B2C Marketing Communication in Social Media: Fashion Industry Specifics

2019 ◽  
Author(s):  
Vida Davidaviciene ◽  
Sigitas Davidavicius ◽  
Rima Tamosiuniene
Keyword(s):  
Social Media ◽  
Marketing Communication ◽  
Fashion Industry

scholarly journals The Role of Fashion Bloggers in Fashion Marketing Communication

2019 ◽  
Vol 85 ◽  
pp. 8-23
Author(s):  
Akvilė Mickevičiūtė ◽  
Daiva Siudikienė
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Empirical Research ◽  
21St Century ◽  
Product Reviews ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Fashion Industry ◽  
Wide Audience

Because of digitization and internet development that took place in the 21st century, fashion industry has been consistently encountering various challenges. While the popularity of social media continues to grow, a new player in fashion industry, along with the medium they control, has emerged – the fashion blogger and the fashion blog. After gaining millions of followers on social media, bloggers acquired a certain power position – they can influence the opinion of their audience. With the popularity of social media, fashion bloggers, who gain a certain position of power through the acquisition of large numbers of followers across social networks, can shape their followers’ opinions, present a variety of fashion product reviews, and participate in the consumer decision-making processes. For fashion companies, collaborations with bloggers are becoming more relevant and an increasing part of a fashion brand marketing strategy. This article introduces theoretical and empirical research that was carried out to analyze and explore the role of fashion bloggers in modern fashion marketing communication. Fashion companies seek to exploit this advantage for commercial purposes and include blogs as advertising channels into their marketing strategy. This article aims to analyze the role of blogs in the modern fashion industry. In order to reach that, the following objectives were set: to research the attributes of the fashion industry and fashion marketing in the 21st century; to analyze the definition, features, types, and significance of fashion blogs with reference to the current fashion industry; to examine the aspects of connection forming between fashion blogger and its audience; to explore the features of Lithuania’s fashion bloggers’ activities and the strategies they use to develop their ties with significant target audiences of the fashion sector. In order to reach the aim of research, two empirical research methods were combined: semi-structured interviews with fashion bloggers and a questionnaire for the followers of fashion blogs. During the study it was established that the role of Lithuania’s fashion blogs is best seen in fashion marketing – blogs are the mediators between fashion companies and consumers. They form a personal bond with consumers and organically disseminate fashion trends to a wide audience.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

ANALYSING TRADEMARK AND SOCIAL MEDIA IN THE FASHION INDUSTRY: TOOLS THAT COULD REALLY MAKE A DIFFERENCE FOR

2019 ◽  
Vol 2019 ◽  
pp. 14-16
Author(s):  
Laura Rienda-García ◽  
◽  
Lorena Ruiz-Fernández ◽  
Lindsey Drylie Carey ◽  
Louise Mc Bride
Keyword(s):  
Social Media ◽  
Fashion Industry

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110302
Author(s):  
Nor Hasliza Md Saad ◽  
Zulnaidi Yaacob
Keyword(s):  
Social Media ◽  
Building Blocks ◽  
Media Content ◽  
Fashion Industry ◽  
Personal Brand ◽  
Branding Strategies ◽  
Social Media Presence ◽  
Personal Branding ◽  
The Masses

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

Patanjali Ayurved Limited’s Skin Ailment Advertisement: What Have We Learnt?

2020 ◽  
pp. 231971452092517
Author(s):  
Vinod Kumar ◽  
Vandana ◽  
Moulik Wason
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Management Strategy ◽  
Communication Strategy ◽  
Negative Response ◽  
Young Generation ◽  
Marketing Communication ◽  
Print Advertisement ◽  
Dark Complexion ◽  
Media Channels

On 7 January 2018, Patanjali Ayurved Limited (PAL) published a print advertisement (ad) mentioning dark complexion as a skin ailment. This ad caught the eye of the young generation of India who is intolerant towards any kind of discrimination. People started giving their opinion about this ad and the issue was picked on social media channels such as Twitter, online blogs, news sites, etc. Users of social media clearly expressed their unacceptance towards the content of the ad. PAL tried to pacify the crowd by sending their spokesperson’s reply on Twitter. Seeing the continuous negative response, Baba Ramdev, co-founder and brand ambassador of PAL, responded on the next day in order to bring the situation under control. In such a scenario, PAL is analysing the entire incident and planning to revisit its marketing communication strategy. PAL is thinking not only to avoid such a situation but also to devise a better crisis management strategy for the future.

scholarly journals Narrative Analysis of Marketing Communication Y2K Music School and Studio on Social Media

InterKomunika ◽  
2017 ◽  
Vol 2 (2) ◽  
pp. 160
Author(s):  
Tuti Widiastuti ◽  
Poppy Ruliana
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Narrative Analysis ◽  
Marketing Communication ◽  
Marketing Activity ◽  
Literature Study ◽  
Online Data ◽  
Music School ◽  
Data Tracking ◽  
Depth Interviews

This research was conducted to find out how the branding activity done by Y2K Music School and Studio through social media account Instagram @ y2kstudio. This research would like to examine more deeply related to marketing activity such as what applied Y2K Music School and Studio in building brand Y2K Music School and Studio as a music school through its official Instagram. There is also a method used in this research is a method of narrative analysis which is a method in the field of qualitative research. The data were collected using literature study on textbooks, online data tracking, and in-depth interviews on key informants related to the study. The results of this study states that the form of branding activities conducted by Y2K Music School and Studio through social media accounts Instagram @ y2kstudio is a marketing communication in the form of delivering information with positive ambiance related Y2K Music School and Studio and also in the form of information delivery activities related promotions which is currently running at Y2K Music School and Studio.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

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