Customer Brand Experience For Fashion Apparel Brands Through Social Media Marketing

Abstract

Social media has become the burning trend for the fashion industry. Social media nowadays is not only for communication and interaction but is used for promotion and advertising the brands also. Social media marketing activities has five dimensions namely Word of mouth, Interaction, Trendiness, Customization and Entertainment (Kim & Ko, 2012). Apart from these, Content sharing dimension has also been considered in this study (Beig & Khan, 2018). In a virtual consumer environment, social media brand communities have prime importance. Social media brand communities not only give the platforms to advertise their product but also provides a platform to build a relationship with customers (Hollebeek et al., 2014).

Through social media companies are getting better understanding of their customers due to the customer company interactions and customer-customer interaction (Felix et al. 2017). Social media has huge impact on customers thought process and decision-making process. Social media helps customers to build an opinion towards a brand because social media is giving information, awareness about products, brands (Mangold & Faulds, 2009). Social media marketing is important to promotional mix in new digital world to influence brand image (Mangold & Faulds, 2009).

Instagram has around 1 billion and Facebook has daily around 2 billion daily users so marketers had seen huge potential on social media platforms to promote their products and brands (West, 2019). 92 percent marketers surveyed and the result showed that social media is beneficial for their company (Stelzner, 2014). Social media can have a huge impact on reputation and image of a brand (Kim & Ko, 2010a).