Zara's Social Media Strategy: Impact on Consumer Behavior

Consumer Behavior

1
In the modern day business, social media is playing a very important role in their business
activities. The most important influence of social media is on the consumer’s behaviour. It
can be understood by the fact that there are larger numbers of people that are active on the
social media sites hence it is essential for the companies to have attractive social media plan.
This will help in attracting digital migrant and Digital natives. There are various social media
sites which have been used by different companies for changing their consumer’s behaviour
(Gamboa and Goncalves, 2014). Since the consumers are always interested on the
information that is shared by the firm hence it is essential that company chooses the best of
contents to promote their business. Consumers are making their decisions like the pre or post
purchase based on the data that is available on the online platforms. Social media is an
important platform where promoting rights, interests and consciousness can be easily done. In
this essay the Zara’s activities on Social media has been illustrated.
Fashion Industry is taking use of the social media sites so as to promote their collections and
hence is highly active on these sites. The same is the case with Zara which uses various social
media sites for different kinds of activities. The three most common social media sites which
company uses are Facebook, Twitter and Instagram. The most basic use of social media sites
done by Zara is to build their brand image at the same time promote the new collections that
have launched in the market. In the brand management any social media marketing plays a
very crucial role.
In the modern age of technology since the companies are adopting data driven approach
hence social media is acting a crucial platform from where data can be gathered regarding the
demands of the markets as well as the trends that is followed within the organisation. In the
larger domain it can also be utilised for collecting data with the help of reviews (Tuten and
Solomon, 2017). With the increase in online shopping trends it has become easier for the
company to promote through social media sites. This is illustrated by the fact that Zara shares
the link on the social media sites regarding their new collection which direct the consumers
towards their e-commerce page (Alalwan, et. al., 2017).
Zara takes use of Facebook for different type of operations. This can be understood by the
fact that Zara added more than million followers on their Facebook page. This made it one of
the most successful fashion retail brands having more than 26.4 million followers. It has
posted on Facebook for around 497 times having. More than 70% of their videos and photos
were accounted for just over 20% of the content. The major use of Facebook page was to