Arriaga, Josep Lluis Del Olmo; Andreu Domingo, David; … - In: Journal of Fashion Marketing and Management: An … 21 (2017) 4, pp. 512-522
Purpose The purpose of this paper is to analyse the interaction between fashion brands and consumers on social network sites. More precisely, the goal is to assess the relationship that is established between the low-cost fashion company Primark and followers of the brand on the Facebook social...