Two decades after its commercial launch, the Internet has become the second most important distribution channel (after high street retailing) and a major source of consumer information and empowerment (Goldsmith & Goldsmith, 2002; Constantinides et al., 2008; Doherty & Ellis-Chadwick, 2010). New applications of communication technologies are replacing the 20th century’s dependence on mass print media, attesting to our 21st century multimedia environment (O’Reily, 2007). Moreover, the rise of social media has given consumers much more control and opened up direct channels for conversation and collaboration (Singh et al., 2008; Kaplan & Haenlein, 2010). According to a recent survey by Pew Research Center, today nearly half (47%) of all American adults and 59% of all adult Internet-users use a social networking site; close to double from 2008 (26% of adults and 34% of internet users) (The Pew Research Center, 2011). Traditionally, many fashion brands—especially those in the luxury sector—have been sceptical to the social media environment and reluctant to embrace the new technology (Atwal & Williams, 2009; Okonkwo, 2009, 2010; Tungate, 2009). This attitude has changed in recent years, and social media such as fashion blogs, Facebook, Youtube and Twitter have become an integral part of how fashion brands communicate with their consumers (Michault, 2009; Ross, 2010), providing new opportunities to apply emotional intelligence in promoting the organization’s identity and the brand. Returning to the questions set for the study; the use of social media to enhance the organizational emotional intelligence of fashion companies. Social networking sites were identified as a substantive method of enhancing emotional intelligence. They could be seen as the biggest innovation and change in practice in recent times. Similarly as found by Ross (2010) blogs are now much more common place and considered an important part of fashion brand images and communication platform. This extensive use of technology underwrites the literature on the subject that social media platforms are changing fashion business and consumer practices (Ross, 2010; Nguyen, 2011).
Vecchi A, Kontu H (2012). Social Media and Their Impact on Organizational Emotional Intelligence: Some Illustrative Evidence from the Fashion Industry.
Social Media and Their Impact on Organizational Emotional Intelligence: Some Illustrative Evidence from the Fashion Industry
VECCHI, ALESSANDRA;
2012
Abstract
Two decades after its commercial launch, the Internet has become the second most important distribution channel (after high street retailing) and a major source of consumer information and empowerment (Goldsmith & Goldsmith, 2002; Constantinides et al., 2008; Doherty & Ellis-Chadwick, 2010). New applications of communication technologies are replacing the 20th century’s dependence on mass print media, attesting to our 21st century multimedia environment (O’Reily, 2007). Moreover, the rise of social media has given consumers much more control and opened up direct channels for conversation and collaboration (Singh et al., 2008; Kaplan & Haenlein, 2010). According to a recent survey by Pew Research Center, today nearly half (47%) of all American adults and 59% of all adult Internet-users use a social networking site; close to double from 2008 (26% of adults and 34% of internet users) (The Pew Research Center, 2011). Traditionally, many fashion brands—especially those in the luxury sector—have been sceptical to the social media environment and reluctant to embrace the new technology (Atwal & Williams, 2009; Okonkwo, 2009, 2010; Tungate, 2009). This attitude has changed in recent years, and social media such as fashion blogs, Facebook, Youtube and Twitter have become an integral part of how fashion brands communicate with their consumers (Michault, 2009; Ross, 2010), providing new opportunities to apply emotional intelligence in promoting the organization’s identity and the brand. Returning to the questions set for the study; the use of social media to enhance the organizational emotional intelligence of fashion companies. Social networking sites were identified as a substantive method of enhancing emotional intelligence. They could be seen as the biggest innovation and change in practice in recent times. Similarly as found by Ross (2010) blogs are now much more common place and considered an important part of fashion brand images and communication platform. This extensive use of technology underwrites the literature on the subject that social media platforms are changing fashion business and consumer practices (Ross, 2010; Nguyen, 2011).I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
