scholarly journals THE ASSESSMENT OF INSTAGRAM EFFECTIVENESS AS MARKETING TOOLS ON INDONESIA FASHION LOCAL BRAND

2021 ◽  
Vol 3 (10) ◽  
pp. 01-13
Author(s):  
Ivani Nafisa Putri
Keyword(s):  
Creative Industry ◽  
Fashion Industry ◽  
Microsoft Excel ◽  
Fashion Brand ◽  
Online Engagement ◽  
Effectiveness Factors ◽  
Social Media Platforms ◽  
Content Strategy ◽  
Marketing Tool ◽  
High Engagement

Fashion local brands are brands of fashion clothing local to a particular country, manufactured and produced locally, including the ones in Indonesia. Fashion is always developing and creating the latest trend in which is a big potential for local fashion brands to take this opportunity because consumers are becoming more selective when it comes to selecting superior, long-lasting, and practical products. In Indonesia, the Fashion Industry is one of the subs that contribute to the creative industry, accounted for 28.29% of the whole creative industry, and ranked 9th in the Global Revenue Ranking. In addition, the current pandemic condition has pushed many brands to close retail stores and switched to almost entirely digital operations. Among many social media platforms used by brands, Instagram has been identified as the most efficient tool for reaching out to customers and marketing a business. However, the way local fashion brands use Instagram as a marketing tool has not always been effective. This research aims to assess the effectiveness factors of Instagram in local fashion brands that have a high engagement in purpose to make them as the benchmarks about the content strategy in building high online engagement that makes Instagram as a marketing tool effective. The data was collected through Instagram analytics software, HypeAuditor, and Analisa.io towards a total of 50 Instagram account fashion local brands with a high number of engagements according to HypeAuditor Instagram Engagement Rate Calculator. The data analysis is processed using Microsoft Excel and Smart PLS. The result shows that all independent variables have a positive relationship to online engagement and the effective factors for local fashion brand Instagram accounts are Entertainment, Tag, Weekdays, and Peak hours factors. The brand could utilize posting feeds containing entertainment and information content while also posting it during peak hours and weekdays.

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.

scholarly journals Online Engagement Factors on Instagram Local Fashion Brand Accounts

2020 ◽  
Author(s):  
Rima Raidah Rachmah ◽  
Lidia Mayangsari
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Substantial Influence ◽  
Online Questionnaire ◽  
Content Type ◽  
Fashion Brand ◽  
Online Engagement ◽  
Marketing Tool ◽  
Engagement Factors

Instagram is one of the most popular social media among young people. Indeed, Instagram not only used as social media but also a marketing tool for local fashion brands. There are various phenomena of Instagram marketing, yet there is still a lack of explanation of why the phenomena happened. Therefore, to propose an active social media marketing in Instagram for local fashion brands, identification of consumer engagement in social media is necessary. The objective of this research is to identify the forms of communication in which consumers most enthusiastically interact with local fashion brands on Instagram and explore the correlation between Instagram contents of fashion brands with the engagement of the consumers. The researcher surveyed through an online questionnaire as a tool to collect the data with Instagram active users as the requirement for respondents. The researcher found out that the content type of post characteristics influences boosting customer engagement. In this research, the content type classified into entertainment, informative, and remuneration posts. Each content type has different results in controlling customer engagement. Among the three classifications of content types, entertainment content type has the most substantial influence on customer engagement. Therefore, local fashion brands are recommended to utilize their marketing strategy by creating more entertainment content type, among other types on Instagram. Keywords: Instagram, social media marketing, content type, customer engagement.

scholarly journals MOTIF TEKSTIL SEBAGAI VALUE PROPOSITION KOLEKSI BRAND FESYEN YANG MARKETABLE

2018 ◽  
Vol 2 (1) ◽  
pp. 26
Author(s):  
PAULINA TJANDRAWIBAWA
Keyword(s):  
Research Method ◽  
Qualitative Method ◽  
Business Owners ◽  
Creative Industry ◽  
Value Proposition ◽  
Fashion Industry ◽  
Literature Study ◽  
Fashion Brand ◽  
Value Propositions ◽  
The Many

Fashion industry in Indonesia is increasing from year to year and so does the competition between fashion brands. The Indonesian Creative industry players by 2020 to grow by 8.4 million and dominated by young adults.  With the many fashion brands that emerge, a brand needs more value propositions to make their product stand out and marketable. This journal will present how graphic motif on textile can be used by fashion brands as their product’s value proposition and convert it into marketable products. Research method will be presents through qualitative method in the form of direct interview with fashion brand owner and supported by literature study and observation. This writing aims to help fashion business owners to comprehend the design concept as value position for their collection. Keywords: fashion, motif; pattern; textile; value proposition 

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

2021 ◽  
Author(s):  
Deniz Arabi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Business Model ◽  
Social Group ◽  
Traditional Practices ◽  
Fashion Industry ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Primary Focus ◽  
The Impact

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.

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

2021 ◽  
Author(s):  
Deniz Arabi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Business Model ◽  
Social Group ◽  
Traditional Practices ◽  
Fashion Industry ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
Primary Focus ◽  
The Impact

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.

scholarly journals Twitter in Marketing Practice of the Religious Media. An Empirical Study on Catholic Weeklies in Poland

Religions ◽  
2021 ◽  
Vol 12 (6) ◽  
pp. 421
Author(s):  
Iwona Leonowicz-Bukała ◽  
Andrzej Adamski ◽  
Anna Jupowicz-Ginalska
Keyword(s):  
Communication Channel ◽  
Basic Research ◽  
Marketing Practice ◽  
Religious Media ◽  
The Social ◽  
Social Media Platforms ◽  
Twitter Account ◽  
Research Questions ◽  
Marketing Tool

This article presents the partial conclusion of the research project devoted to marketing activity of Polish Catholic opinion-forming weeklies on the social media platforms. The main aim of this article is to present the results of the study on the use of Twitter as a marketing tool by Polish nationwide Catholic opinion-forming weeklies. The basic research questions concerned the extent of utilizing the platform by the magazines’ editors to create and distribute the content of their media product, maintain and develop brand communication and self-promotion. The case studies and the content analysis of the accounts of the three magazines—Gość Niedzielny, Tygodnik Katolicki Niedziela and Przewodnik Katolicki—show that there are three different ways in how the editors of the magazines understand the role of the Twitter account of the title they represent—as an ‘active communicator’, ‘active communicator and community supporter’ or ‘community supporter’. The conclusions show that the studied media fairly efficiently use the visual and distributional potential of the platform as well as some of its features, at the same time missing the chance to build a brand-loyal community. They also limit the role of Twitter to that of a supplement for the main communication channel, which is the printed weekly and its website.

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Growth Potential ◽  
Social Media Marketing ◽  
Small Scale ◽  
Content Type ◽  
Social Media Platforms ◽  
Pros And Cons ◽  
Marketing Tool ◽  
Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

scholarly journals The Role of Heritage and Authenticity in the Value Creation of Fashion Brand

2016 ◽  
Vol 9 (7) ◽  
pp. 135 ◽  
Author(s):  
Andrea Boccardi ◽  
Cristiano Ciappei ◽  
Lamberto Zollo ◽  
Maria Carmen Laudano
Keyword(s):  
Marketing Research ◽  
Fashion Industry ◽  
Consumer Experience ◽  
Brand Authenticity ◽  
The Past ◽  
Fashion Brand ◽  
Managerial Implications ◽  
Different Levels ◽  
Brand Heritage

<p>This paper builds on traditional and recent marketing research concerning the constituents of brand authenticity, particularly investigating consumers’ experience in the context of fashion industry. Specifically, we attempt to unpack the dimensions underlying the concept of brand authenticity by, first, correlating the role of heritage and ‘mythopoesis’ – the creation of a myth through repetitive narrative –  and, second, by applying our proposed theoretical framework to four Italian luxury fashion brands, namely Gucci, Salvatore Ferragamo, Lous Vuitton, and Stefano Ricci. Thanks to the positioning of such fashion brands according to different levels of heritage and authenticity, it emerges how mythopoesis allow brand marketers to transfer brand heritage from past to both present and future. In this way, the risk of brand fixation in the celebration of the past may be overcome. Managerial implications are finally discussed, showing how marketers may foster or hinder brand authenticity, and how such an aspect affects consumer experience and attitude toward the brand.</p>

scholarly journals Instagram Influencer Analysis for Top 5 Categories in Turkey

2021 ◽  
Vol 12 (44) ◽  
pp. 22-36
Author(s):  
Busra ERTOGRUL ◽  
Gizem KILICSIZ ◽  
Aysun BOZANTA
Keyword(s):  
Social Media ◽  
Digital Identity ◽  
Ordinary People ◽  
Daily Lives ◽  
Social Media Platforms ◽  
The Difference ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
The Relationship ◽  
New Jobs

Social media platforms have become an inevitable part of our daily lives. Companies that noticed the intense use of social media platforms started to use them as a marketing tool. Even ordinary people have become famous by social media and companies have been sending their products to them to try and advertise. Many people have gained a considerable amount of money in this way and today new jobs are emerged like "Youtuber" and "Instagram Influencer". Therefore, ordinary people realized the power of social media and many people started to strength their digital identity over social media. The question raising in people’s mind is that “What is the difference between the influencers and the ordinary people who have also digital identity over social media?”. This study examined Instagram influencers for five categories namely fashion, makeup, photography, travel, and fitness in Turkey. As an exploratory study, the relationship between the influencers’ average number of posts, the number of likes, the number of views, the number of comments, number of followers, and the number of following were examined. As well as the engagement rates of the followers to the influencers were calculated. In addition, the words they mostly used in the captions of the posts were examined.

The Effects of Social Media Content Created by Human Brands on Engagement: Evidence from Indian General Election 2014

2021 ◽  
Author(s):  
Rakesh R. Mallipeddi ◽  
Ramkumar Janakiraman ◽  
Subodha Kumar ◽  
Seema Gupta
Keyword(s):  
Social Media ◽  
Chief Executive Officers ◽  
Chief Executive ◽  
Media Content ◽  
Online Engagement ◽  
Social Media Engagement ◽  
Social Media Platforms ◽  
Key Drivers ◽  
Executive Officers ◽  
Human Brands

With human brands or individual celebrities in fields ranging from sports to politics increasingly using social media platforms to engage with their audience, it is important to understand the key drivers of online engagement. Using Twitter data from the political domain, we show that positive and negative-toned content receive higher engagement, as measured by retweets, than mixed or neutral toned tweets. However, less popular human brands generate higher social media engagement from positive-toned content compared with more popular human brands. Therefore, we recommend that popular human brands (e.g., popular politicians or chief executive officers) keep their content objective rather than emotional. Furthermore, the tone of related brands (i.e., human brands who belong to the same political party) has a strong reinforcement effect; that is, social media engagement is higher when the tone of the focal human brand and related brands are the same and lower when the tones are different. Therefore, we prescribe that human brands actively coordinate their social media content with related brands to generate higher engagement. From human brands’ perspective, our findings recommend a comprehensive social media strategy, which takes into account the tone of content, tone of related brands’ content, and human brands’ popularity.

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