| 中文摘要 | 第5-6页 |
| 英文摘要 | 第6页 |
| ACKNOWLEDGEMENTS | 第7-8页 |
| Introduction | 第8-12页 |
| 1. The relentless digitalization of media | 第12-38页 |
| 1.1 Online Users and Online Activities | 第12-14页 |
| 1.2 Four main trends in the digital scenario | 第14-29页 |
| 1.2.1 E-commerce | 第15-16页 |
| 1.2.2 Social networking | 第16-21页 |
| 1.2.3 Online Video | 第21-25页 |
| 1.2.4 Mobile:a key driver for digitalization | 第25-29页 |
| 1.3 A deeper analysis of affluent users and their digital attitude | 第29-31页 |
| 1.4 Implications of digitalization on consumers' mindset | 第31-33页 |
| 1.5 A new approach to marketing communication | 第33-38页 |
| 2. Online video from users and advertisers' perspective | 第38-59页 |
| 2.1 Online video:the third revolution in video content distribution | 第38-40页 |
| 2.2 Online video and users:who watches what? | 第40-44页 |
| 2.3 YouTube:history and statistics of the phenomenon | 第44-46页 |
| 2.4 From a marketing perspective:online video in the media mix | 第46-59页 |
| 2.4.1 Online video as a paid medium | 第46-52页 |
| 2.4.2 Online ine video as an owned medium | 第52-53页 |
| 2.4.3 Online video as an earned medium | 第53-59页 |
| 3. Fashion,digital and online video | 第59-81页 |
| 3.1 Digitalization of fashion companies:an overview | 第60-69页 |
| 3.1.1 State of digital media advertising spending in the fashion and luxury industry | 第60-61页 |
| 3.1.2 Fashion companies' social media adoption | 第61-65页 |
| 3.1.3 Fashion companies websites and e-commerce | 第65-67页 |
| 3.1.4 Are fashion companies going mobile? | 第67-68页 |
| 3.1.5 Final remarks on fashion brands and digitalization | 第68-69页 |
| 3.2 Fashion companies and online video | 第69-81页 |
| 3.2.1 Fashion companies and online video as a paid medium | 第69-72页 |
| 3.2.2 Fashion companies and online video as an owned medium | 第72-77页 |
| 3.2.3 Fashion companies and online video as an earned medium | 第77-79页 |
| 3.2.4 Final remarks | 第79-81页 |
| 4. Few flashes of fashion genius in online video marketing | 第81-105页 |
| 4.1 Online video for brand awareness | 第81-85页 |
| 4.1.2 Dolce & Gabbana and the renewed YouTube channel | 第82-85页 |
| 4.2 Online video for launching a new project | 第85-88页 |
| 4.2.1 Fendi and the "The whispered" project | 第85-88页 |
| 4.3 Online video for launching a new product | 第88-91页 |
| 4.3.1 Longchamp and the "Keep on riding" campaign | 第89-91页 |
| 4.4 Online video for generating direct response | 第91-97页 |
| 4.4.1 Bally and French Connection click-to-buy YouTube videos | 第91-95页 |
| 4.4.2 Ssense and Burberry "Shoppable music videos" | 第95-97页 |
| 4.5 Online video for engaging users in exclusive events | 第97-102页 |
| 4.5.1 LiveRunaway Channel on YouTube | 第99-100页 |
| 4.5.2 Burberry live streaming of fashion shows | 第100-102页 |
| 4.6 Online video for social engagement | 第102-103页 |
| 4.6.1 Diane Von Furstenberg on Viddy | 第102-103页 |
| 4.7 Final remarks | 第103-105页 |
| Conclusions | 第105-109页 |
| Appendix | 第109-116页 |
| References | 第116-123页 |
