The impact of social media: how Instagram & Snapchat are revolutionizing the fashion industry

Social media has been revolutionizing our ways of learning, engaging, and sharing information on the latest trends within the fashion industry. This research project focuses on two social media platforms that are highly relevant and influential in the fashion industry. Instagram, a social media application that was originally created to share photos between intimate social networks, has now become a powerful marketing platform. Now, one can carefully curate one’s profile and sell an aesthetically pleasing image of oneself/item, all through strategic techniques such as framing, editing, or simply using the filters provided by both Instagram (e.g. Sepia, Valencia) and Snapchat. Snapchat, a social media application originally used to share selfies amongst one’s intimate social group, intended to “express yourself, and reflect individuals based on a moment” (Evan Spiegal, CEO of Snapchat, 2016). The company now also promotes their app as a marketing tool and an advertising platform that targets more than 100 million active users daily between the ages of 18 and 35 years old. Initially, these two apps were intended to be used as entertainment tools, however, now they are also used to help re-structure a brand’s business model and approach. The purpose of this research is to investigate the effects of both Instagram and Snapchat, on traditional practices within the fashion industry, with a primary focus on the runway and advertising.

Is Social Media Marketing Really Working?

E-Marketing in Developed and Developing Countries ◽

10.4018/978-1-4666-3954-6.ch011 ◽

2013 ◽

pp. 174-193 ◽

Author(s):

Felipe Uribe Saavedra ◽

Josep Rialp Criado ◽

Joan Llonch Andreu

Keyword(s):

Social Networks ◽

Social Media ◽

Online Social Networks ◽

Business Performance ◽

Dynamic Capabilities ◽

Social Media Marketing ◽

Marketing Tool ◽

Use Of Social Media ◽

Marketing Intensity ◽

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Is Social Media Marketing Really Working?

Digital Arts and Entertainment ◽

10.4018/978-1-4666-6114-1.ch061 ◽

2014 ◽

pp. 1260-1279 ◽

Author(s):

Felipe Uribe Saavedra ◽

Josep Rialp Criado ◽

Joan Llonch Andreu

Keyword(s):

Social Networks ◽

Social Media ◽

Online Social Networks ◽

Business Performance ◽

Dynamic Capabilities ◽

Social Media Marketing ◽

Marketing Tool ◽

Use Of Social Media ◽

Marketing Intensity ◽

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Building Brand Identity in the Age of Social Media - Advances in Marketing, Customer Relationship Management, and E-Services ◽

Branded Content on Social Media

10.4018/978-1-5225-5143-0.ch005 ◽

2017 ◽

pp. 118-131

Keyword(s):

Social Media ◽

Brand Equity ◽

Marketing Strategies ◽

Social Media Marketing ◽

Vital Part ◽

Long Run ◽

Social Media Platforms ◽

Marketing Tool ◽

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

Key Challenges and Opportunities in Web Entrepreneurship - Advances in E-Business Research ◽

Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

10.4018/978-1-5225-2466-3.ch006 ◽

2017 ◽

pp. 132-170 ◽

Author(s):

Ze Zook ◽

Ben Salmon

Keyword(s):

Social Networks ◽

Social Media ◽

Relational Model ◽

Marketing Environment ◽

The Social ◽

Inherent Structure ◽

Interactive Nature ◽

Social Media Platforms ◽

Media Ecosystem ◽

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business ◽

Social Media, Interfacing Brands in Relation to the Social Media Ecosystem

10.4018/978-1-7998-9020-1.ch063 ◽

2021 ◽

pp. 1271-1301

Author(s):

Ze Zook ◽

Ben Salmon

Keyword(s):

Social Networks ◽

Social Media ◽

Relational Model ◽

Marketing Environment ◽

The Social ◽

Inherent Structure ◽

Interactive Nature ◽

Social Media Platforms ◽

Media Ecosystem ◽

Much of the existing research in social media has been directed at examining the consequences of the interactive nature of the evolving medium and communication issues, with little to say about the impact of this medium on brands. Drawing on Fiske's relational model, this current chapter examines the interface between social media and brands, particularly on the breadth and the dimensions of the level of engagement. Social networks, such as Facebook and Twitter, are revolutionising the way companies market their products. New means of interaction and dialogue are used in part because of the inherent structure and features of these social media platforms. The chapter concludes by discussing the implications of the analysis for understanding of new terminology in the evolving marketing environment.

Impact of Influencers in Consumer Decision Process: The Fashion Industry

INTERDISCIPLINARY JOURNAL ON LAW, SOCIAL SCIENCES AND HUMANITIES ◽

10.19184/ijl.v1i1.19146 ◽

2020 ◽

Vol 1 (2) ◽

pp. 1

Author(s):

Siti Nurfadila

Keyword(s):

Social Media ◽

Decision Process ◽

Vital Role ◽

Target Audience ◽

Fashion Industry ◽

Consumer Decision ◽

Consumer Decision Process ◽

The Social ◽

Social Media Platforms ◽

The popularity of influencers is continuous and doesn’t have a limited window of influence. Internet and social media play vital role in helping consumers find the items they are looking for. Obviously companies will keenly try to retain a strong presence in the social media platforms; otherwise the target audience can easily change suppliers. The present study is intended to explore the influencer marketing techniques used by fashion industries and also the impact of influencers on the consumers buying decision process in fashion industry.

Impulse buying behaviour: an online-offline comparative and the impact of social media

Spanish Journal of Marketing - ESIC ◽

10.1108/sjme-03-2018-007 ◽

2018 ◽

Vol 22 (1) ◽

pp. 42-62 ◽

Cited By ~ 16

Author(s):

Laura Aragoncillo ◽

Carlos Orus

Keyword(s):

Social Networks ◽

Social Media ◽

Impulse Buying ◽

Fashion Industry ◽

Delayed Gratification ◽

Content Type ◽

Online Retailers ◽

Buying Behaviour ◽

Offline Channels ◽

Purpose This paper aims to explore the phenomenon of impulse buying in the fashion industry. The online and offline channels are compared to determine which is perceived as leading to more impulsive buying. Design/methodology/approach As the result of the literature review, three research questions are proposed and examined through an online self-administered survey with 212 valid responses. Findings Results show that the offline channel is slightly more encouraging of impulse buying than the online channel; factors that encourage online impulse buying explain this behaviour to a greater extent than do discouraging factors; social networks can have a big impact on impulse buying. Research limitations/implications Findings are limited by the sampling plan, the sample size and the measurement of some of the variables; only one product type is analysed. Further research is needed to confirm that shipping-refund costs and delayed gratification (traditionally, discouraging factors of online buying) encourage online impulse buying; clarify contradictory results regarding the role of online privacy and convenience. This research contributes to the validation of a scale to measure the influence of social media on impulse buying behaviour. Practical implications Offline companies can trigger the buying impulse to a greater extent than online retailers. Managers must carefully select social networks to encourage impulse buying, Facebook and Instagram being the most influential; Twitter has the least impact. Originality/value This study compares the impulse buying phenomenon in both the physical store and the internet. Moreover, the influence of social networks on impulse buying is also explored.

The impact of social networks on the range of children's reading

10.21661/r-81186 ◽

2020 ◽

Author(s):

Anna Mikhailovna Boiko

Keyword(s):

Social Networks ◽

Social Media ◽

Elementary School ◽

Elementary School Teachers ◽

Elementary School Students ◽

School Teachers ◽

School Students ◽

Social Media Platforms ◽

Children's Reading ◽

In this article the author explores the experience of using social media platforms as instruments which form children reading range among elementary school students. The stages were defined and the conclusion about perspectives of its using by elementary school teachers was made.

Social Media and its Impact on Decision Making for Trip

European Journal of Interdisciplinary Studies ◽

10.26417/ejis.v1i1.p8-15 ◽

2015 ◽

Vol 1 (1) ◽

pp. 8 ◽

Author(s):

Irma Shyle ◽

Vjollca Hysi

Keyword(s):

Decision Making ◽

Social Networks ◽

Social Media ◽

New Technologies ◽

Ease Of Use ◽

Development Platform ◽

Tourist Destinations ◽

Marketing Tool ◽

Use Of Social Media ◽

Social networks are not a new phenomenon of the human community. Social communication tools represent a revolution in terms of the possibility of publicity for enterprises. In this way mechanisms of social networks have not only changed the instruments, but also the communication. Social media is not focused exclusively on the development platform of promotion and communication, but also in the implementation of services to create new business opportunities and career. Professional groups present in networks are often closed and specifically dedicated towards specific groups in order to achieve defined objectives and set by direction of the company that benefit from these platforms. Social communications tools represent a revolution in terms of publicity opportunities for enterprises. Social media is becoming the key marketing tool for organizations who manage tourist destinations, in this way having a major impact on tourism markets. The role which social media is playing in various aspects of life is becoming increasingly every day, especially in areas such as social interaction and cultural and educational aspects of our lives. Social media are becoming important tools in marketing management for companies of tourist destinations, having a major impact on tourism markets. The arrival of new technologies such as social media have made it possible to change the way consumers seek information on their buying decisions. Ease of use, flexibility and interactivity offered by these social sites makes it easy for customers to get information that after all generate sales. These interactive web pages that have the status of social communities encourage consumers to interact with the community, strengthening prospects of customers. This will be resulted in customers who visit the community more often to get the desired information (Poon, A. 1993). With advices or knowledge that they get from the community they build the perception of destination and are used for making decisions by consumers. The purpose of this paper is to highlight the use of social media and the impact of social media in the decision making to travel by consumers choosing Albanian.