Customer Experience Analysis & Social Media Marketing in Fashion

This report delves into the transformative impact of social media on the fashion industry, particularly focusing on customer experience and mobile application marketing. The study, based on secondary data, explores the shift from traditional media to digital platforms like Facebook, Twitter, and Instagram, highlighting their influence on consumer preferences and brand engagement. It examines how social media acts as a catalyst between consumer satisfaction and fashion trends, emphasizing the importance of companies leveraging these platforms to reach target audiences and stimulate brand loyalty. The report also offers recommendations for fashion companies to enhance their strategies based on customer feedback, focusing on the crucial role of mobile apps in connecting with consumers and driving sales. Furthermore, the research investigates fashion blogging and the integration of social media, demonstrating its role in democratizing the industry and enabling consumers to stay connected with global fashion trends. The report concludes with an overview of the research methodology, data analysis, findings, limitations, and scope for future research.

Running head: CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA
MARKETING FOR MOBILE APPLICATION IN FASHION INDUSTRY
Customer Experience Analysis and Social Media Marketing for Mobile Application in Fashion
Industry
Name of Student:
Name of University:
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CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKETING FOR
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Abstract:
Over the last few years, social media has abruptly transformed the consume content of the people
in fashion industry. The enormous infusion of social media in terms of Twitter, e-commerce
websites and applications are observed within younger generation. People are getting trendy with
“Facebook”, “Twitter” and “Instagram” these days. Hence, people are less interested in
advertisements in press media or electric media. These days, people are eager to review products
online. Different kinds of social media managed by everyday people are providing customers an
inside approach into fashion products only. The research is an exploratory research based on
secondary data. The relationship of social media and fashion preferences is a fact of finding. The
social media acts as catalyst between the preferences and satisfaction of the consumers and the
current fashion trends. It is also a crucial aspect that the companies engage in social media to be
ensure that the fashion products are reaching to the focused consumer group and also stimulating
their preferences towards the fashion brands. This current study deduces the crucial outcomes
about its benefits and effectiveness to the consumers. Not only that, it is also recommended that
several fashion companies and brands require enhancements on the basis of customer survey.
The social media platforms projects awareness of the customers and their satisfaction level
associated to the easy mobile applications that support the companies directly to link with the
consumers. Advertisements and achievements are found to be most significant connector of the
consumers. In toto, this research analysis with the support of secondary data concentrates on
fashion blogging and social media incorporation within fashion industry. It also helped that how
the transformation supported the elitist industry into a consumer-friendly industry. Social media
permits us to become more sophisticated and style savvy with the help of social media in our
daily life. The fashion is these days transcending across the all strata of the industry. The fashion
sense 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” and
other Android phones.

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Acknowledge:
The research project has placed a crucial portion for exploring the practical work for learning in
details apart from the theoretical study. Therefore, such kind of project work is valuable for us
about 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 research
project as well as providing required information regarding the project. Without their helping
hands, 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.

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Table of Contents
1. Introduction:................................................................................................................................5
1.1 Background of the study........................................................................................................5
1.2 Problem Statement.................................................................................................................7
1.3 Research Aims and Objectives..............................................................................................8
1.4 Research Question:................................................................................................................8
1.5 Research Hypothesis:.............................................................................................................8
1.6 Rationale of the Study...........................................................................................................8
2. Literature review:.........................................................................................................................9
2.1 Control of social media in the fashion industry.....................................................................9
2.2 Benefits of tools of the social media over the designers, publishers and consumers (Social
Capital Theory)..........................................................................................................................10
2.3 Popularity and effectiveness of various social media outlets..............................................14
2.4 The development of the outlets of the social media and the corresponding developments in
the profession of the public relations.........................................................................................15
2.5 Summary of the literature....................................................................................................15
3. Research Methodology:.............................................................................................................15
3.1 Introduction..........................................................................................................................15
3.2 Choice of methodology........................................................................................................16
3.3 Research Approach..............................................................................................................16
3.4 Research Design..................................................................................................................16
3.5 Sample Size.........................................................................................................................16
3.6 Data Collection Process.......................................................................................................16
3.7. Secondary Data...................................................................................................................17
3.8 Ethical Consideration...........................................................................................................17

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4. Data Analysis:............................................................................................................................17
4.1. Secondary Analysis:...........................................................................................................18
4.2 Findings:..............................................................................................................................26
4.3 Reliability and validity of the dataset:.................................................................................28
5. Conclusion:................................................................................................................................28
5.1 Conclusion:..........................................................................................................................28
5.2 Recommendations:..............................................................................................................30
5.3 Research limitations:...........................................................................................................30
5.4 Scope of Future Research:...................................................................................................31
6. Time scale of Research:.............................................................................................................31
7. References:................................................................................................................................32

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1. Introduction:
Social media through advent of smartphones has made the information higher than it was
previously (Agnihotri et al., 2016). Customers are frequently asking to follow social companies
such as “Facebook”, “Twitter”, “LinkedIn” and “Instagram”. Consumers are being connected
with brands, more knowledgeable product selections as well as buyer-seller relevance. From the
perspective of strength of sales, it could be asserted that social media must be an inseparable
segment repertoire of an industry. It could permit salesperson to engage with consumers and
construct social capital that would inspire consumers to communicate, involve and establish
association with them.
Social media have direct and indirect implication on customer loyalty and satisfaction.
Generally, with increased communication and interaction, an enhance in “Buyer-seller
collaboration” and “Co-creation” is observed (Guesalaga, 2016). Competence of Organization
and assurance with “Social media” are vital determining factor of “Social media” that estimates
sales and trades of social media. The organizational commitment and competence are the key
factors to enhance the brand value of any product (Verhoef et al., 2015). There has been a rise in
the interest in the use of online marketing and even in the social media and therefore it is seen
that various kind of new mobile applications are being developed that is useful for the rise in
sales for the products and services. The internet users can make use of these applications in order
to participate in conversations that are online and accordingly search for individuals who have
similar interests. Ashley, & Tuten (2015) in their research addressed the fact that there has been
considerable rise in the level of researches and studies that are related to the use of “Social
media”, which has an impression on the experiences of the customers and their satisfaction with
respect 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 the
customers with the utilisation of the “Social media” and mobile applications in the fashion
industry has primarily been due to the individual interest on this topic. In several researches that
have been undertaken, it is seen that the consumers have faced several kinds of issues in relation
to the purchasing products and services and accordingly interacting with the companies (Nadeem
et al., 2015). In this manner, the consumers have been looking for a better mode of making

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transactions and interacting with the businesses and therefore have searched online platforms
with 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 social
media, the conventional media that was existent earlier has lost its popularity in the current time
period. Hence, a lack of reassurance about the two-way communication process among the
fashion products and the consumers have been found to be noticeable. Therefore, several issues
can be created among the consumers in accordance to having knowledge pattern and the trend
that is existent in the fashion industry. It is therefore due to this factor that focus on the fashion
industry has increased in the current time period. Earlier, most of the clothing was manufactured
either from home or with the assistance of the tailors. However, with the advent of time, there
have been changes in the tastes and preferences of the consumers and accordingly there has been
a change in the demands from the customers as well (Kumar et al., 2016). In this manner, the
fashion industry all over the globe have been developing and accordingly for meeting the
demands of the consumers. The development of the fashion industry has again been because of
the development of innovative technologies and tools in the information technology sector and it
is 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 social
websites. The social media websites have acted as an online shopping platform where the sellers
have been looking to tract their customers who are interacting in social media. Gürhan-Canli et
al., (2016) addressed that development of the science and technologies have led to the
development of mobile applications and mobile applications have been mainly used in the
fashion industry in order to increase their level of sales.
Bigne et al., (2018) cited that social media explains the blend of three aspects and they
have been user communities, user content and web technologies. The fashion companies have
been 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 assists
the bloggers and the decision makers to create an impact on the of “Decision-making” process
among the consumers and thereby all the companies that are within the fashion industry has
equivalent source of branding their themselves and increase their market share with the help of
the rise in sales.

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Schivinski, & Dabrowski (2016) addressed that the experiences of the consumers have a
significant role to play in the rise in the level of sales for a company. In this manner, it has been
viewed that the satisfaction and the level of experience among the customers with respite to
social media and the use of mobile applications determine the extent of sales that the company
are able to experience. The consumers in the current time period are looking for better and
innovative services and the use of the mobile apps motivates them to make their purchases in a
better way because of the fact that unlike the conventional mode of purchase, the consumers can
purchase any fashion product with the help of the app from any location and even get to choose
from a variety of items. The product they purchase gets delivered to their location and thereby
they get to save their time. However, Xiang et al., (2015) discovered that there are several
negative impacts as well, which may have an impact on the customers and may induce them
from 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 brands
and popularity of the designers who are associated with the fashion industry while giving out a
contribution with respect to the interaction among the companies and the customers. Even
though the industry has been developing but it still does not comprise of the standards that are
industry based with respect to the success and the utilisation of the social media equipment like
Twitter, Facebook etc. The social media platform is beneficial for the fashion industry in order to
gather feedback and thereby leads to transparency (Blázquez, 2014).
The role of “Social media” in the fashion industry has led to significant amount of
feedbacks and opinions where suggestions have been provided with respect to collections and the
styles that would be constructed in order to make the designer and their products popular in the
market. However, the observations indicate that social media especially the use of mobile
applications have not yet been very much effective as most of the companies of the fashion
industry are not able to make use of the applications in an effective manner as there are
unavailability 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 of
experiences and therefore assessment of the same is required in order to have an understanding
of the effectiveness of the usage of “Social media” and “Mobile applications” in the “Fashion
industry”.

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1.3 Research Aims and Objectives
The aim of the research has been to discover the fact that fashion industry has restructure
after the use of the mobile applications. The aim even looks to have an idea of how the customer
experiences on social media and mobile apps have been influential for the development of the
fashion industry as well as the experiences of the customers.
The research objectives that is related to this paper are as follows:
 To assess the experiences of the customers with respect to the social media and
development of mobile apps on fashion industry
 To verify the impact of “Social media marketing” and “Customer relationship”
 To examine impact of customer relationships with respect to the purchase intentions
1.4 Research Question:
The key question of the research is:
“Is there any statistical significance between Customer Satisfaction and Social Media Marketing
with the help of Mobile application in case of Fashion industry?”
1.5 Research Hypothesis:
The hypothesis is the presumed assertion that is generated for showing queries created by
research aims and research questions. The considered research hypothesis is:
Null hypothesis (H0): There exists a linear statistical significance between Customer Satisfaction
and Social Media Marketing.
Alternative hypothesis (HA): There does not exist a linear statistical significance between
Customer Satisfaction and Social Media Marketing.
1.6 Rationale of the Study
The topic that has been considered in this paper has the intention of discovering the
process using “Social media” and “Mobile applications” according to the experiences of the
customers in the fashion industry. In the current time period, there has been several researches
that have been undertaken on this topic as numerous issues have been identified on this topic.
The demand for online marketing has been developing from the last decade and accordingly new
and improved technologies and tools are being introduced, that assists in the development of
online marketing especially in the “Fashion industry” (Zhang et al., 2017). The development of
the mobile applications has incorporated several transformations in the market and even in the

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mindset of the customers. Therefore, the analysis on this topic would be helpful in creating an
actual understanding of the experiences of the customers in accordance to these developments
and whether these developments are a boon for them or a loss.
2. Literature review:
The research report highlights the social media applications with two-way commination
abilities that results theoretical and practical implications (Go & You, 2016). According to
Nadeem et al. (2015), customers gradually search for products purchase via “Social media and
websites” that is affecting level of faith, attitudes towards “Online retailing” and “Online
shopping” behaviours. Hence, the study highlights on the “Online shopping” and retailing via
social websites that enhanced “Website service quality” affecting trust of the consumer, “Loyalty
attitudes” and “E-tailing”.
The process of “Social media” process in the “Fashion industry” constitutes of the specific
factors with respect to the conventional process of marketing. For having an “Understanding of
the experiences” of the customers and their intentions regarding the purchase, there are several
factors that may have a positive impact on the extent of intimacy. The companies that are
functioning in the fashion industry therefore tries to incorporate the entertainment component
within the activities that are undertaken in the social media and laying some stress on these
factors can lead to the development of the customer relationship and the purchase intention of the
customers.
The traditional brands in the current time period have understood the essentiality of the
development of mobile applications (Parker, & Wang 2016). The fashion companies therefore
need to be initiate several actions and needs to discover suitable processes in order to incorporate
the customer-based applications with respect to the distinctiveness that needs to be developed.
2.1 Control of “Social media” in the “Fashion industry”
The revolutions that have taken place in the social media with respect to the fashion
industry creates used created context in order to develop the interactions among the brands,
designers and their customers. The development of social media has led to extensive impacts in
the fashion industry and has expressed how it has been able to generate a stable dialogue and the
instant feedback to the customers. Ramanathan et al., (2017) explained that the customers are the

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active value generators and focuses in social networking and therefore are no longer submissive
receivers of the messages received from the market. It is due to this factor, that there has been a
change in the balance and therefore developments in the online social media sites and company
based mobile applications.
The explanation of the power in the fashion industry in the current time period is
correlated to the impact that these factors have on the customers and the critics have just
explained that opposition has been made in the selling of the products and their advertising. One
of the most significant impact has been that it leads to the creation of brand and thereby
development in consumer feedback and their opinions. Lemon, & Verhoef (2017) addresses that
this has been the aspect many other researchers have looked upon to be the most important when
explaining a new potential for establishment. The most reputed fashion products are-
 Cosmetics
 Costume Jewellery
 Casual footwear
 Casual clothing
 Fashionistas
 Social shopper.
Hansen, & Sia (2015) explains that social media establishes a marketing promise, which
is essential for a business and it has an effective potential for being a customer service medium
for the retailers. The reaction that is seen immediately and the explanations that social media
permits and encourages leads to a trust development relationship among the fashion designers
and the customers. This online networking is helping the global economy to be an unprecedented
extent to access the fashion professionals.
2.2 Benefits of tools of the social media over the designers, publishers and consumers
(Social Capital Theory)
According to Pagani, & Malacarne (2017), the incorporation internet in the process of
marketing is not expensive, delivers immediate reach to the international level, offers a great
amount of time suggestions and reaches out to the several customers who use web to be the
centre of the all kinds of communications. Social media is a process with the help of which the
fashion designers and the publications can undertake discussions in order to understand in a
better way regarding the concerns and the desires of their customers. By making utilisation of the

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“Social media” as a tool, it is seen to be an efficient marketing strategy and therefore fashion
industry can reveal the examination of the pattern and the inspiration of the customers. The
social media websites provide the power to the fashion designers with the capability to capitalise
and recognise the factors that are demanding and the increasing in the patterns that can make all
the differences to a brand of fashion and even on the margin of the retailers.
Figure 1: The Micro environment of the company
(Source: The microenvironment of the company)
According to Carter, & Yeo (2016), the most active websites of the social media have
assisted in creating better access among the fashion brands and the customers thereby making the
fashion brands look to be more open and transparent. Due to the popular responses of the
customers in the favour of the transparency of the organizations, the social networking websites
can definitely lead to rise in the trust among the customers. From the view point of the public
reactions, the advantages of the “Social media” usage in the “Fashion industry” initiates from the
enhanced relationship among the designers and the customers. Hew et al., (2016) discovered that
the professionals related to public relations have had an idea that social media establishes a
platform for an open discussion with the public that leads to better interactions and
communications and thereby increased the topics that have been unexpected that assists in the
improvements of the relationships.
The development in the popularity of the “Social media” has been addressed by the social
capital theory explains that the average of the real and the latent resources that are connected to
the ownership of a network that is durable of greater or less better associations of the common
identification and acquaintance. Social capital concentrates on the optimisms with regards to