SOCIAL MEDIA MARKETING AND CUSTOMER ENGAGEMENT IN THE ITALIAN FASHION INDUSTRY: EVIDENCE OF AN EMPIRICAL RESEARCH

2015 ◽  
Vol 3 (3) ◽  
pp. 326-332
Author(s):  
Virginia Fani ◽  
◽  
Romeo Bandinelli ◽  
Monica Faraoni ◽  
Rinaldo Rinaldi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry

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.

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 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 Social media marketing and customer engagement : a focus on small and medium enterprises (SMEs) in South Africa

2021 ◽  
Vol 18 (1) ◽  
pp. 48-69
Author(s):  
B URBAN ◽  
◽  
TL MAPHATHE ◽  
Keyword(s):  
South Africa ◽  
Social Media ◽  
Small And Medium Enterprises ◽  
Cross Sectional Study ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Primary Data ◽  
Cross Sectional ◽  
Social Media Platforms ◽  
Medium Enterprises

Social media platforms are increasingly used by SMEs who have fewer resources and need to rely on social media marketing to engage with their customers. This article investigates the extent to which social media platforms specifically Facebook, Instagram, and Twitter contribute to increased customer engagement. While past studies have concentrated on the adoption of social media in predominantly western contexts, this research is focused on SMEs in a relatively under-researched African market context, South Africa. The research design was a quantitative cross-sectional study relying on primary data collection, where hypotheses were tested using statistical analyses in terms of correlational and regression analyses. Results support the hypotheses where the use of Facebook, Instagram, and Twitter platforms show a significant and positive relationship with increased customer engagement. The findings have management implications where owner-managers should make use of social media by maintaining and growing an extensive network of ties to both collect information and identify resources, as well as to build a reputation and engage with their customers.

Online Engagement Among Restaurant Customers: The Importance of Enhancing Flow for Social Media Users

2019 ◽  
Vol 44 (2) ◽  
pp. 252-277 ◽  
Author(s):  
Bomin Kim ◽  
Michelle (Myongjee) Yoo ◽  
Wan Yang
Keyword(s):  
Social Media ◽  
Information Quality ◽  
Communication Technologies ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Competitive Advantages ◽  
System Quality ◽  
Online Engagement ◽  
Positive Attitudes ◽  
Through Flow

The increased usage of digital communication technologies has transformed online engagement into a key aspect of the modern customer experience in the hospitality industry. The flow theory is especially important for understanding customer engagement in the online environment. The purpose of this study is to examine the antecedents of flow and to investigate its influence on the positive attitudes and continuance intentions among the users of social media. The study’s results show that challenge, information quality, and system quality all play significant roles in flow; and flow leads to positive attitudes and continuance intentions, which indicates the importance of creating flow to increase customer engagement. Academically, this study contributes to the limited body of literature on the flow experience and customer engagement in the hospitality context. Additionally, it provides practical insights how to gain competitive advantages by strategically managing customer engagement with social media marketing through flow.

Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry

2019 ◽  
pp. 143-172
Author(s):  
Guida Helal
Keyword(s):  
Social Media ◽  
Social Identity ◽  
Social Identity Theory ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Brand Communities ◽  
Fashion Brand ◽  
Online Brand Communities ◽  
Managerial Implications ◽  
Social Media Platforms

Fashion brands have shifted communication to social media as part of evolutionary modern-day marketing approaches to reaching consumers. Brands have adjusted to a vocal customer through back-and-forth interchange on social media platforms that have progressively facilitated for online brand communities. Social media brand communities serve to engage audiences in interactive settings that resonate with individual consumers across different levels. As brand awareness is augmented, brand impressions are conceived, brand-customer relationships are formed, and a sense of community is fostered around a brand, consumers exploit association to such social media brand communities in advancing social identity. The following chapter explores the impact of social media brand communities on Millennials in the fashion industry, while considering the social identity theory. The chapter focuses on theoretical and managerial implications. This chapter considers the influence social media brand communities and social identity may have on a fashion brand.

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