Artha S. Ananda

Artha S. Ananda
Politecnico di Milano | Polimi · Department of Management, Economics and Industrial Engineering DIG

Doctor of Philosophy

About

12
Publications
40,776
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169
Citations
Introduction
Artha S. Ananda is a Ph.D. from Department of Management, Economics and Industrial Engineering, DIG, Politecnico di Milano, and PhD in Industrial Management from Universidad Politécnica de Madrid.
Education
August 2002 - June 2004
University of Twente
Field of study
  • Electrical Engineering

Publications

Publications (12)
Chapter
Business to business (B2B) sales professionals are represented in all industries and service sectors. However, there are all too few possibilities for South-East Asian higher education students to apply for B2B sales degree programmes or courses. In the European Commission co-funded South-East Asian Sales Competition SEASAC project, new courses are...
Article
Purpose – The purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors. Design/methodology/approach – The empirical study uses a survey...
Article
Fashion industry, including small and medium enterprises (SMEs), is an important contributor to European economy. This study analyses data from six Spanish and Italian SME fashion companies in order to understand how fashion brands implement their social media marketing strategies. The research includes a qualitative study, combined with a content...
Chapter
Current research devotes little attention to consumers’ perceptions of marketing messages on social media. This study investigates whether consumers’ perceptions of fashion brands’ social media marketing actions match brands’ intended and actual marketing intensity. The findings suggest a big overlap between both, although they also point to some e...
Chapter
Current research devotes little attention to consumers’ perceptions of marketing messages on social media. This study investigates whether consumers’ perceptions of fashion brands’ social media marketing actions match brands’ intended and actual marketing intensity. The findings suggest a big overlap between both, although they also point to some e...
Article
Full-text available
Despite the increasing and ubiquitous use of social media for business activities, scholar research on social media marketing strategy is scant and companies deploy their social media marketing strategies guided by intuition or trial and error. This study proposes a comprehensive framework that identifies and classifies social media marketing strat...
Conference Paper
Full-text available
Fashion is one of the most vibrant sectors in Europe and important contributors to the European Union (EU) economy. In particular, Small and Medium Enterprises (SMEs) play a major part in European fashion industry (EU 2012). Just like fashion, where people´s style has inherently meant to be shared as it is foremost a representation of one´s self-im...
Conference Paper
Full-text available
Industries have been comfortable in incorporating social media as part of their marketing strategy tools. The fashion industry is not an exception. Italy has been known as a major center of the European fashion industry, with SMEs playing an important role in this sector. Adopting an exploratory approach, we present a single case study of how an It...
Conference Paper
Full-text available
Industries have been comfortable in incorporating social media as part of their marketing strategy tools. The fashion industry is not an exception. Italy has been known as a major center of the European fashion industry, with SMEs playing an important role in this sector. Adopting an exploratory approach, we present a single case study of how an It...
Conference Paper
Full-text available
Industries nowadays have been comfortable with the incorporation of social media to their marketing strategy. Italy has been known as a major center of the European fashion industry, a sector that is also following the social media marketing trends. This paper provides empirical findings on Italian luxury fashion brands’ social media marketing acti...
Conference Paper
Full-text available
As practitioners and industries become more comfortable with the use of social media applications as a marketing tool, social media is becoming ubiquitous. However, social media must be managed just like the rest of media that organizations use to deploy their content and marketing strategy as part of their overall marketing strategy. Nevertheless,...

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Projects

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