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Digital Media Strategies:Online Video Marketing in the Fashion Industry

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Digital Media Strategies:Online Video Marketing in the Fashion Industry
論文目錄
 
中文摘要第1-6頁
英文摘要第6-7頁
ACKNOWLEDGEMENTS第7-8頁
Introduction第8-12頁
  1. The relentless digitalization of media第12-38頁
  1.1 Online Users and Online Activities第12-14頁
  1.2 Four main trends in the digital scenario第14-29頁
    1.2.1 E-commerce第15-16頁
    1.2.2 Social networking第16-21頁
    1.2.3 Online Video第21-25頁
    1.2.4 Mobile:a key driver for digitalization第25-29頁
  1.3 A deeper analysis of affluent users and their digital attitude第29-31頁
  1.4 Implications of digitalization on consumers' mindset第31-33頁
  1.5 A new approach to marketing communication第33-38頁
  2. Online video from users and advertisers' perspective第38-59頁
  2.1 Online video:the third revolution in video content distribution第38-40頁
  2.2 Online video and users:who watches what?第40-44頁
  2.3 YouTube:history and statistics of the phenomenon第44-46頁
  2.4 From a marketing perspective:online video in the media mix第46-59頁
    2.4.1 Online video as a paid medium第46-52頁
    2.4.2 Online ine video as an owned medium第52-53頁
    2.4.3 Online video as an earned medium第53-59頁
  3. Fashion,digital and online video第59-81頁
  3.1 Digitalization of fashion companies:an overview第60-69頁
    3.1.1 State of digital media advertising spending in the fashion and luxury industry第60-61頁
    3.1.2 Fashion companies' social media adoption第61-65頁
    3.1.3 Fashion companies websites and e-commerce第65-67頁
    3.1.4 Are fashion companies going mobile?第67-68頁
    3.1.5 Final remarks on fashion brands and digitalization第68-69頁
  3.2 Fashion companies and online video第69-81頁
    3.2.1 Fashion companies and online video as a paid medium第69-72頁
    3.2.2 Fashion companies and online video as an owned medium第72-77頁
    3.2.3 Fashion companies and online video as an earned medium第77-79頁
    3.2.4 Final remarks第79-81頁
  4. Few flashes of fashion genius in online video marketing第81-105頁
  4.1 Online video for brand awareness第81-85頁
    4.1.2 Dolce & Gabbana and the renewed YouTube channel第82-85頁
  4.2 Online video for launching a new project第85-88頁
    4.2.1 Fendi and the "The whispered" project第85-88頁
  4.3 Online video for launching a new product第88-91頁
    4.3.1 Longchamp and the "Keep on riding" campaign第89-91頁
  4.4 Online video for generating direct response第91-97頁
    4.4.1 Bally and French Connection click-to-buy YouTube videos第91-95頁
    4.4.2 Ssense and Burberry "Shoppable music videos"第95-97頁
  4.5 Online video for engaging users in exclusive events第97-102頁
    4.5.1 LiveRunaway Channel on YouTube第99-100頁
    4.5.2 Burberry live streaming of fashion shows第100-102頁
  4.6 Online video for social engagement第102-103頁
    4.6.1 Diane Von Furstenberg on Viddy第102-103頁
  4.7 Final remarks第103-105頁
Conclusions第105-109頁
Appendix第109-116頁
References第116-123頁

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