Analyzing Social Media Marketing Impact on Fashion SMEs

This report investigates the impact of social media marketing on small and medium-sized enterprises (SMEs) within the fashion industry, specifically in the context of India. The report begins by defining social media and its role in marketing, emphasizing its importance for brand awareness, custom...Read More

Social media Marketing
for small-medium
fashion retailers

Table of Contents
TITLE..............................................................................................................................................1
INTRODUCTION...........................................................................................................................1
Aim:........................................................................................................................................1
Objectives:..............................................................................................................................1
Research question:..................................................................................................................1
MAIN BODY...................................................................................................................................2
Meaning of social media........................................................................................................2
Role of social media in marketing..........................................................................................2
Impact of social media marketing on SME and fashion industry..........................................4
Research gap:..........................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

TITLE
“Impact of social media marketing on SME in context of Fashion Industry in India.”
INTRODUCTION
Social media is very essential for every business for increasing sales and profitability. In
retail industry, social media play important role for marketing of fashion brands for success of
overall fashion industry across the worldwide. In addition to that, there are many benefits of
social media presences for fashion sector such as enhancing brand awareness, larger conversion
rates, improve brand loyalty, brand authority and increase an advantage over competition of
company(Shaikh and et.al., 2016). Fashion sector utilize different channels of social media for
marketing of their products such as Facebook, Instagram, Pinterest etc. In order to that, fashion
industry follow social media platforms for knowing about customer preferences, demand,
requirement, reviews and feedbacks about their products. With the help of it, increasing sales and
profits of overall fashion industry. By social media marketing, companies are targeted audience,
access to new customers for selling of variety of products. This helps in develop trust towards
brand, make larger engagement with brand. Social media marketing is very important to improve
presences and increase brand awareness. Therefore, it is important to increase social media
presences by overall small medium business in the context of fashion industry.
Aim:
To analysis the impact of social media marketing on SME in context of Fashion Industry
in India.
Objectives:
 To analyses meaning of social media
 To interpret role of social media marketing.
 To explore meaning of SME and fashion industry.
 To determine impact of social media on SME
 To understand impact of social media in context of fashion industry.
Research question:
1. What is the meaning of social media?
2. What are role of social media marketing?
3. What is the meaning of SME and fashion industry?
4. How does impact of social media marketing on fashion industry?
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5. How does impact of social media on SME?
MAIN BODY
Meaning of social media
According to view of Tuten and Solomon, (2017) social media are interactive computer
mediated technologies that assist innovation and sharing of data, thoughts, career interest and
another kind of aspect through essential people and network. It is the joint of online interaction
channels devoted to people based input, communication, content sharing and cooperation. The
variety of developing stand-alone and built in social media services creates its challenging to
define them. Social media is getting an intrinsic portion of life online as social internet site and
usage multiply. This aid development of online social networks by connecting user's profile with
those of other groups.
As per the view of Ashley and Tuten, (2015) social media refers to website and
applications that are made to prevent community to share content rapidly, with efficiency and in
real time. It determines as apps on smartphone and started as interaction tool by computer. The
capability to share photos, opinion, events etc. in real time. This thought that social media are
determined simply by ability to community together that has been seen as wide. It is Web 2.0
Internet based utilization.
In addition to this Shaikh and et.al., (2016) stated that social media used in marketing. It
is usage of social media platforms and websites to encourage product and services. Social media
marketing is getting popular for both professional and investigators. Social media in marketing
helps in growing affordably of business. It is give to support to create system of following
comment, complaints of customers.
Role of social media in marketing
As per the view of Scuotto and et.al., (2017) social media play important role in
marketing in business in terms of interacting with people, consumers and possible peers. Social
media play role in marketing in different ways that involves growing business model of small
medium business. This helps in knowing about audience, easily reaching target, analysis the real
time performance of business. Social media in marketing helps in increasing brand awareness,
brand loyalty and improve search engine modification. This also enhance conversion rate and
increasing satisfaction of consumers. Social media in marketing play role in terms of getting the
information about competition, rivals prices and products.
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While Scuotto and et.al., (2017) explained that social media in marketing is the important
key of customers services and easily promoting of product and services. This helps in selling of
products, increasing profits and improving the brand awareness towards customers. This aids in
getting information about customer demand, needs, taste and preferences in the marketplace.
Social media also helps in advertising in terms of allowing the target and retarget the audiences.
It is important to make effective social media marketing strategy that helps in increasing
competition.
According to view of Shaikh and et.al., (2016) social media is the most important for
marketing and advertising of product and services. It plays role in knowing about customer
personally by business, getting their views and feedbacks towards good and services. This assists
in determining inspiration for marketing campaigns and attain result of business. Social media in
marketing play role as low cost tool that are utilized to pool technology and social
communication with use of words. Social media in marketing helps in business growth and
development. This assists in increasing authentic engagement. It includes various platforms such
as Facebook, Instagram, Twitter etc. that build relationship with the audience.
According to view of Godey and et.al., (2016) social media marketing is very essential
for business. It is important to know target audience and build community. This helps in improve
reputation and building relationship with customers. Social media marketing is important to
enhance brand identification, create more opportunities to change over, improve brand loyalty
and decrement marketing costs, large experience of consumers. It is important to high conversion
rate in few distinct ways. Social media marketing is increasing brand authority by regularly
communicating with consumers. This show of good belief for other community. With social
media, increase inbound traffic of business.
In addition to this Scuotto and et.al., (2017) stated social media marketing is the most
effective strategy that used by business as decision tool of marketing of product and services. It
is the best mode to acquire relevant traffic from search engines. Social media also provide
possibility to increase precious data about interest of customer and their behaviour through social
listening. Businesses are used different websites such as Facebook, Instagram, Twitter, Pinterest
etc. It is important to increase marketplace awareness by connecting with customer on daily
basis. Social media marketing is essential to enhance healthier consumer satisfaction.
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As per the view of Shaikh and et.al., (2016) social media marketing is the most effective
mode to communicate with consumers. With the help of it, businesses are more engaged with
community. Social media marketing is cost effective as an advertising strategy. This helps in
attaining larger return on investment and keep higher budget for other marketing and business
payments. It is important to reach millions of consumers across world(Schmid, 2018). This
assists in displaying credibility and give support to companies. It is given support for making
system for tracking comments, complaint of consumers towards product and services. It is also
important in terms of growing affordably of business.
Impact of social media marketing on SME and fashion industry
As per the view of Ngai, Tao and Moon, (2015) fashion is popular style specially in
fabric, footwear, accessories etc. Fashion industry multi-billion-Dollar international company
dedicated to the business of creating and selling of clothing. Fashion is determined as style of
clothing and accessories attrited at any provide time by groups of persons. Fashion industry
include design, fabrication, merchandising, retailing, advert and encourage of all kind of clothes
from the most reserved and high-prices sewing. This industry is good of the modern-day age. By
starting of 20th century with the increase of new practical applications such as stitching machine,
increase international capitalist economy and growth of factory system of manufacture.
In addition to this Godey and et.al., (2016) stated the growth of retail outlets such as
division store clothing had increasing come to collective make in standard sizes and sale at fixed
prices. The fashion industry comprise four levels that involves production of raw material,
primarily fibres and textiles but also leather and fur.
According to view of Shaikh and et.al., (2016) small and medium businesses (SME) are
enterprises whose force numbers fall below certain limits. SMEs are essential for economic and
social cause provided sector role in occupation. They are decided by number of workers and
they have revenue. SMEs are non-subsidiary companies which state fewer than number of
workers. This number change across the nations. The size of business ca be classified based on
number of workers, annual sales or any collection of these. SMEs responsible for increasing
invention and competition in many economical aspect. In developing nations, small and casual
companies have big share than in developed nations. It is accessible term for segmenting
businesses and other company that are somewhere among small office size and big firm. SMEs
are very essential to invention and development of economy of nation.
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As per the view of Hernández García, (2017) social media marketing has impacted in
terms of changing in relationship between brand and consumers. It is effected on business
growth and execution of business and marketplace. The social media marketing has impacted
positively in terms of benefits in business and market development. It is beneficial for increase
brand identification and thoughts leadership. Impact of social media marketing in terms of
enhancing trust through leveraged quality and increasing brand views. It is beneficial to increase
competitive advantage in cold transformation by people. The impact of social media marketing
on business in relation to increase sales and gain profit.
In addition to this Godey and et.al., (2016) stated social media marketing is impacted
negatively on business growth and performance. It is difficult to measure return on investment
on social media marketing by business. It is hard to control and monitor social media activities in
daily basis in relation to represent brand image of business. If any of error is happened in social
media, so that it is hard to assess this mistake and rectify it. This negatively impact on marketing
of business. Some time consumers are given negative comments and reviews about product and
services that also harmful for business as well as marketing of products.
According to view of Ashley and Tuten, (2015) social media marketing is effected on
fashion industry. Utilization of social media in fashion industry that has changed average
consumers and communicating with people on daily basis with fashion designer and high-end
clothing, footwear and accessory companies. Overall fashion industry utilize social media for
increasing more influencers, brand as well as customer engagement. This helps in fashion sector
in access to content by consumers, promote sales and easy transaction by traditional print media.
On social media, customers are giving comments, reviews, feedbacks and likes on fashion
product and services. Many of fashion brands utilize social media with advanced mode to market
to their people for increasing sales of business. Social media and determiner have emphatically
modified fashion world. Social media comparatively simple to locate consumers and reach them
in the target marketplace.
While Kodippili and et.al., (2016) explained that social media negatively effects on
fashion industry. It is bad for turning out brand awareness into brand permeation and happen
number of mistakes. Social media have impacted on physical stores as well as there are many
regional conflicts arising of pricing of product. Channel operations of social media brings
negative effects physical stores(4 Ways Social Media is Bad for Your Fashion Business, 2018).
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There are numbers of brands have found their official accounts on social media. By large
comparability of product from different brand that will be damaged loyalty of consumers. It has
devised enhancing of expectations of channel conflicts. According to view of Ngai, Tao and
Moon, (2015). It is shivery to think that consumers has power to add negative shock on brand in
very public mode. Negative comment, likes, views and feedbacks that effects on sales, profits,
growth and performance of business. Decreasing online presences on social media that
negatively on overall growth and success of fashion industry.
As per the view of Sarulatha and Sasirekha, (2017)social media has impacted on small
medium business in both ways positively and negatively manner. Social media is very useful for
small business by encourage brand, enhance sales and reduce costs. With the help of it, small
businesses are easily targeting audience and promoting product as well as services. Small
business follow social media for promoting product by creating innovative and generating ideas
for facing competition in the market. Social media presences is beneficial for generating ideas of
crowd sources while launching product and services. It is to give chances to small-medium sized
business to accomplish visibility by clear and useful communicate to position in mind of
customers as well as accomplishing distinction from diverse scope of challengers.
In addition to this Ramanathan, Subramanian and Parrott, (2017) stated social media
provide possibility to connect directly with every customers that includes listening to their needs
and feedbacks endlessly. This also enables every brand to better gradually getting closer to its
client and better possible consumers or make alliances of interest. The impact on small medium
business in positively in relation to make nearness that help in increase sales and enhancing
buying power of consumers. SMEs decrease cost in relation to marketing strategy, marketing
study and hiring staff by social networking sites such as LinkedIn.
According to view of Sarulatha and Sasirekha, (2017) social media marketing allow firms
to accomplish better perceptive of requirement and need of consumer in relation to build
impressive relations. This gives small-medium businesses with aggregate chances to build near
and more profitable relations with consumers. SMEs utilize social media for customer acquiring
and retentiveness. They have utilized social media for integrated specific features in terms of
promote member participants. In addition to this Ashley and Tuten, (2015) stated that social
media marketing utilise by SMEs for increasing sales revenues and enhancing brand trust. The
impact on social media in relation to increase brand awareness and know about customer closely.
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Due to larger flexibility and higher requirement to incorporate marketing interaction costs while
small enterprises are more suitable to use social media marketing. By this way, small-medium
enterprises increasing capabilities and achieving objectives of the business.
While Kodippili and et.al., (2016) explained that negative impact of social media
marketing on small-medium businesses. Social media strategy not having clear marketing that
result reduce advantages of business. If the companies are required additional resources to
manage online presences by small-medium enterprises. Social media is direct and needs
monitoring on daily basis. If SMEs do not manage their presences on online, so that they do not
see any real benefits. As per the view of Hernández García, (2017) there are many risks for
business that includes unwanted or improper behaviour on site which also includes bullying and
harassment. There is larger online exposure that has possible to attract risks. This involves
negative feedback, data, leaks and hacking.
According to view of Ashley and Tuten, (2015) social media effects negatively in relation
to that there are much misleading information spread of small-medium enterprises. This impact
on reputation and profitability of business. It is to release confidential information about
customers and its business activity by enterprises. This desolation the competitive advantages of
business. In addition to this Sarulatha and Sasirekha, (2017) social media impacted on small
enterprises in terms of hacking that destroyed overall business. Confidential information
disseminated to public that turn impact reputation and competitive advantage.
As per the view of Hernández García, (2017) social media marketing is more beneficial
for small-medium enterprises such as creating chances to increase sales, profits and generating
revenues. With the help of it, small businesses increasing brand awareness and loyalty in front of
customers. This assists in enhance promote of product and services of business. The positive
impact of social media in relation to success of small-medium business in the context of fashion
industry. This aids in growth and development of small business in fashion sector. This also
helps in competitive advantages in fashion industry in India.
Research gap:
 In this research, using irrelevant sources for analyzing impacts on social media.
 In this study, taking information from Wikipedia.
 There is no authenticity of information which are utilizing in this study.
CONCLUSION
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This report has summarised that meaning and role of social media in marketing. In order
to that, social media are interactional computer mediated technologies that assist innovation and
sharing of data, thoughts, career interest and another kind of aspect through essential people and
network. Social media in marketing assists in exploding brand awareness, brand loyalty and
change search engine modification. This also raise conversion rate and increasing satisfaction of
consumers. It can be concluded that meaning of fashion industry and SME as well as importance
of social media marketing. In addition to that, social media in marketing is the important key of
customers services and easily promoting of product and services. This helps in selling of
products, increasing profits and improving the brand awareness towards customers. Fashion
industry include design, fabrication, merchandising, retailing, advert and encourage of all kind of
clothes from the most reserved and high-prices sewing. This industry is good of the modern-day
age. Furthermore, report has completed that importance of social media marketing and impact of
social media marketing on SME and fashion industry. It can be concluded that positive and
negative impacts of social media marketing on small-medium enterprises. In relation to that,
increasing brand awareness and loyalty of business that effects positively on enterprises. Raising
risk and spreading misleading information that affects negatively on business.
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REFERENCES
Books and Journals
Agnihotri, R. and et.al., 2017. Examining the role of sales-based CRM technology and social
media use on post-sale service behaviors in India. Journal of Business Research. 81.
pp.144-154.
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.
Godey, B. and et.al., 2016. Social media marketing efforts of luxury brands: Influence on brand
equity and consumer behavior. Journal of business research. 69(12). pp.5833-5841.
Hernández García, Á., 2017. The long journey of social media marketing in the fashion industry. From companies'
strategies to consumer responses.
Kodippili, G. and et.al., 2016. The Influence of Social Media Marketing on Customer Loyalty towards Clothing
Stores.
Ngai, E. W., Tao, S. S. and Moon, K. K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management. 35(1). pp.33-
44.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management. 37(1). pp.105-123.
Sarulatha, M. N. and Sasirekha, V., 2017. A Study on the Role of Social Media Networks for
Online Retailers with Special Reference to Fashion Industry in India. MIM international
Journal of Management Research, p.85.
Scuotto, V. and et.al., 2017. The performance implications of leveraging internal innovation
through social media networks: An empirical verification of the smart fashion
industry. Technological Forecasting and Social Change. 120. pp.184-194.
Shaikh, N. and et.al., 2016. Social media marketing. International Research Journal of
Engineering and Technology. 3(6). pp.870-872.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
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Online
4 Ways Social Media is Bad for Your Fashion Business. 2018. [ONLINE]. Available through. :
<https://startupfashion.com/social-media-is-bad/>.
Schmid, V., 2018. Social Media Is Important for Business Marketing. [ONLINE]. Available
through. : <https://marketinginsidergroup.com/content-marketing/why-social-media-is-
important-for-business-marketing/>.
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