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A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands

Authors :
Yulin Chen
Source :
Information, Vol 12, Iss 4, p 149 (2021)
Publication Year :
2021
Publisher :
MDPI AG, 2021.

Abstract

This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.

Details

Language :
English
ISSN :
20782489
Volume :
12
Issue :
4
Database :
Directory of Open Access Journals
Journal :
Information
Publication Type :
Academic Journal
Accession number :
edsdoj.f77d0dacf7648c49c0ea4b3ecba6d48
Document Type :
article
Full Text :
https://doi.org/10.3390/info12040149