Customer Experience Analysis - Doc
Added on 2021-04-24
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Running head: CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRYCustomer Experience Analysis and Social Media Marketing for Mobile Application in FashionIndustryName of Student:Name of University:Course ID:
CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRY1Abstract:Over the last few years, social media has abruptly transformed the consume content of the peoplein fashion industry. The enormous infusion of social media in terms of Twitter, e-commercewebsites and applications are observed within younger generation. People are getting trendy with“Facebook”, “Twitter” and “Instagram” these days. Hence, people are less interested inadvertisements in press media or electric media. These days, people are eager to review productsonline. Different kinds of social media managed by everyday people are providing customers aninside approach into fashion products only. The research is an exploratory research based onsecondary data. The relationship of social media and fashion preferences is a fact of finding. Thesocial media acts as catalyst between the preferences and satisfaction of the consumers and thecurrent fashion trends. It is also a crucial aspect that the companies engage in social media to beensure that the fashion products are reaching to the focused consumer group and also stimulatingtheir preferences towards the fashion brands. This current study deduces the crucial outcomesabout its benefits and effectiveness to the consumers. Not only that, it is also recommended thatseveral fashion companies and brands require enhancements on the basis of customer survey.The social media platforms projects awareness of the customers and their satisfaction levelassociated to the easy mobile applications that support the companies directly to link with theconsumers. Advertisements and achievements are found to be most significant connector of theconsumers. In toto, this research analysis with the support of secondary data concentrates onfashion blogging and social media incorporation within fashion industry. It also helped that howthe transformation supported the elitist industry into a consumer-friendly industry. Social mediapermits us to become more sophisticated and style savvy with the help of social media in ourdaily life. The fashion is these days transcending across the all strata of the industry. The fashionsense is not for only wealthy people. Similarly, everyone is being digitally improved these days.It permits us to stay linked with global village by simply scrolling “iPhones”, “Blackberrys” andother Android phones.
CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRY2Acknowledge:The research project has placed a crucial portion for exploring the practical work for learning indetails apart from the theoretical study. Therefore, such kind of project work is valuable for usabout learning the key idea with real life experiences apart from the study. I thank all the respondents for their support and co-operation in completion of the researchproject as well as providing required information regarding the project. Without their helpinghands, the completion of project would not ne complete and successful. Key words:Social Media, Social Media Marketing, Retailer, E-commerce, Fashion Outlets, Retailers,Customer Satisfaction, Mobile Usage, Brand value, Advertisement, Reliability.
CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRY3Table of Contents1. Introduction:................................................................................................................................51.1 Background of the study........................................................................................................51.2 Problem Statement.................................................................................................................71.3 Research Aims and Objectives..............................................................................................81.4 Research Question:................................................................................................................81.5 Research Hypothesis:.............................................................................................................81.6 Rationale of the Study...........................................................................................................82. Literature review:.........................................................................................................................92.1 Control of social media in the fashion industry.....................................................................92.2 Benefits of tools of the social media over the designers, publishers and consumers (Social Capital Theory)..........................................................................................................................102.3 Popularity and effectiveness of various social media outlets..............................................142.4 The development of the outlets of the social media and the corresponding developments in the profession of the public relations.........................................................................................152.5 Summary of the literature....................................................................................................153. Research Methodology:.............................................................................................................153.1 Introduction..........................................................................................................................153.2 Choice of methodology........................................................................................................163.3 Research Approach..............................................................................................................163.4 Research Design..................................................................................................................163.5 Sample Size.........................................................................................................................163.6 Data Collection Process.......................................................................................................163.7. Secondary Data...................................................................................................................173.8 Ethical Consideration...........................................................................................................17
CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRY44. Data Analysis:............................................................................................................................174.1. Secondary Analysis:...........................................................................................................184.2 Findings:..............................................................................................................................264.3 Reliability and validity of the dataset:.................................................................................285. Conclusion:................................................................................................................................285.1 Conclusion:..........................................................................................................................285.2 Recommendations:..............................................................................................................305.3 Research limitations:...........................................................................................................305.4 Scope of Future Research:...................................................................................................316. Time scale of Research:.............................................................................................................317. References:................................................................................................................................32
CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRY51. Introduction:Social media through advent of smartphones has made the information higher than it waspreviously (Agnihotri et al., 2016). Customers are frequently asking to follow social companiessuch as “Facebook”, “Twitter”, “LinkedIn” and “Instagram”. Consumers are being connectedwith brands, more knowledgeable product selections as well as buyer-seller relevance. From theperspective of strength of sales, it could be asserted that social media must be an inseparablesegment repertoire of an industry. It could permit salesperson to engage with consumers andconstruct social capital that would inspire consumers to communicate, involve and establishassociation with them. Social media have direct and indirect implication on customer loyalty and satisfaction.Generally, with increased communication and interaction, an enhance in “Buyer-sellercollaboration” and “Co-creation” is observed (Guesalaga, 2016). Competence of Organizationand assurance with “Social media” are vital determining factor of “Social media” that estimatessales and trades of social media. The organizational commitment and competence are the keyfactors to enhance the brand value of any product (Verhoef et al., 2015). There has been a rise inthe interest in the use of online marketing and even in the social media and therefore it is seenthat various kind of new mobile applications are being developed that is useful for the rise insales for the products and services. The internet users can make use of these applications in orderto participate in conversations that are online and accordingly search for individuals who havesimilar interests. Ashley, & Tuten (2015) in their research addressed the fact that there has beenconsiderable rise in the level of researches and studies that are related to the use of “Socialmedia”, which has an impression on the experiences of the customers and their satisfaction withrespect to the use of mobile applications. 1.1 Background of the study The actual reason that has behind selecting this topic related to the experience of thecustomers with the utilisation of the “Social media” and mobile applications in the fashionindustry has primarily been due to the individual interest on this topic. In several researches thathave been undertaken, it is seen that the consumers have faced several kinds of issues in relationto the purchasing products and services and accordingly interacting with the companies (Nadeemet al., 2015). In this manner, the consumers have been looking for a better mode of making
CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRY6transactions and interacting with the businesses and therefore have searched online platformswith the help of which these issues can be mitigated. Choi et al., (2016) addressed that with the rise in the level of attractiveness of the socialmedia, the conventional media that was existent earlier has lost its popularity in the current timeperiod. Hence, a lack of reassurance about the two-way communication process among thefashion products and the consumers have been found to be noticeable. Therefore, several issuescan be created among the consumers in accordance to having knowledge pattern and the trendthat is existent in the fashion industry. It is therefore due to this factor that focus on the fashionindustry has increased in the current time period. Earlier, most of the clothing was manufacturedeither from home or with the assistance of the tailors. However, with the advent of time, therehave been changes in the tastes and preferences of the consumers and accordingly there has beena change in the demands from the customers as well (Kumar et al., 2016). In this manner, thefashion industry all over the globe have been developing and accordingly for meeting thedemands of the consumers. The development of the fashion industry has again been because ofthe development of innovative technologies and tools in the information technology sector and itis seen that there has been a rise in the need and advanced tools as well (Hofacker et al., 2016).The development of the “Social media” has been due to the construction of several socialwebsites. The social media websites have acted as an online shopping platform where the sellershave been looking to tract their customers who are interacting in social media. Gürhan-Canli etal., (2016) addressed that development of the science and technologies have led to thedevelopment of mobile applications and mobile applications have been mainly used in thefashion industry in order to increase their level of sales. Bigne et al., (2018) cited that social media explains the blend of three aspects and theyhave been user communities, user content and web technologies. The fashion companies havebeen addressing and communicating with their target market with the help of making use of the“Social media” platform and the platforms that are mainly used have been “Instagram”,“Twitter”, “Facebook” and several other platforms. Social media on the other hand even assiststhe bloggers and the decision makers to create an impact on the of “Decision-making” processamong the consumers and thereby all the companies that are within the fashion industry hasequivalent source of branding their themselves and increase their market share with the help ofthe rise in sales.
CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRY7Schivinski, & Dabrowski (2016) addressed that the experiences of the consumers have asignificant role to play in the rise in the level of sales for a company. In this manner, it has beenviewed that the satisfaction and the level of experience among the customers with respite tosocial media and the use of mobile applications determine the extent of sales that the companyare able to experience. The consumers in the current time period are looking for better andinnovative services and the use of the mobile apps motivates them to make their purchases in abetter way because of the fact that unlike the conventional mode of purchase, the consumers canpurchase any fashion product with the help of the app from any location and even get to choosefrom a variety of items. The product they purchase gets delivered to their location and therebythey get to save their time. However, Xiang et al., (2015) discovered that there are severalnegative impacts as well, which may have an impact on the customers and may induce themfrom making further purchases and therefore an analysis on this topic has become essential. 1.2 Problem Statement The social media is an advancing platform that assists in the recognition of several brandsand popularity of the designers who are associated with the fashion industry while giving out acontribution with respect to the interaction among the companies and the customers. Eventhough the industry has been developing but it still does not comprise of the standards that areindustry based with respect to the success and the utilisation of the social media equipment likeTwitter, Facebook etc. The social media platform is beneficial for the fashion industry in order togather feedback and thereby leads to transparency (Blázquez, 2014). The role of “Social media” in the fashion industry has led to significant amount offeedbacks and opinions where suggestions have been provided with respect to collections and thestyles that would be constructed in order to make the designer and their products popular in themarket. However, the observations indicate that social media especially the use of mobileapplications have not yet been very much effective as most of the companies of the fashionindustry are not able to make use of the applications in an effective manner as there areunavailability of the effective strategies and plans that would be capable to develop the use of“Social media” and “Mobile applications”. In this manner, the customers have different kinds ofexperiences and therefore assessment of the same is required in order to have an understandingof the effectiveness of the usage of “Social media” and “Mobile applications” in the “Fashionindustry”.
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