The role of social media in long-running live events: The case of the Big Four fashion weeks dataset

摘要

The advent of social media platforms has caused many changes in humans’ daily lifestyle. One of the most significant changes is the way in which people participate in social and cultural events. Users' participation in social media platforms is continuously increasing. This has provided brands with new opportunities such as enhancing brand influence and understanding online users' reactions through user-generated content (UGC) analysis.