A Social Media Mining and Ensemble Learning Model: Application to Luxury and Fast Fashion Brands

Yulin Chen

doi:10.3390/info12040149

Abstract

This research proposes a framework for the fashion brand community to explore public participation behaviors triggered by brand information and to understand the importance of key image cues and brand positioning. In addition, it reviews different participation responses (likes, comments, and shares) to build systematic image and theme modules that detail planning requirements for community information. The sample includes luxury fashion brands (Chanel, Hermès, and Louis Vuitton) and fast fashion brands (Adidas, Nike, and Zara). Using a web crawler, a total of 21,670 posts made from 2011 to 2019 are obtained. A fashion brand image model is constructed to determine key image cues in posts by each brand. Drawing on the findings of the ensemble analysis, this research divides cues used by the six major fashion brands into two modules, image cue module and image and theme cue module, to understand participation responses in the form of likes, comments, and shares. The results of the systematic image and theme module serve as a critical reference for admins exploring the characteristics of public participation for each brand and the main factors motivating public participation.

Highlights

In recent years, social networking sites have become a key communication channel between brands and the public [1,2]
This study proposes a set of information models that are based on the concept of public participation in brand communities [21] to meet the following objectives: (a) reveal how fashion brands position information in line with brand image to prompt positive public attitudes and behaviors; (b) examine the consistency of fashion brand images and its impact on strengthening brand identity in the community; and (c) explore the relationship between key image cues and behaviors in the brand community to determine common rules for module verification
Accounting for market demands and technological developments, this study proposes an association model that is based on fashion brand information and community behavior to evaluate interactions between brand communities and key image cues

Summary

Introduction

Social networking sites have become a key communication channel between brands and the public [1,2]. Consumers’ increased proficiency in using social networking sites has enhanced the importance of brand communities. About 90% of the world’s leading brands have their own brand communities. A brand community facilitates exclusive brand experiences [3], information sharing, and stronger public relations through an widening follower base [4,5]. Studies have shown that a growing number of brands, irrespective of their size, are using social media to expand their businesses. About 80% SNS users believe that their purchase decisions can be influenced by reliable community reviews, indicating the effectiveness of brand community in enhancing brand trust, reputation, and loyalty [6,7,8]. Examining factors motivating public participation [9] can help understand the causes and consequences of their actions [10]

Methods

Results

Conclusion