Ozuem, Wilson and Jawad, Caroline and Zeng, X (2024) Enterprise Social Media and Digital Creativity for fashion brands. In: Digital Transformation for Fashion and Luxury Brands: Theory and Practice. Palgrave Macmillan. ISBN 9783031355882
Full text not available from this repository.Abstract
This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace.
| Item Type: | Book Section |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Institutes and Academies > Institute of Management and Health > Business, Finance and Management |
| Depositing User: | Caroline Jawad |
| Date Deposited: | 03 Jul 2024 13:25 |
| Last Modified: | 03 Jul 2024 13:25 |
| URI: | https://repository.uwtsd.ac.uk/id/eprint/2852 |
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