Public relations are easily established through social media theory and deals with customers in a comprehensive manner (Kent and Li, 2020). Therefore, this text is determined to be appropriate in gaining knowledge of fashion brands and industry within Portugal business market.
Reference
Books and Journals
Arrigo, E., 2018. Social media marketing in luxury brands. Management Research Review, pp. 657-679.
Bossio, D., McCosker, A., Milne, E., Golding, D. and Albarrán-Torres, C., 2020. Social media managers as intermediaries: negotiating the personal and professional in organisational communication. Communication Research and Practice, 6(2), pp.95-110.
Kent, M.L. and Li, C., 2020. Toward a normative social media theory for public relations. Public Relations Review, 46(1), p.101857.
Lim, J.S. and Greenwood, C.A., 2017. Communicating corporate social responsibility (CSR): Stakeholder responsiveness and engagement strategy to achieve CSR goals. Public Relations Review, 43(4), pp.768-776.
Loureiro, S.M.C., Serra, J. and Guerreiro, J., 2019. How fashion brands engage on social media: A netnography approach. Journal of Promotion Management, 25(3), pp.367-378.
Luttrell, R., 2018. Social media: How to engage, share, and connect. Maryland: Rowman & Littlefield.
Men, L.R. and Tsai, W.H.S., 2016. Public engagement with CEOs on social media: Motivations and relational outcomes. Public Relations Review, 42(5), pp.932-942.
Quesenberry, K.A., 2020. Social media strategy: marketing, advertising, and public relations in the consumer revolution. Maryland: Rowman & Littlefield Publishers.
Scheide, P. and Marques, A.D., 2018. How to communicate a new fashion brand through social media and public relations’ perspective, pp. 1-7.
Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.
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