Effectiveness of Social Media Influencers in Dealing with Market Competition of Fashion Industry: A Study on Burberry

Research Methodologies
TO INVESTIGATE EFFECTIVENESS OF SOCIAL MEDIA
INFLUENCERS IN DEALING WITH MARKET COMPETITION
OF FASHION INDUSTRY. A STUDY ON BURBERRY
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Abstract
Main purpose of the current research is to investigate effectiveness of social media
influencers in dealing with market competition of fashion industry. This is a main purpose that
will be achieved by using different types of research methodologies. Secondary sources are used
for literature review that turn to impact in attainment of research aim and objectives successfully.
Questionnaire will be used for collecting primary and quantitative data that resulted in
accomplishment of research objectives. Therefore, all these are important methods in attainment
of aim and objectives of the research in effective manner.
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Table of Contents
Abstract............................................................................................................................................2
INTRODUCTION...........................................................................................................................4
Place the proposed study in context............................................................................................4
Value of the study.......................................................................................................................5
Research Questions Aim and Objectives....................................................................................6
Literature review:.............................................................................................................................8
Research methodology...................................................................................................................11
REFERENCES..............................................................................................................................13
Books and journals....................................................................................................................13
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INTRODUCTION
Relevance of the Proposed Research to Business Research
Social media influencers are those individual who has the power to convenience other by
their skills, knowledge. They with their ability can change the purchasing decision of an
individual (Enke and Borchers, 2019). They are those who are has expertise in some particular
field. Some social media influencer may have expertise in food industry, fashion industry,
photography industry and many more. Large number of followers follow them. On regular basis
they attract people and change their state of mind about the product. They can earn millions of
money through blogging in Instagram, Facebook, YouTube etc. They create content for specific
area in which they are, to attract the general public.
Place the proposed study in context
Social media influencer is categorizing on different way according to their followers:
 Nano influencer: Influencer who has less than 1,000 followers who attract viewers from
niche market.
 Mega influencer: They are those individuals who has large number of fan following on
their social platform. To become a mega influencer, they have more than 1 million
followers. In this type of influencer came are basically celebrities, musician, sport person
etc.
 Macro influencer: They have the following range between 40,000 to 1 million.
 Micro influencer: Individual having followers between 1,000 – 40,000 on a single social
media platform (Newberry, 2021)
These people attract audience through making reels, blogging, creating content, vlogging
etc. They try to entertain fans and connect with them by their skills. Some of the famous social
media influencer are Khaby Lame, Huda kattan, James cahreles and many more.
In recent era social media influencer is gaining advantage as they are earning more money
through using different platform. In fact, some of the companies are using them to promote their
product.
About the organisation
Burberry is the leading British luxury brand. It is a fashion brand who manufacture
product related to the fashion industry. The companies headquarter is in London, England. The
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