Challenges of Social Media Marketing in Australian Fashion Industry

This research proposal examines the challenges of social media marketing (SMM) within the Australian fashion industry. The introduction highlights the increasing importance of SMM in attracting consumers but also acknowledges the associated challenges. The literature review, drawing on sources like Obar and Wildman (2015), Lamberton and Stephen (2016), and Aral et al. (2013), explores issues such as product returns, measuring ROI, maintaining customer loyalty, and the creation of effective SMM strategies. The research problem focuses on the specific challenges SMM poses to the Australian fashion sector. The research question is: 'Are the challenges affecting social media marketing in the Australian fashion industry?' The proposal aims to analyze these challenges and their impact on the industry's growth and consumer engagement.

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Business Research method Research Proposal

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Contents
Introduction......................................................................................................................................3
Literature Review............................................................................................................................5
Research Problem............................................................................................................................7
Research question............................................................................................................................7
References........................................................................................................................................8

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Topic: Challenges involved with social media online marketing in the Australian Fashion
Industry
Introduction
The research topic related to the social media challenges and issues in the process of online
market in the Australian fashion industry. In the process of online marketing, the social media
aspect is one of the powerful processes in the business and to attract consumers. Customers are
more interactive marketing in the marketing of social media, which is more beneficial (Kotler, et
al., 2015). Nowadays, social media marketing is very famous among different organizations as
this marketing increasing the growth of organization rapidly. However, social media marketing
has several challenges that affect the overall fashion industry. There are several challenges need
to face the process of marketing in the Australian fashion (Tuten and Solomon, 2017). The
several social networking websites meant only for social media marketing and this increases the
customer attraction among the product and services. The growth of the organization related to
the fashion industry is increased but the organization needs to face several challenges in the
marketing process. By adopting the social media process, the organization can achieve immense
growth in the market and attain all the specific goals of the business (Rishika, et al., 2013).
However, the organization needs to face many challenges while adopting social media
marketing. The challenges affected the overall business of the fashion industry.
Due to the several challenges in social media marketing, the overall business organization is
affected and it creates many problems in the business. There are many issues occurred in the
marketing process done with the social media (Hofacker and Belanche, 2016). These challenges
can create many problems in the Australian fashion industry. The fashion industry all depends on
the marketing of social media because many customers can interact with social media and
marketing increases the growth of the organization. The fashion industry is more dependent on
social media. These challenges can affect the overall business industry and decrease the overall
growth of the business (Ashley and Tuten, 2015). This marketing approach attracts many
customers and increases the growth of the organization but the challenges can decrease the
growth of the organization. This marketing affects the growth of the organization as the
challenges can affect the marketing purpose. The connecting with the audiences is a great
challenge in the new era of social media and it affects the audiences on the personal level. In the

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new era of the fashion industry, social media bring great opportunities for the business but it
needs some planning. The marketing issues create many difficulties in the fashion and it
becomes bigger in the Australian population. The marketing done by social media is very
important for the business organization and it mainly affects the fashion industry of Australia.
The Australian fashion industry uses online marketing to promote their products in front of
customers. Nowadays there are many challenges occurred in the marketing purpose, which
decreases the process of marketing in the organization (Di Minin, et al, 2015). The challenges
affect the process of social media and decrease the number of customers. The growth of the
organization all depends on the number of customers and the customers get decreasing
continuously due to the challenges occurred in SMM.
This topic is chosen for the research because it is the latest problem in the market of the fashion
industry. The organization needs to do the proper marketing so hey adopt SMM, but it creates
many problems in the marketing and distracts the minds of the customers. The challenges
occurred in SMM affect the overall growth of the organization. This topic defines the proper
purpose of the marketing challenges in the fashion industry. As SMM effect due to the
challenges and main challenges are related to the target audience.
This topic is very interesting to research as it includes information regarding the current fashion
industry and their marketing purpose. The fashion industry is one of the biggest industry in
Australia and it includes many purposes to increase the growth of the industry. Marketing is one
of the important aspects that affect the growth of the organization. Many of the organizations use
SMM to attract the consumers but there are many challenges in SMM, so it is interesting to
research this topic. This topic gives various information regarding the marketing aspects used by
the fashion industry of Australia.
Literature Review
According to Obar and Wildman, (2015), SMM is the best marketing in promoting the goods and
services but at the same time, it has to face the major problem also. According to the author, the
biggest challenges, which the fashion industry of the Australian market faces, the size, color and

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issue of returning the product. Many people used to buy the product but later or they demand the
change. As per the author some customers even just buy the fashion things to just use them and
later on, they return it after using it, which is the biggest issue or the challenges found in the
fashion industry. Another challenge, which the fashion industry of Australia faces, is that they
cannot be able to measure the b return on investment as the market is changing constantly. The
competition is very high as per the author in the fashion industry so they need to be updated and
fast so that customers can buy from them. The challenges which the fashion industry faces is also
regarding the maintaining of the loyalty of the customers. Some products are not as effective as
they are shown online and they have some damages so to maintain the loyalty of the customers is
the biggest issue.
According to the author, the fashion industry is the fast upgrading market so in online marketing
the competition is also high as many social online sites are selling the same product with the
higher prices so they need to be updated and sell the product at the reasonable prices. As per the
author, the accompany offers get a discount to the customers so that they can purchase higher
products buy, later on, the company has to face the issues. In the online fashion, marketing the
description of the product is clear but still, some of the fashion sites face the problem of the
material description and due to this, many customers return the products.
According to Lamberton and Stephen,(2016), SMM is greatly affected by the challenges
occurred in the process of marketing. SMM is one of the better marketing processes that increase
the growth of the country. Nowadays, many challenges occurred in the marketing process of
social media so it continuously decreases the number of customers related to social media. The
several challenges affect SMM, which is an authentic connection with the audience. This is a
massive shift, which affects the effective social media in the business, and it is directly
connected with the audience. It is important to solve this challenge to increase the growth of the
business. The solution to this challenge is to connect with the audience. The other main
challenge relates with the creation of the SMM strategy, which is a very difficult task for the
business organizations; this process creates a great challenge for the business, as this strategy is
very difficult to create in the process of the marketing. To solve this challenge the organization
need to focus on three key points, which are that why the organization needs to be on social, how
we succeed in the marketing and the measurement of success. The SMM provides several

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benefits to the business but the challenges can affect the overall business and decrease the
growth of the business. These benefits can increase the business strategy and improve the
profitability of the business. Nowadays many challenges can occur in the process of SMM,
which affects the overall growth of the business. ,
According to Aral, et al., (2013), the Australian fashion industry is also affected due to the
challenges occurred in the social media online marketing. As per the information, it has been
analyzed that social media influences customer engagement. The research of the market
describes that the challenges decrease the overall growth of the organization. One of the most
important challenges is to create a SMM strategy within the business. SMM changes the
traditional way of marketing and creates a new process in the business which is more beneficial
for the business but the challenges increase the negative impacts of the SMM and it decreases the
number of customers of the fashion industry.

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Research Problem
The research problem of this research method is the challenges occurred in social media
marketing in the Australian Fashion industry. This problem needs to analyze in this process for
carrying out the research project.
Research question
The research question of this research proposal is:
Are the challenges affect social media marketing in the Australian fashion industry?

Research 8
References
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and
business transformation: a framework for research. Information Systems Research, 24(1), pp.3-
13.
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Di Minin, E., Tenkanen, H. and Toivonen, T., 2015. Prospects and challenges for social media
data in conservation science. Frontiers in Environmental Science, 3, p.63.
Hofacker, C.F. and Belanche, D., 2016. Eight social media challenges for marketing
managers. Spanish Journal of Marketing-ESIC, 20(2), pp.73-80.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Lamberton, C. and Stephen, A.T., 2016. A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), pp.146-172.
Obar, J.A. and Wildman, S.S., 2015. Social media definition and the governance challenge-an
introduction to the special issue. Obar, JA and Wildman, S.(2015). Social media definition and
the governance challenge: An introduction to the special issue. Telecommunications
policy, 39(9), pp.745-750.
Rishika, R., Kumar, A., Janakiraman, R. and Bezawada, R., 2013. The effect of customers' social
media participation on customer visit frequency and profitability: an empirical
investigation. Information systems research, 24(1), pp.108-127.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.