Internet and digitalization: impacts on property management process of private individuals in France

Abstract

The aim of this paper is to investigate French female teenagers’ online self-presentation opportunities for clothing brand strategy. The problem statement relies on understanding to what extent clothing brands strategies can benefit from female teenagers’ social media selfpresentation in their positioning and communication strategy. Moreover, we need to focus on how displayed data on social media profiles are huge opportunity to capture and retain target by a more personalized and individualized brand and communication strategy when properly gathered and analyzed. Female teenagers as a consumer group have been largely studied in the field of marketing and brand management. Indeed, opportunities social media are providing to marketers to better understand this target have been the subject of a lot of researches. Notwithstanding, an analysis of female teenagers’ deep usages of social media and online self-presentation opportunities for brands remains a rare subject in the academic material. The angle of this paper takes into consideration the core posted content on social as a huge resource for the marketing department. This dissertation concludes that self-presentation based brands can have significant impacts on brand management models such as brand sensitivity and brand equity. However, in the actual state of affairs, it remains difficult for marketers to harvest and analyze such quantity of information. By the time this information gives rise to viable outcomes, the information becomes obsolete.