scholarly journals Social Media Marketing in the Sales Volume Prediction for the Lolita Fashion Brand

2021 ◽  
Author(s):  
Ton Chaing ◽  
Hsin Rau ◽  
Jung Wei Shiang ◽  
Luen Jon Chiang
Keyword(s):  
Social Media ◽  
Prediction Models ◽  
Social Media Marketing ◽  
Sales Volume ◽  
Fashion Industry ◽  
Fashion Products ◽  
Sales Prediction ◽  
Marketing Data ◽  
Media Platform ◽  
The Impact

Despite extensively investigating the impact of social media on fashion products’ marketing, little evidence is available on how the platforms influence sales prediction. Focusing on Lolita fashion, this study investigates the impact of social media marketing on the sales volume prediction of fashion products. Essentially, we analyzed marketing data, including comments, likes, and shares from the Weibo social platform, to forecast future sales, examine how to enhance profit performance, and make production decisions. Using a quantitative approach, we tested three different prediction models, including multiple regression, decision tree, and XGBoost. The results revealed that increasing comments and decreasing the number of likes could significantly improve the sales volumes of Lolita products. In contrast, shares exerted a less significant impact on sales. Regarding prediction models, XGBoost was found to be the best method. In the fashion industry, social media is a useful tool for forecasting market trend. A limitation of this study is that only one social media platform was used to extract data, which might limit the generalization of the findings.

scholarly journals Do Social Media Impact Consumer Buying Decisions in the Fashion Industry during the COVID-19 Pandemic?

2021 ◽  
Vol 11 (4) ◽  
Author(s):  
SMBL Suraweera ◽  
WGJM Jayathilake
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Data Interpretation ◽  
Mean Value ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
Fashion Industry ◽  
Purchasing Decisions ◽  
The Impact ◽  
Buying Decisions

Impact on consumer shopping behavior ramped up despite the fluctuations in the pandemic and lockdown in the past year due to of the social media. Because the advent of social media has changed the globe and the whole way it operates, putting the society and its peoples closer together even as a means of boosting customer assets through powerful communication during this challenging period. The purpose of this study is to define the characteristics of social media marketing factors and to examine the impact of those perceived factors upon customer purchasing decisions, given the immense concern in using social media marketing among fashion brands during the period of covid-19 pandemic. This research primarily fixated on five variables in social media, such as entertainment, interactions, trendiness, customization and word of mouth effect on the consumer purchasing decisions. A deductive methodology was taken, and 100 questionnaires, via the Google online form, were circulated to gather data. For data interpretation using SPSS, descriptive and inferential statistics were used such as mean value, standard deviation and correlation and regression analysis. The study of the data shows that social media-marketing factors like entertainment, communications, trends, customizing and word of mouth influence customer buying decisions, and that these factors have a positive relation with consumer purchase decisions. These results also revealed that women and individuals aged twenty-five to thirty-four years of age are more inclined to buy fashion-related products during this pandemic situation and suggested to develop marketing tools targeted at this particular category. Further, the results of this study will help fashion companies more specifically forecast the purchasing habits of their customers and control their investments and marketing efforts in this challenging period.

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽  
2021 ◽  
Vol 2 (3) ◽  
pp. 163-180
Author(s):  
Dwi Mandasari Rahayu
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Consumer Response ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Brand Trust ◽  
Study Results ◽  
Brand Involvement ◽  
The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

scholarly journals Blurred reputations: Managing professional and private information online

2018 ◽  
Vol 52 (1) ◽  
pp. 16-26 ◽  
Author(s):  
Frances V.C. Ryan ◽  
Peter Cruickshank ◽  
Hazel Hall ◽  
Alistair Lawson
Keyword(s):  
Social Media ◽  
Private Information ◽  
Information Seeking ◽  
Information Science ◽  
Private Lives ◽  
Professional Reputation ◽  
Media Platform ◽  
Everyday Life Information Seeking ◽  
The Impact ◽  
Reputation Building

Results are reported from a study that investigated patterns of information behaviour and use as related to personal reputation building and management in online environments. An everyday life information seeking (ELIS) perspective was adopted. Data were collected by diary and interview from 45 social media users who hold professional and managerial work roles, and who are users of Twitter, Facebook and/or LinkedIn. These data were first transcribed, then coded with NVivo10 according to themes identified from a preliminary literature review, with further codes added as they emerged from the content of the participant diaries and interviews. The main findings reveal that the portrayal of different personas online contributes to the presentation (but not the creation) of identity, that information-sharing practices for reputation building and management vary according to social media platform, and that the management of online connections and censorship are important to the protection of reputation. The maintenance of professional reputation is more important than private reputation to these users. They are aware of the ‘blur’ between professional and private lives in online contexts, and the influence that it bears on efforts to manage an environment where LinkedIn is most the useful of the three sites considered, and Facebook the most risky. With its novel focus on the ‘whole self’, this work extends understandings of the impact of information on the building and management of reputation from an information science perspective.

scholarly journals How Social Media users’ Drive Influences Purchase Intention in Indian Fashion Industry

2020 ◽  
Vol 8 (6) ◽  
pp. 5153-5160
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Research Study ◽  
Popular Media ◽  
Social Media Marketing ◽  
Special Focus ◽  
Fashion Industry ◽  
Online Purchase ◽  
Convenience Sampling ◽  
Online Buying

Social media is very popular media in glob for communication as well as transaction for millions of people. As social media is widely and effectively use for commercial, marketers have also emphasized on utilization of social media like YouTube, Facebook, Instagram, Blogs for promoting their products as well as services. However, instead of having wide utilization of social media for promotion, Indian marketers don’t have concrete idea on users’ attitudes towards SMM (social media marketing) and influence of social media advertisement. Moreover, few researches have been carried out in this regards. There is a gap of understanding on social media user’s drive that affect their attitudes and intension of purchase of products in the sense of SMM and social media advertisement with special focus. The reason behind carrying out this research is to focus on influence of social media users’ drive on the intentions of online purchase in the context of SMM in the fashion business of India. In addition, it examines affection of social media advertisement on online buying intension. Data was congregated from 414 respondents through convenience sampling from the major cities of Gujarat and defined premises were measured with multiple regression method. The outcomes revealed that functional drive, entertainment drive and social media use have significant influence on social media user’s attitudes towards social media marketing. Further, results also revealed that there is influence of attitude towards SMM and social media advertisement on intension of online purchase by social media users. The results of the research study would be used by Industry in taking decisions regarding social media strategies. Markers in Industry would know attitude of users towards social media better and perform well as far as social media marketing is concern. Finally, theoretical and functional suggestions are also mentioned. The research study ends up with some shortcomings and direction for further study in discussed area.

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

scholarly journals Social media marketing and business competitiveness: evidence from South African tourism SMMEs

2017 ◽  
Vol 15 (2) ◽  
pp. 411-423 ◽  
Author(s):  
Patient Rambe
Keyword(s):  
Social Media ◽  
South African ◽  
Tourism Industry ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Competitive Strategies ◽  
Media Technologies ◽  
Business Competitiveness ◽  
Medium Enterprises ◽  
The Impact

The increasing prominence of social media marketing in advancing the global reach and visibility of products and services is ideal for the South African tourism industry, which depends on local and international visitors for leveraging its business activities and competitiveness. However, what remains under-explored in tourism literature is the depth of integration of social media marketing into the competitive strategies of emerging tourism small, micro and medium enterprises (SMMEs). To address this grey area, this study explored the extent to which tourism SMMEs utilize social media technologies (SMTs) to extend their market share and the implications thereof for the competitiveness of their business operations. Drawing on a quantitative approach, a survey was conducted on 234 tourism SMMEs’ owner/managers in the Free State province of South Africa to establish the impact of social media marketing on the competitiveness of their businesses. Evidence suggests that tourism SMMEs employed social media marketing predominantly for online marketing of their products/services, promoting their products/services, attracting existing customers, and sometimes, for integrating it into their marketing strategies. Results of correlation analysis revealed that social media marketing is positively and significantly related to the competitiveness of tourism SMMEs. The recommendations for leveraging the integration of social media marketing into the competitive strategy of the small business are provided.

scholarly journals Relationship Between Brand Engagement and Social Media Marketing

2019 ◽  
Vol 8 (4S3) ◽  
pp. 213-218
Keyword(s):  
Social Media ◽  
Tamil Nadu ◽  
Social Media Marketing ◽  
Survey Method ◽  
Brand Engagement ◽  
Media Interaction ◽  
Major Factors ◽  
Chennai City ◽  
The Impact ◽  
The Relationship

This empirical study aims to explore the relationship between brand engagement and social media marketing among the students of higher education institutions in Chennai city of Tamil Nadu. This research study adopts primary survey method with the help of structured questionnaire collected from 388 students those who uses social media networking sites. The result indicates that Integration, E-WoM, Social Media Advertisement, Social Media Interaction and Brand Attitude are the major factors determining the brand engagement among students. The cluster classification and discriminant functions shows that two groups are significantly form namely, low brand engagement groups and high brand engagement groups in their order of dominance. To conclude, it is necessary to create interaction between the customer and brand and consumer to consumer to identify the impact of communication on brand equity.

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