Enterprise Social Media and Digital Creativity for Fashion Brands

The perfect combination of social media and business models has completely reshaped the traditional shopping experience of people for fashion and luxury brands. Social commerce has become a major driver for the digital transformation of brand marketing. To create a virtual reality and immersive shopping experience for increasingly young consumers, enterprises often make use of various social media communication platforms and continually release live short videos for product introduction and reviews online. By providing conceptual clarification and definitions of social media, social networking site, and enterprise social media (ESM), this chapter proposes a corporate managerial perspective of operating ESM tools based on the technical features. In addition, the benefits and risks of the strategic use of ESM platforms for marketing context are stated. For chief marketing officers, this research provides theoretical references and managerial suggestions on how to build close relationships with internal and external stakeholders within an ESM sphere, as well as improve innovative activities to deliver corporate culture and brand value of fashion industry.