Literature Review On Social Media

Social media has become an influential ground for consumers to share their opinions about a company’s brand and products. In addition, it helps in having a strong brand that produces positive relations and distinguish the brand from competitors, is a critical component for effective marketing. According to Dahlén and Lange (2009) “the quality of the product is not the evident factor when it comes to purchasing a product, the deciding factor depends on how the brand is perceived” (Para. 1). This demonstrates the importance of incorporating social media as a tool to promote brands, allow for interactions, and customer satisfaction by engaging with customers more frequently for feedbacks or reviews. Thus create an opportunity for the company to show its devotion to their customers, and initiate good reputation, which can increase sales. In other words, social media has the ability to upsurge the awareness for businesses as well as the brand.

This research is written to explore the consumer behaviours associated with fashion purchasing and help the manager understand what drives consumers to buy fashion products so as to determine the campaign strategy. The study proposes to investigate the people perceive what is fashion or unfashion and discover the possible relationship between different factors and the consumers’ willingness toward fashion. These factors include the effects of brand, the influences of mass media and social network, various shopping places. Surprisingly, the different attitude between different genders toward fashion is considered as an essential factor for people to engage in fashion purchasing.

Since 2013, J. Crew has transformed its branding from a print only catalogue to more intricate social media and digital marketing tactics to increase it brands strength. Under its 2013 annual SEC filing, the company’s marketing and advertising strategy focused more on print catalogue, but the following year, J. Crew’s strategy focused on communicating its brand message to customers through websites, catalogues, email marketing, online advertising, and social media. Due to its increase in social media presence, the company has seen a large growth opportunity in Facebook and Pinterest. Its newly focused marketing strategy has resulted in an online audience that is willing to spend twice as the average customer. J. Crew uses Facebook more as an online catalogue to keep its customers and followers informed on new

Since this project began, I have focused on maintaining strong personal and strategic relationships. I am preparing for the large American Society of Health-System Pharmacists - (ASHP) mid-year meeting. This is the largest annual meeting for pharmacy students to network and learn about residency positions across the country. To prepare for this meeting I have updated my social media sites, I have revamped my curriculum vitae and resume, as well as reach out to mentors and preceptors for letters of recommendations. In addition to maintaining my current network, I am also anticipating making several new connections next month at the mid-year meeting.

The essence of my Research Project was to determine the effectiveness of using social media in the fashion industry. It was informed by my interest in social media and fashion. It attempts to analyze the success of social media for emerging brands. The focus of this investigation was further refined by an analysis of the current success of fashion across a range of social media sites. I recognized that my main research would be in the field of marketing because I wanted to see how a different way of advertising is effective. The main researched sources used were interviews and online videos.

Creating a highly differentiated and unique identity in the crowded clothing retailing markets on the Jersey Shore boardwalk takes a combination of one-of-a-kind designs, a strong multichannel selling strategy that includes social media and the Web, and a positive in-store customer experience. Retailing is as much about creating a unique in-store experience as it is about creating a differentiated and defensible market identity online (Piturro, 1999). With the assistance and support from Snooki of the popular MTV Program Jersey Shore, the store is called Snooki's Beach Boutique. The URL for the website is HYPERLINK "http://www.snookiduds.com" www.snookiduds.com and as the show has gained popularity, so has the URL, with an offer of $1,000 for it. The ethics of whether to sell it or not is covered in this analysis's, as are the goals and objectives for the website from a marketing and e-commerce standpoint as well. The role of social media including Facebook, Google+, Twitter and other social networks needs to be included in the market plan as well. As the excellent research completed by Charlene Li and Josh Bernoff on the role of social media in re-vitalizing retailing and leading to effective and profitable multichannel selling strategies needs to also be taken into account in the planning and execution as well (Bernoff, Li, 2008).

The roots of social media stretches further than we can imagine. Although it seems like a new trend, sites like Facebook and Instagram are the outcome of many centuries of social media development. Woman today have noticed and have admitted that their purchasing decisions are highly influenced by social media since gaining access to online, its been even more easier than ever with thousands of online shops, youtube videos and beauty guru’s at the palm of their hands, exploring and buying can be as easy as one tap.

When any consumer likes a Facebook page, monitors a brand via Twitter or relates with a brand's existence on various social media networks like YouTube, Google+ or Twitter, a connection forms between the brand and the customer (Hennig-Thurau, et al., 2010). 19% of customers buy "often," and twenty nine percent of the customers buy “sometimes” due to their bonding with the brand. “There is a definite correlation between a customer liking a brand online and consumer's possibility to buy that brand," according to Social Vibe CMO John Capano. "People often follow brands on social media sites not because they find them adorable but because they want to acquire something," pointed Lieb. All Likes may not be equal (Libai, et al., 2010).

Social media has created and encouraged sociocultural standards of feminine beauty by portraying women in what social media calls the “ideal body type.” The concepts of an ideal body type are unrealistic and unattainable. Most models and actresses that are portrayed in magazines, and on television look to be below a healthy weight. Social media creates a mindset that says, a person can never be “too thin.” This just makes it difficult for any women to feel satisfied with their body. Most of the public who buy magazines and see a fashion show on T.V, are not aware of what the mass media is actually doing. They don’t realize the major negative effects of constantly seeing photoshopped actresses and size 0 models, and labeling these type of women beautiful, while shaming other women who don't fit the mass media’s qualification for “beauty”. The public is not paying enough attention to this problem, which is why it is Be-YOU-tiful’s goal to bring awareness to the public on why having an ideal body type is bad and hurting females

Since social media is so easily accessible to everyone nowadays people don't care to go and grab the latest vogue for inspiration, they will go on their phones and check their instagram, twitter, Facebook or any social media account to see whats trending. In L2's Advanced IQ List, which positions form brands as per their site offerings, online business, computerized advertising and web-based social networking mindfulness, US ladies' dress planner Tory Burch beats understood worldwide extravagance brands, for example, Gucci, Hermes and Chanel. This shows the huge impact the influence of social media can have on the Fashion industry, the world is moving and progressing through social media and those who chose not to utilize this part of technology so widely used, are going to fall behind those who do. People who are very high up in social media have a very big platform to promote and influence others. Nowadays if you have a huge amount of followers you are practically famous with all eyes watching you. Fashion corporations want people who have this huge platform on social media to promote their styles due to the fact people are going to be strongly persuaded to want or to want to look like something if someone they keep up with on social media looks a certain way or wears a certain piece. Fashion trends from all over the world come to meet each other, merge, change and evolve through social media. The concept of the see

My first reaction to this film is to be a bit shocked. I was always taught that social media can be bad for many different reasons but this brought it all to a whole new light. we are essentially not just selling products for companies, but are also selling ourselves in the process. I like the way the film was made. At the beginning it showed the positive side of this whole argument. Even now that I’ve watched the whole thing and associate much more strongly with the negative side of social idea, I can see why another person would disagree with me. We learn about the gains social media can bring a person, like money and products, but more importantly the increasing self-value the person will have. Sadly, this self-value can be artificial and easily lost.

Clearly social media can have a direct impact on consumer purchasing patterns, and it has increased the amount of online shopping for several companies. Authors Chung and Austria examine in their article Social Media Gratification and Attitude towards Social Media marketing Messages, the effect that this phenomenon has had on online shopping value: “According to the “2010 Social Media Report” from ForeSee results, 69% of online shoppers use social media. Fifty-six percent of shoppers indicate that they visit e-retail websites on a social networking site and that website visiting affects consumer purchase intention” (?). Costumers find it convenient to visit a company’s Website after seeing an ad in any popular social networking site. It requires minimal effort form the customer and it signifies an important portion of sales to a company. However, Social Media has not only had a positive financial impact on a company, but as it rapidly grows it has now

Social media is defined as a group of Internet-based applications which build on the platform of Web 2.0 and the contents of these applications can be modified by all users in a participatory and collaborative method (Kaplan and Haenlein, 2010). Social media creates a platform for companies to talk to their customers as a hybrid element of promotion mix. With the emergence of social media, the tools and strategies for companies to connect with customers have also changed (Mangold and Faulds, 2009). To adapt with the emergence of social media in the marketing, companies should have unique insights about these significances (Quan-Haase and Young, 2010). The significances of social media embody three main aspects which are technology, decision-making and purchase behaviors of customers.

Assessing blogs and blogging are some of the most significant topics to understand, but unfortunately the research that exists is inadequate. Very little data is available that shows the impact of blogger’s outreach in the fashion industry, but still there are successful fashion bloggers, who have been successful in establishing effective relationships with fashion consumers. Consumer motivations are of great importance to advertisers or marketers, they use different tools and tactics in attaining these motivations among the consumers, one of those tools is blogging that is commonly used by fashion industry.

Beauty and fashion bloggers tend to review these retailers extremely favorably, usually after partnering with the retailers through so-called “blogger programs” to receive free clothes in exchange for positive reviews and a flattering camera angle while they model their latest clothing haul (Porter). Popular bloggers wearing and promoting the hottest fashions can contribute greatly to increased desirability. According to Nia Porter, author of Racked article “Are High-Fashion Copies Actually Legal,” bloggers with high social media influence (that is, bloggers with a larger-than-average following) that participate in blogger