The Strategic Use of Social Media in the Fashion Industry

2018 ◽  
pp. 1209-1233
Author(s):  
Hanna Kontu ◽  
Alessandra Vecchi
Keyword(s):  
Social Media ◽  
New Media ◽  
Business Environment ◽  
Critical Assessment ◽  
Strategic Marketing ◽  
Competitive Advantages ◽  
Fashion Industry ◽  
Research Findings ◽  
Marketing Tool ◽  
Use Of Social Media

The importance of social media is evident as millions of people use it to connect with others, share content, and discuss different topics (Kaplan & Haenlein, 2010; Kim & Ko, 2010). Although it is clear that social media is powerful and ubiquitous, many fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. The goal of this chapter is to critically review the literature that explicitly addresses the adoption, application, and impact of social media by fashion brands. In particular, the purpose of this chapter is to provide a critical assessment of the adoption of social media amongst three well-established fashion brands in order to identify the importance of social media as a strategic marketing tool and to propose a number of alternative social media strategies for fashion brands. Such a critical assessment is necessary since, as demonstrated by the research findings, implementing these strategies will allow brands not only to survive, but also to create new competitive advantages and thrive in the new global fashion business environment.

The Strategic Use of Social Media in the Fashion Industry

2014 ◽  
pp. 209-233
Author(s):  
Hanna Kontu ◽  
Alessandra Vecchi
Keyword(s):  
Social Media ◽  
New Media ◽  
Business Environment ◽  
Critical Assessment ◽  
Strategic Marketing ◽  
Competitive Advantages ◽  
Fashion Industry ◽  
Research Findings ◽  
Marketing Tool ◽  
Use Of Social Media

The importance of social media is evident as millions of people use it to connect with others, share content, and discuss different topics (Kaplan & Haenlein, 2010; Kim & Ko, 2010). Although it is clear that social media is powerful and ubiquitous, many fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. The goal of this chapter is to critically review the literature that explicitly addresses the adoption, application, and impact of social media by fashion brands. In particular, the purpose of this chapter is to provide a critical assessment of the adoption of social media amongst three well-established fashion brands in order to identify the importance of social media as a strategic marketing tool and to propose a number of alternative social media strategies for fashion brands. Such a critical assessment is necessary since, as demonstrated by the research findings, implementing these strategies will allow brands not only to survive, but also to create new competitive advantages and thrive in the new global fashion business environment.

The Strategic Use of Social Media in the Fashion Industry

2015 ◽  
pp. 1053-1076
Author(s):  
Hanna Kontu ◽  
Alessandra Vecchi
Keyword(s):  
Social Media ◽  
New Media ◽  
Business Environment ◽  
Critical Assessment ◽  
Strategic Marketing ◽  
Competitive Advantages ◽  
Fashion Industry ◽  
Research Findings ◽  
Marketing Tool ◽  
Use Of Social Media

The importance of social media is evident as millions of people use it to connect with others, share content, and discuss different topics (Kaplan & Haenlein, 2010; Kim & Ko, 2010). Although it is clear that social media is powerful and ubiquitous, many fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. The goal of this chapter is to critically review the literature that explicitly addresses the adoption, application, and impact of social media by fashion brands. In particular, the purpose of this chapter is to provide a critical assessment of the adoption of social media amongst three well-established fashion brands in order to identify the importance of social media as a strategic marketing tool and to propose a number of alternative social media strategies for fashion brands. Such a critical assessment is necessary since, as demonstrated by the research findings, implementing these strategies will allow brands not only to survive, but also to create new competitive advantages and thrive in the new global fashion business environment.

Fashion and Social Media

2016 ◽  
pp. 649-669
Author(s):  
Hanna Kontu ◽  
Alessandra Vecchi
Keyword(s):  
Social Media ◽  
New Media ◽  
Fashion Industry ◽  
Media Environment ◽  
Italian Market ◽  
Exploratory Approach ◽  
The Social ◽  
Marketing Tool ◽  
Use Of Social Media

Although it is clear that social media is powerful, many luxury fashion brands have been reluctant or unable to develop strategies and allocate resources to effectively engage with the new media. Adopting an exploratory approach, this chapter studies the use of social media in the luxury fashion industry through three case studies from the Italian market. The aim is to understand the role of social media as a strategic marketing tool and its broader implications to the overall marketing strategy. The findings arising from this research can help practitioners and managers to make sense of the social media environment and better understand how to design social media activities to engage with the luxury fashion consumer.

scholarly journals SOCIAL MEDIA AND DEVELOPMENT OF SMALL ENTERPRISES IN THE REPUBLIC OF MACEDONIA

2019 ◽  
Vol 30 (1) ◽  
pp. 203-208
Author(s):  
Mariјa Magdicheva-Shopova ◽  
Snezana Ristevska – Jovanovska ◽  
Snezana Bardarova
Keyword(s):  
Social Media ◽  
Small Businesses ◽  
Business Environment ◽  
Point Of View ◽  
Customer Relationships ◽  
Small Enterprises ◽  
Republic Of Macedonia ◽  
Marketing Tool ◽  
The Republic ◽  
Use Of Social Media

The pronounced globalization changes and the high degree of digitization are everyday in the modern work that cause changes in the operation of enterprises, regardless of the size and type of activity it performs. In this regard, the Internet as an informative medium is a part of everyday life, and the adoption of a certain decision for the future business activity is related to the consideration of various social media Social media is a powerful communication medium, but also a tool for sharing information about the business. Through social media, businesses have the opportunity to follow the latest trends, opportunities and analysis and actively participate in the business environment where customers are present and interconnected. Social networking is part of the day-to-day operation of enterprises. Small businesses are increasingly using social media as a marketing tool to improve customer relationships. From the content point of view, the paper will explain the characteristics of social media, the differences between traditional and social media as marketing tools and the factors that contribute to the increased use of social media in everyday work. The subject of this paper's research is focused on perceiving the importance and influence of social media on the development of small enterprises in the Republic of Macedonia. For this purpose, practical research has been conducted. The conducted analysis of the environment and the results of the conducted research confirm the established hypotheses that social media represent a real need for all enterprises and entrepreneurs need education to gain knowledge about the opportunities offered by social media. On the basis of the obtained results from the conducted research will be given suggestions and directions in order to efficiently exploit the possibilities of social media and improve the performance of enterprises in order to adjust the contemporary processes.

scholarly journals Marketing Strategy of the Indonesian Tahfizh Daarul Quran on Social Media to Attract the Interest Parents of students

2021 ◽  
Vol 4 (02) ◽  
pp. 409
Author(s):  
Dina Anggraini
Keyword(s):  
Social Media ◽  
New Media ◽  
Boarding School ◽  
The Public ◽  
Education Industry ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Academic Year

Indonesia is one of the countries in the world that has been seriously affected by the Covid-19 Pandemic since 2019. Various problems occur in the economy of the country and society in Indonesia which cause problems in the education aspect. This is felt especially in terms of marketing at the Daarul Quran Indonesia Foundation or better known as DaQu which is a Foundation engaged in the Education industry in which there is a program boarding school that was started in 2003 which was founded by Ust. Yusuf Mansur, located in Kampung Quran, Cipondoh, Tangerang. According to internal data from the Daarul Quran Indonesia Foundation, there has been a 35% decline in student enrollment from 2019-2021. This is based on the decline in the economy of prospective guardians of education costs and the delay in the Daarul Quran Indonesia Foundation using social media as part of its marketing activities. Social media marketing is the use of social media platforms and websites to promote products or services. The Daarul Quran Indonesia Foundation then took action to take advantage of new media as a new opportunity in a highly changing market environment by utilizing the Facebook, Instagram, Youtube and Website platforms as a means of delivering information to the public. Through the campaign movement, 'Santri Indent DP 5 Million' is the solution chosen by the Daarul Quran Indonesia Foundation to increase the number of registrations for students for the New Academic Year. It can be seen from the results of data collection through a questionnaire, that the Santri Indent DP 5 million campaign has an impact on parents' interest in sending their children to the Daarul Quran Indonesia Foundation, and has an impact on increasing the number of students for the 2021/2022 academic year, in addition to social media, especially Instagram. be the best marketing tool in this campaign.

From lords of war to leaders in society: How former Liberian warlords have used ‘old’ and ‘new’ media to self-reframe

2012 ◽  
Vol 5 (1) ◽  
pp. 37-50 ◽  
Author(s):  
Geraldine O’Mahony ◽  
Jo Ellen Fair
Keyword(s):  
Social Media ◽  
New Media ◽  
Public Servants ◽  
Faith Based ◽  
Post Conflict ◽  
Use Of Social Media ◽  
Born Again

The process of post-conflict reconstruction in Liberia involves an array of actors vying for power. Many of the key political and civic figures involved are former warlords, whose reigns of terror affected many they now work with and serve. By reframing themselves through social media these warlords have created new centers of power, embracing their new roles as public servants and renouncing past acts of terrorism. This article focuses on two of Liberia’s most notorious former warlords, Prince Johnson and Joshua Blahyi. Johnson, now Senator Johnson, was best known for swilling beer while he conducted the video-taped torture of President Doe. Joshua Blahyi, formerly General Butt Naked, who infamously drank children’s blood before running naked into battle, is now a born-again preacher with his own faith-based NGO. We argue that their use of social media has enabled them to reconstruct and reframe their ‘past lives’, ensuring these cannot become political liabilities.

scholarly journals Using the New Media by Companies From the Sme Sector in Podkarpackie Province

2018 ◽  
Vol 4 (2) ◽  
pp. 85-95 ◽  
Author(s):  
Justyna Masłyk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
New Media ◽  
Entire Population ◽  
The Internet ◽  
Research Project ◽  
Media Development ◽  
Preliminary Results ◽  
Online Presence ◽  
Use Of Social Media

Abstract The main purpose of this article is to present the results of research concerning the use of social media by companies from the SME sector in Podkarpackie Province. The article includes data obtained in the first stage of the study, which is a part of a research project on the use of social media in the area of creating the image of an organization / company as an employer.The survey covered the entire population of companies from the SME sector, which are registered in Podkarpackie Province (REGON database). The research phase, the results of which are presented in this article, mainly involved the analysis of data on companies from the SME sector in Podkarpackie Province in terms of their presence on the Internet (having an individual website, having company profiles on selected social networks). The results of the first stage of the study confirm that the companies see the potential of the online presence / functioning in social media (more and more companies have their own website, Facebook profiles). The dynamics of changes in this area is definitely not adequate to the pace of new media development. On the basis of preliminary results of further stages of the research, it can also be concluded that in the vast majority of cases, however, these are non-strategic and non-systematic activities.

scholarly journals Medieøkologien i SKAM

2017 ◽  
Vol 6 (2) ◽  
pp. 60-66
Author(s):  
Ruth Grüters ◽  
Knut Ove Eliassen
Keyword(s):  
Social Media ◽  
New Media ◽  
Historical Perspective ◽  
18Th Century ◽  
Media Ecology ◽  
The Other ◽  
Media Platform ◽  
The Media ◽  
Use Of Social Media ◽  
Media Practices

AbstractTo understand the success of SKAM, the series’ innovative use of “social media” must be taken into consideration. The article follows two lines of argument, one diachronic, the other synchronic. The concept of remediation allows for a historical perspective that places the series in a longer tradition of “real time”-fictions and media practices that span from the epistolary novels of the 18th century by way of radio theatre and television serials to the new media of the 21st century. Framing the series within the current media ecology (marked by the connectivity logic of “social media”), the authors analyze how the choice of the blog as the drama’s media platform has formed the ways the series succeeded in affecting and mobilizing its audience. Given the long tradition of strong pedagogical premises in the teenager serials of publicly financed Norwegian television, the authors note the absence of any explicit media critical perspectives or didacticism. Nevertheless, the claim is that the media-practices of the series, as well as the actions and discourses of its followers (blogposts, facebook-groups, etc.), generate new insights and knowledge with regards to the series’ form, content, and practices.

scholarly journals BUDAYA KOMUNIKASI PADA PENGGUNA MEDIA SOSIAL FACEBOOK DI ERA NEW MEDIA

2021 ◽  
Vol 2 (2) ◽  
pp. 82-96
Author(s):  
Siti Ani Munasaroh
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Interactions ◽  
Social Relations ◽  
Digital Natives ◽  
Research Approach ◽  
Virtual Ethnography ◽  
Creative Generation ◽  
Use Of Social Media ◽  
Communication Culture

Abstract Social media is the main choice in establishing social interactions in cyberspace in this new media era. The Facebook application as one of the contemporary social media is widely used by Digital natives. As a creative generation in using technology, Digital natives use Facebook as a medium of communication today. Facebook users who are increasing and used continuously have formed a habit that eventually becomes a culture of communication. This research is a qualitative research with a constructivist paradigm that uses a virtual ethnographic research approach. Virtual ethnography is an approach that aims to observe behavior patterns, patterns of life and social relations in virtual life in cyberspace. This study is to determine the communication culture of Digital natives on the use of social media Facebook. And to find out the communication culture formed from the use of Facebook by Digital natives. Keywords: Culture, Communication, New Media, Facebook, Digital natives. Abstrak Media sosial menjadi pilihan utama dalam menjalin interaksi sosial di dunia maya pada era media baru ini. Aplikasi facebook sebagai salah satu media sosial kekinian banyak digunakan oleh Digital natives. Sebagai generasi kreatif dalam menggunakan teknologi, Digital natives memanfaatkan facebook sebagai media komunikasi saat ini. Pengguna facebook yang semakin meningkat dan digunakan secara terus menerus telah membentuk sebuah kebiasaan yang pada akhirnya menjadi budaya dalam berkomunikasi. Penelitian ini merupakan penelitian kualitatif dengan paradigma konstruktivis yang menggunakan pendekatan penelitian etnografi virtual. Etnografi virtual merupakan pendekatan yang bertujuan untuk mengamati pola-pola perilaku, pola kehidupan dan relasi sosial dalam kehidupan virtual di dunia maya (cyber) Penelitian ini hendak mengkaji tentang, perubahan dan budaya komunikasi Digital natives pada penggunaan facebook di era media baru, sedangkan Tujuan dari penelitian ini adalah Untuk mengetahui budaya komunikasi Digital natives pada penggunaan media sosial facebook. Dan untuk mengetahui budaya komunikasi yang terbentuk dari penggunaan facebook oleh Digital natives. Kata Kunci : Budaya, Komunikasi, Media Baru, Facebook, Digital natives.

scholarly journals Political super branding through the use of social media technology : the Barack Obama presidential campaign in 2008

2013 ◽  
Author(s):  
◽  
Nadas Ramachandra Pillay
Keyword(s):  
Social Media ◽  
New Media ◽  
Barack Obama ◽  
Media Technology ◽  
Media Technologies ◽  
Political Campaigning ◽  
American President ◽  
Use Of Social Media ◽  
Media Channels ◽  
Social Media Technology

This study seeks to examine the exponential growth of social media technology as a key component in recent American political campaigning, as well as its use and impact on the larger disciplines of marketing and branding. Adopting the approach of a case study with the focus firmly on the current American president, Barack Obama, the study identifies the key media and technologies used in the build-up to the 2008 American presidential elections in order to unpack and understand how such media channels, technological platforms and patterns were successfully utilised. References are also made to the concepts of ‘branding’ and ‘super branding’ in the discussion, and to the myriad ways in which social media has helped create and roll-out what has since become commonly known as ‘brand Obama’. To provide a framework for the discussion and in order to further understand the rapid growth and proliferation of social media on the political campaigning landscape, a comparison is made with the 2004 American presidential election campaign. This, it is posited, will assist us understand the drivers of new media technologies especially as they are used to create and impact positively on the growth of political super brands.

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