미국 고급 패션백화점의 페이스북 페이지 커뮤니케이션 전략
The Facebook page communication strategy of high-end fashion department stores in the United States
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The purpose of this study is 1) to investigate the types of upscale fashion department stores' Facebook page contents, 2) to compare the types of Facebook page contents with the department stores, and 3) to explore the dimensions of the Facebook page components and their relations. For the study, three preeminent department stores in social media marketing were chosen: Bergdorf Goodman, Barneys New York, and Saks Fifth Avenue. Three hundred sixty five contents of these department stores’ pages were investigated, which were uploaded from February 1st to March 31st of 2013. Content analysis, correspondence analysis, and categorical principal component analysis were used for the research. The result showed that there are four important types of contents in pages:product-related contents, fashion-related contents, department stores-related contents, and the contents of communicating with users. And these components of contents were related with department stores distinctively. The two dimensions of the page components were revealed: the basic components (contents, ‘like’, ‘share’, and ‘comments’) and the additional components (links and photos). Among contents, the introduction of products was appealed but news and events were not liked by users; the contents without a photo were not linked to additional information either.
Abstract
The purpose of this study is 1) to investigate the types of upscale fashion department stores' Facebook page contents, 2) to compare the types of Facebook page contents with the department stores, and 3) to explore the dimensions of the Facebook page components and their relations. For the study, three preeminent department stores in social media marketing were chosen: Bergdorf Goodman, Barneys New York, and Saks Fifth Avenue. Three hundred sixty five contents of these department stores’ pages were investigated, which were uploaded from February 1st to March 31st of 2013. Content analysis, correspondence analysis, and categorical principal component analysis were used for the research. The result showed that there are four important types of contents in pages:product-related contents, fashion-related contents, department stores-related contents, and the contents of communicating with users. And these components of contents were related with department stores distinctively. The two dimensions of the page components were revealed: the basic components (contents, ‘like’, ‘share’, and ‘comments’) and the additional components (links and photos). Among contents, the introduction of products was appealed but news and events were not liked by users; the contents without a photo were not linked to additional information either.
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