SME fashion brands and social media marketing: from strategies to actions

Ananda, Artha Sejati; García, Ángel Hernández; Lamberti, Lucio

doi:10.1504/ijwbc.2017.089350

Cited by 17 publications

(10 citation statements)

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“…They reported that a brand will have positive customer-based brand equity when consumers give a better reaction to posts on social media when a brand is identified. The results of this study are also in line with research conducted by Ananda et al (2017), in which they expressed a relationship with generic business strategy and marketing, MSMEs engaged in the world of Fashion has a common goal of raising brand awareness. The positive and significant influence between social media marketing and consumer loyalty was shown from a value of 13.29 > 1.97.…”

Section: Finding and Resultssupporting

confidence: 87%

Development Model of Social Media Marketing – Consumer Loyalty Mediated by Brand Equity and Consumer Response to Fashion Branded Products

Octavia

Hasbullah

2020

DIJDBM

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Cunsumer loyalty is determined by a positive response to the perceived experience. The use of social media in marketing products can improve the quality of marketing. The purposes of this research are to: (1). Explain the relationship between social media marketing and consumer loyalty with brand equity as a mediation variable. (2). Explain the relationship between social media marketing and consumer loyalty with consumer response as a mediation variable (3). Develop a model of social media marketing and consumer loyalty relationships. The design of the research was done quantitatively to analyze the model of the relationship between social media marketing and consumer loyalty. To interpret quantitative results used focus Group discusion (FGD) methods and literature studies. The research sample numbered 200 respondents with consumer criteria of users of branded fashion products. Analysis tools using SEM with PLS Software. The results showed a positive and significant relationship between social media marketing to the consumer loyalty of fashion products both before and after mediated by brand equity and consumer response. The priority of the research to be conducted lies in how digital development in marketing contributes thought to the business world, government and how this study strengthens the theory for similar research

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Section: Finding and Resultssupporting

confidence: 87%

Development Model of Social Media Marketing – Consumer Loyalty Mediated by Brand Equity and Consumer Response to Fashion Branded Products

Octavia

Hasbullah

2020

DIJDBM

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“…Despite the current interest in determining and understanding the relationships between social media and consumer behavior, few academic works focus on the fashion sector and the specific marketing strategy perspectives within this field, so some topics require further research [21]. "In the new marketing scenario, translating the conventional brand strategy to the digital environment is not enough" [22] (p. 12).…”

Section: Research On Fashion Marketing and Social Networkmentioning

confidence: 99%

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

2021

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Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.

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“…Social media not only enables firms to have new relationships among them but also make them to communicate with each other (Quinton & Wilson, 2016;Olanrewaju et al, 2020;Parveen et al, 2016) by improving their innovative abilities (Bhimani et al, 2018;Rathore et al, 2016). Social media tools also make businesses to develop their relations with their clients (Guha et al, 2018;Harrigan & Miles, 2014), to improve their brand reputation (Kim & Ko, 2012;Parveen et al, 2016;Ahmad et al, 2018;Ananda et al, 2017;Olanrewaju et al, 2020), brand and to increase their sales, revenues (Qu et al, 2013;Martinez-Nunez & Perez-Aguiar, 2014;Eggers et al, 2017), return on assets (Du & Jiang, 2015;Schniederjans et al, 2013;Yu et al, 2013;Eggers et al, 2017).…”

Section: Theoretical Basesmentioning

confidence: 99%

“…Moreover, social media enables firms to make marketing operations by facing with lower expenses and by giving reduced efforts (Parveen et al, 2016). Social media platforms also improve firms' abilities to manage their brands (Ahmad et al, 2018;Ananda et al, 2017;Olanrewaju et al, 2020), the amount of their online transactions (Qu et al, 2013;Eggers et al, 2017), stock performance (Schniederjans et al, 2013;Yu, Duan, & Cao 2013;Eggers et al, 2017), social capital (Parveen et al, 2016). Entrepreneurs become more proactive by seizing opportunities via social media platforms (Fischer & Reuber, 2011;Gustafsson & Khan, 2017;Mack et al, 2017;Olanrewaju et al, 2020) by reducing information asymmetries and providing easier information access to entrepreneurs and firms, these players in the market become more informed about markets, their rivals and their potential customers (Parveen et al, 2015;Parveen et al, 2016).…”

Section: Theoretical Basesmentioning

confidence: 99%

THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

Žufan

Civelek

Hamarneh

et al. 2020

IJEK

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Comparing to larger businesses, SMEs face more barriers in their marketing operations since they have a lower amount of financial resources and assets. But the emergence of social media platforms has provided many chances for them to overcome these barriers by enabling them to do marketing and promotion activities. Although these social media channels are easy to access by each of their users, awareness, perceptions, capabilities of SMEs might differ when using these platforms. In this regard, this research aims to analyze and find out whether social media usage differs among SMEs regarding their age and size. In parallel with this purpose, the researchers used an online questionnaire to collect data from 454 Czech SMEs. These SMEs were selected by applying a random sampling method and then an online questionnaire was directed to the respondents who were owners and managers of these enterprises. To analyze the data, the researchers performed an Independent T-test in SPSS statistical program. According to the results, social media usage does not differ between smaller-larger and younger-older SMEs. The reasons for these similarities among SMEs might stem from the industry that they operate, the cost of social media usage, and the age of younger firms’ executives. Nonexistence of the differences among analyzed Czech SMEs makes this paper differ from other studies. Some policy implementations are also offered by the researchers to increase awareness, skills, and usage of social media platforms by SMEs.

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SME fashion brands and social media marketing: from strategies to actions

Cited by 17 publications

References 0 publications

Development Model of Social Media Marketing – Consumer Loyalty Mediated by Brand Equity and Consumer Response to Fashion Branded Products

Development Model of Social Media Marketing – Consumer Loyalty Mediated by Brand Equity and Consumer Response to Fashion Branded Products

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

THE IMPACTS OF FIRM CHARACTERISTICS ON SOCIAL MEDIA USAGE OF SMEs: EVIDENCE FROM THE CZECH REPUBLIC

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