Gaining Competitive Advantage Through Social Media: An Investigation

This dissertation investigates how business organizations can gain a competitive advantage through social media, focusing on ASOS within the fashion industry. It explores the role of social media in customer interaction, its impact on business, and reasons for its increasing efficacy. The research employs qualitative and quantitative methodologies, including literature reviews, questionnaires, and interviews, to collect and analyze data. Key findings highlight the importance of engaging with the audience, improving communication, sharing feedback, and posting product visuals on social media platforms. The dissertation concludes that social media significantly contributes to competitive advantages, recommending that ASOS provide accurate product data on platforms like Facebook and Instagram. This research aims to provide insights into leveraging social media for business success, enhancing data collection, and decision-making skills.