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Impact of Social Media Marketing on Brand Image: A Case Study of International Fashion Industry

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Added on  2020-06-05

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Impact of social media marketing on brand image: A case study of international fashion industry Introduction: 2 Research Issue: 3 The significance of the research: 3 Research questions: 4 Aim and objectives: 4 Hypothesis: 5 Structure of Dissertation5 Literature review6 Research Analysis and Framework9 Research project plan 10 References 13 Introduction: Today's impressionable generation is leaning towards the "branded products" in order to meet their social standards. The present study encompasses the way in which brand perception was dealt earlier by

Impact of Social Media Marketing on Brand Image: A Case Study of International Fashion Industry

   Added on 2020-06-05

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Table of ContentsIntroduction:..............................................................................................................................2Research Issue:.......................................................................................................................3The significance of the research:...........................................................................................3Research questions: ...............................................................................................................4Aim and objectives: ..............................................................................................................4Hypothesis:............................................................................................................................5Structure of Dissertation.......................................................................................................5Literature review........................................................................................................................6Research Analysis and Framework...........................................................................................9Research project plan...............................................................................................................10References...............................................................................................................................13
Impact of Social Media Marketing on Brand Image: A Case Study of International Fashion Industry_2
Introduction:Today's impressionable generation is leaning towards the "branded products" in orderto meet their social standards. This brand image becomes a deciding factor that determinesthe product sales, hence this element is a significant and central theme for an organisation. Itis way more than a logo to define a business, product or service. A strong brand imagedirectly influence the buying behaviour of the customers. It creates a good first impressionwhich is a major desire of an entity. There are various benefits of a good image such assimpler decision process, customer satisfaction, etc. It further helps in creating recognition ofthe product or services (Thakur, Singh and Singh, 2016). Now, in context to fashion industry,a highly competitive sector it is required by the relevant organisations to possess strongbrand image. The evolution of the consumer knowledge associated with fashion andglobalisation had caused high level of rivalry in the industry. The increasing living standardand lifestyle of the societies demands for the "branded" tag with the products they buy. Itmay however be recognised that the social media marketing plays a vital role in attaining agood brand image. The present study encompasses the way in which brand perception wasdealt earlier by the marketers and how it changed with the help of social media marketing.In the present technological era, social media has become an important marketingtool. This technique is also used by the industries for communicating with the audience sothat the development of the products can be achieved on the basis of specific needs anddemands. It is one of the most cost-effective tool which increases brand awareness amongconsumers. This method will assist in recognition of the product and engage with a broadaudience. Social sites are nowadays accessed by billions of people everyday. Entities can usevarious tools for social media marketing such as advertisements on Facebook, Twitter, etc.,company websites, internet sites and many more (Rashid and Barnes, 2017). Despite ofbrand image, there are several other advantages of using social media marketing such asmore inbound traffic, improved search engine rankings,higher conversion rates, bettercustomer satisfaction and improved loyalty. The aim of this thesis is to explore the use ofsocial media marketing in Fashion industry. Further, it aims on study the functions ofInstagram played within the context of the brand image of fashion retailers. The presentdissertation explores the role of Instagram marketing in consumer buying behaviour.Further, impact of Instagram on the marketing strategies of the fashion industry businesseswill be analysed in this dissertation.3| Page
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Research Issue:This study is conducted for identifying the impact of social media marketing on brandimage. With the enhancements in the technology and globalisation, the living standard of thepeople has been raised. This consistent increment is demanding for "branded products" tomatch the societal influences. This factor has made the contemporary business environmentto be very competitive. Level of rivalry in the fashion industry is major and thus, effectivemarketing is required to compensate the dominating factors that may decrease the sales(Buckley, 2016). Social media marketing, constituting varied benefits of influencingconsumer perceptions, buying behaviour, trends, introducing new patterns and consumerpreferences. In addition to this, it may be recognised that along with these advantages, thetool is also used for communicating with the customers. The present technological era is highly concerned with the promptness, effectivenessand accurateness, all these concerns requires social medial marketing. Other advertisingoperations needs huge amount of cost, more time and still the range of the audience islimited. In contrary to this, social media is a means that is time-effective, cost-saving andcovers wide range of people. Thus, it become necessary for the fashion industries to use thismethod in promotion to deal with the issues faced while marketing otherwise. In addition tothis, there are various factors that impacts upon the buying behaviour of consumer. Thisstudy is also conducted to gain understanding of these aspects. Consequently, effectivestrategies of marketing are needed to resolve this challenge. Also, there exists choice fvarious social media tools, however to choose one is necessary to bring work effectiveness.The significance of the research:The findings that will be generated from this research will help in exploring variouselements associated with the social media marketing, brand image and fashion industry. Thisreport will further assist the entities in global level expansion by creating brand recognition.The present work will provide the organisations with an understanding of the importance ofconsumer behaviour and attitude. This knowledge will help them in developing effectivestrategies that can enhance their business. Further, this research will state the importance ofusing social media in the business process. Consequently, the entities can avail the benefitsof using this technique such as work promptness, cost-effectiveness, proper management anderror-less operations. Further, the evolution in the old marketing methods which are lesseffective can be addressed with the help of this research study. Besides the benefit for the
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