research, focusing on empirically determining those elements that affect the interaction between a fast fashion brand and its … users, providing central elements of brand strategies on Instagram. This study examines the engagement generated by Primark … posts on Instagram based on three coding categories that analyse the content of the message, the communication strategy and …

behavior -- 9 digital marketing in luxury fashion - from crisis to strength -- 10 The effect of social ewom on consumers …-generated content -- 12 Building a sustainable brand image in luxury fashion companies -- 13 Becoming digital: the need to redesign … competences and skills in the fashion industry -- 14 Luxury fashion in the chinese marketplace and the new online channels: an …