48 research outputs found
Buzz vs. Sales: Big Social Data Analytics of Style Icon Campaigns and Fashion Designer Collaborations on H&M’s Facebook Page
This paper examines the relationship between social media engagement and financial performance of the global fast fashion company, H&M. We analyze big social data from Facebook on the seven H&M style collections that occurred during 2012 and 2013 to investigate if style icon campaigns have a larger effect on quarterly sales than designer collaborations. We find that style icons such as David Beckham generate more social buzz than designer collaborations. Social Set Analysis of the Facebook data shows that the overlap between the users H&M reach with their different style collections is fairly small. The deviations between forecasted quarterly sales and actual quarterly sales are analyzed. Our results show that that style icon campaigns have a larger impact on sales than designer collaborations and reveal that the quarters with the largest deviations coincide with the quarter in which H&M ran a style icon campaign. We discuss the implications of our findings and outline directions for future research
Reviewing the impact of the Confederation Bridge
Islands are the challenging targets of a global pursuit
in the closing of gaps, their distinct geography so far
having seemingly eluded and mocked both human
ingenuity and terra firma. This article seeks to
deconstruct the concept of the bridge as more than
just a value-free symbol of inexorable technological
progress, and uses islands as the reference point to
flesh out such an argument. Bridges impact on the
subtle balance between the characteristic
‘local–global’ nature of an island identity; such an
impact is multi-faceted, complex and case-specific.
These ideas are applied to the specific case of the
Confederation Bridge, the 14-km structure linking
Prince Edward Island to New Brunswick, and which
celebrated its tenth anniversary in June 2007.peer-reviewe