DOAJ Open Access 2022

How Small Brands Survive the Social Media Firestorm Through Culture Heritage: A Case Study of Irish Fashion Microblogging

Zheng Shen

Abstrak

With the rise of social media, brand communication has undergone tremendous changes. In particular, small brands have been affected severely. Given this, this study investigated strategies for how small brands can survive in the digital age using a case study of Louise Kennedy, a representative Irish fashion designer brand. After examining a total of 2,899 tweets, the study finds a strategic mechanism for heritage branding on social media, and confirms the important role of cultural heritage in the success of small brands. As a result, the study extends prior studies on heritage branding to fashion marketing on social media. Also, it provides actionable insights for small brands to survive the social media firestorm.

Topik & Kata Kunci

History of scholarship and learning. The humanities Social Sciences

Penulis (1)

Zheng Shen

Format Sitasi

APA MLA BibTeX

Shen, Z. (2022). How Small Brands Survive the Social Media Firestorm Through Culture Heritage: A Case Study of Irish Fashion Microblogging. https://doi.org/10.1177/21582440221095024

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Informasi Jurnal

Tahun Terbit: 2022
Sumber Database: DOAJ
DOI: 10.1177/21582440221095024
Akses: Open Access ✓