Li Zhao, University of Missouri-Columbia (IMAGE) University of Missouri-Columbia Caption Li Zhao, assistant professor of textile apparel management, has now found that social media data can help fashion companies discover how communities are connected to their brands. This can help them determine upcoming trends and if celebrity endorsements are having the desired impact. Credit MU News Bureau Usage Restrictions None License Licensed content Disclaimer: AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert system.