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- W2338379096 abstract "Social media has become a popular platform for marketing and brand advertisement especially for fashion brands. To promote their products and gain popularity, different brands post their latest products and updates as photos on different social networks. Little has been explored on how these fashion brands use different social media to reach out to their customers and obtain feedback on different products. Understanding this can help future consumers to focus on their interested brands on specific social media for better information and also can help the marketing staff of different brands to understand how the other brands are utilizing the social media. In this article we focus on the top-20 fashion brands and comparatively analyze how they target their current and potential future customers on Twitter and Instagram. Using both linguistic and deep image features, our work reveals an increasing diversification of trends accompanied by a simultaneous concentration towards a few selected trends. It provides insights about brand marketing strategies and their respective competencies. Our investigations show that the brands are using Twitter and Instagram in a distinctive manner." @default.
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- W2338379096 date "2015-12-03" @default.
- W2338379096 modified "2023-09-27" @default.
- W2338379096 title "Evolution of fashion brands on Twitter and Instagram." @default.
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