How luxury fashion brands leverage TikTok to captivate young consumers : an exploratory investigation using video analytics
Yanbo Zhang, Chuanlan Liu, Chunmin Lang
| Year of publication: |
2025
|
|---|---|
| Authors: | Zhang, Yanbo ; Liu, Chuanlan ; Lang, Chunmin |
| Subject: | Consumer engagement | Luxury fashion brand | Marketing analytics | Social media video analytics | TikTok | Young consumer | Social Web | Social web | Mode | Fashion | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Jugendliche | Youth | Marketingmanagement | Marketing management | Markenführung | Brand management | Marketing | Markenartikel | Brand | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41270-023-00276-w [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015371496