Abstract:
This thesis explores in depth and evaluates and compares the marketing tactics on Twitter used by high-end fashion brands Gucci and Dior.
The goal is to extract optimal methods with broad industrial applicability.
Three primary research questions guide the investigation, focusing on product innovation, marketing plan fundamentals, and adaptation to diverse consumer characteristics.
The objective is to identify transferable information for fashion entities, present a methodological framework to enhance marketing programs and achieve market leadership.
By leveraging complex text mining methods such as topic modeling we will search relevant Twitter data to discover patterns, trends and sentiments, providing insight into a comprehensive understanding of effective marketing activities on Twitter.
