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Fashion Brands on Social Media

Why consumers engage with companies via social media

Written by T. Úblová

Paper category

Master Thesis


Business Administration>Management




Thesis: Social media and brands Kim and Ko (2012) define social media as online applications, platforms, and media that promote interaction, collaboration, and content sharing based on Richter and Koch (2007). Almost all companies are using social media, regardless of their size or type of business, they are using social media to promote and promote themselves. The number of companies with accounts on social media continues to grow (Saravanakumar and Suganthalakshmi, 2012). Many companies are beginning to use social media in marketing, public communications, or similar departments. These departments need to ensure that there is a direct connection between the company and the customer. Customers can interact with the company, for example by commenting on the company profile. In addition, this is a way to increase customer awareness that is not reachable by traditional media. In short, many companies are seeking customer engagement, and they see social media as a viable way (Evans and Mckee, 2010). Without understanding the concept of Web 2.0, social media cannot be described. Web 2.0 represents a way for Internet users to use the World Wide Web. It is a space where all operators steadily change content through sharing and collaboration (Paquette, 2013). The development of Web 2.0. Technology that enables consumers to easily form and publish content, share ideas, vote on it, and recommend it to others has had a major impact on marketing that must reflect these developments. Advertising and promotional information is no longer the only source of information about products. In addition, social media enables consumers to share information about products and brands among themselves, so social media users are usually influenced by the experience of others before they decide to purchase certain products on their own (Evans and Mckee, 2010). The use of social media was initially challenging for fashion brands. They worry about how their brand will be perceived, because appearing on social media seems too much for them, because they feel exposed too much (Morriseey, 2010). However, if you don't use social media, today's advertising and marketing strategies are definitely not enough. Fashion shows are only closed events for buyers and the media, and the days when there were no celebrities in the front row are gone. Thanks to advanced technology, these series are now presented not only to a few people, but also to all customers around the world (Wylie, 2012). In addition, fashion lovers eager for the latest trends do not have to rely on the last issue of Vogue, because social media has greatly changed the state of the fashion industry. Followers on Facebook, Twitter, Instagram, or Pinterest accounts are flooded with live broadcasts, tweets, posts, and Pins, and they immediately learn about the latest trends. (World Journal, 2013). 2.2. Social media and its users In the past decade, digital innovation has greatly changed the way consumers communicate with each other, the way they find and exchange product information, and the way they buy and consume. New media channels such as Facebook, Youtube, Google, and Twitter place consumers in the role of more active market participants and enable consumers to reach (and be reached) everyone anytime and anywhere (Henning-Thurau et al., 2010) . Technology is empowering consumers, and their role is changing from passive information receivers to active information producers. Activities previously controlled by companies are increasingly being performed by consumers (Heinonen, 2011). Therefore, companies need to understand this change in order to be able to profit from the use of social media. As shown in the figure, Web 2.0 can be seen as a technological foundation that helps create consumer-generated content and the emergence of a social phenomenon of shared media. In short, Web 2.0 supports the creation and transmission of social media content (Berthon et al., 2012). Creative consumers are becoming the new value center of Web 2.0. They are those who add content to social media and then generate more value compared to the company. Their network of friends and peers constitutes the meaning of socialization. Creative consumers are driving this new media world. The market often refers to social media as user-generated content (UGC) or consumer-generated media (CGM). However, there must be a distinction between the media and consumers. Media such as Facebook, Instagram, and Pinterest are important means of delivering content. The content can be in the form of text, text, pictures or videos, produced by consumers from all over the world (Berthon et al., 2012). 2.3. Online brand communities Pöyry, Parvinen and Malmivaara (2013) believe that the Internet makes information exchange and communication easy, regardless of time and place. The lack of restrictions distinguishes traditional geographic communities from online communities. Online communities are usually based on the voluntary activities of their members and are built around common interests. There are many types of online communities. For example, Kozinets (1999) described the consumer community as an affiliated group whose online interaction is based on the common enthusiasm and knowledge of specific consumer activities or related activity groups. Pöyry, Parvinen, and Malmivaara (2013) outline that brand communities have similar personalities and are also connected to consumption. However, the center of attention is not consumption, but the common interest and admiration for a particular brand. Read Less