Tools
Tools
Hickman, Mary-Kate, Ozuem, Wilson 
ORCID: 0000-0002-0337-1419 and Okoya, Jummy
(2017)
Gender Fluidity in the Age of Technologically Mediated Environments: Implications for Fashion
Industry.
In:
Digital Marketing Strategies for Fashion and Luxury Brands.
IGI Global, Hershey, pp. 22-61.
ISBN 9781522526971
Abstract
Gender is a concept that has evolved with time, varying its meaning and relevance regularly. Today, it manifests across many facets of life. Whilst theories of gender began as a device to categorise individuals and groups, these have evolved into a broad, complex system of identification to describe the uniqueness of the individual. Central to the discussion of gender is the question of how we can understand human conduct and experience in technologically laden marketing environments. Drawing on extant theories, the current chapter examines how the technologically mediated marketing environment (TMME) is increasingly challenging fashion and luxury marketers to reconsider their marketing communications strategies, particularly with the impact of evolving Internet technologies such as social media platforms. The concluding section offers further agenda for future research.
| Item Type: | Book Section |
|---|---|
| Additional Information: | Chapter 2 |
| Uncontrolled Keywords: | Marketing; Fashion; Luxury brands |
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing |
| Divisions: | Schools and Research Institutes > School of Business, Computing and Social Sciences |
| Research Priority Areas: | Applied Business & Technology |
| Depositing User: | Phil Davis |
| Date Deposited: | 06 Dec 2017 12:54 |
| Last Modified: | 04 Aug 2023 20:40 |
| URI: | https://eprints.glos.ac.uk/id/eprint/5205 |
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