The omnipresence of online social networks in today’s world has reversed the traditional ‘push-pull’ marketing model that fashion retailers were previously accustomed too. Social networks have prominently impacted the fashion industry by creating a two-way interactivity between companies and consumers and enabling brands to reach customers on a global level at a minimal cost (Lee, 2009). Blogs, virtual communities and online social networking sites have empowered ‘regular’ people from all over the world by providing them with a voice that has the potential to impact other millions of consumers’ purchase decisions (Mangold & Faulds, 2009). According to a recent report by the Search Engine Journal, 72% of all Internet users now connect through social media, with 23% of facebook users accessing their page at least five times a day (Jones, 2014). This reflects the prominent place social media has taken in people’s daily lives, hence explaining why 86% of marketers in 2013 indicated placing a very high value on social media for their business (Stelzner, 2013). According to Nielson, a leading global information and measurement company, approximately 46% of online users count on social media when making a purchase decision (Nielson, 2013). As a matter of fact, one-third of shoppers surveyed in a study by the Advertising Research Foundation (ARF) revealed that a brand or product was discovered through social media and that the later influenced their opinions during the buying process (Quinn, 2013) and 72% of consumers trust online recommendations as much as real-world personal recommendations (Olenski, 2012).
Despite the statistics and undeniable mounting presence of social media in consumers’ lives, academic research to this date has on...
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...he Harvard Business Review, 53% of consumers on Twitter recommend companies or products in their tweets (Allen, 2013). It was additionally found that 87% of online fashion conversation takes place on Twitter (Bloom, 2013). Instagram has been chosen because of its recent emergence and surging popularity. After growing at an exponential rate since its creation in 2010, Instagram with 90 million monthly users eagerly sharing photos, has led to social media conversations increasingly shifting from text to pictures (Bayless, 2013). Lastly, fashion blogs were chosen because the number of women who read blogs on a daily basis has grown 300% in the past four year and 44% of women claim that their the favorite bloggers influence their purchase decision (Olenski, 2012). It is also of a special interest to the author of this thesis, who actively follows multiple fashion blogs.
60% of US consumers discover new brands or product through social media, 59 percent use social media to learn about unfamiliar brands or products, 46% are strongly influenced in their purchase decisions by opinions in social media 39% refer to social media before making purchase decisions.
Social media is at the core of many marketing plans for corporations in the United States and world-wide. One of these companies at the forefront of social media use is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and potential customers in a real time online environment is crucial to the bank / customer conversation and reinforcing the company’s place in a customer’s mind as the entity that they want to do business with (Wells Fargo Bank, 2014). This case study will discuss the current status of Wells Fargo’s use of social media as a means to building their customer base. Additionally, historical information on the process of the marketing move to social media will be presented and the development of the roles that are involved in this marketing strategy will be discussed. The impacts to the public sphere and society at large will play into the discourse of the social media topic and finally, the underlying theories will be discussed as they pertain to Wells Fargo and social media.
All major fashion companies have social media icons on their website, which informs customers that the company has a social media presence as well. Their social media platforms also inform customers about the presence of the website, which helps promoting both mediums through each other. All the latest trends and updates are published on the website so that customers are updated with the latest products and fashion trends, which can lead to loyal customers and eventually lead to higher and constant sales. There are many ways to promote products and discount offers on the website, but the public has to be informed about
Since the dawn of the Internet and blogs, online publishing and content has driven the need for websites where authors and brands are mentioned. Companies understand that potential customers must be exposed multiple times to advertising before it fosters subconscious recognition or positive feelings for the brand. It’s the same for any online presence and for authors. Networking Since guest blogs are shared across social media channels, content spurs conversations via comments and email, which results in great networking opportunities or even sales.
Social media has a big role in our perception of brands in today’s world. The two companies have both attempted to integrate social media in their continued attempts to one up their competitor. Google has made attempts to cr...
Larson & Watson (2011) define social media as “the set of connectivity-enabled applications that facilitate interaction and the co-creation, exchange, and publication of information among firms and their networked communities of customers.” The use of social media has been on the rise for many years. Social media has shifted web towards “user-driven technologies such as blogs, social networks and video-sharing platforms” (Smith, 2009, p.1). Different social media platforms include Facebook, MySpace, YouTube, Twitter, Instagram, and more. The shift to social media means that user generated content more often than not dominates what is on the web (Smith, 2009, p. 1). It also means that web content will be driven by the consumer.
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
The writer finds social media is important in her current organization, Modern Business Concepts, Incorporated (MBC). With small business organizations such as hers, social media is important in spreading information on who the company is and what they do. Also as a business-to-business sales and marketing company, spreading the word is important in gaining customers and potential employees. Ucok (2014) uses research and experiments to prove how social media is essential to marketing. These platforms were essential in Ucok’s research, resulting in higher response with marketing campaigns proving “the importance of social media in marketing strategy and communication” (Ucock, 2014, p. 95).
In today’s world where technology is driven, social networking sites have become an avenue where retailers can outstretch their marketing campaigns to an expansive range of consumers. In social media, certain consumers have louder voices and reach either much niche or wider audiences than others. These people are called “digital influencers.” Influencers perform a growing and monumental part in word-of-mouth marketing. More and more marketers are involving and immersing them for different campaigns. One of the most popular advertising channels is Influencer marketing, and rightfully so, as 94% of those who used influencer marketing (Hein, 2016) believe it’s a potent strategy. It’s so popular
This method is used to “gain mutual understanding and find a win-win common ground” between brand and consumers, and develop a more long-term relationship beyond just sales (Straubhaar, 300). From Facebook posts and Tweets to Youtube videos, each channel offers a distinct venue for brands to share its content with consumers on platforms they frequent. Each of these social channels help develop the brand’s overall aesthetic and personality, giving consumers a more personal connection with the brand. In return, social media provides consumers with the ability to engage directly with the brands they take interest in, 24/7. Consumers can “favorite” or “like”, share, and post comments on brand posts which can increase brand awareness and spread their message. PR teams have taken advantage of the move from “business hours
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
Social media around the globe have created a new place of communication and interaction among people and organizations. Social media have given plenty of opportunities to the customers and organizations in adapting different aspects in life. Social networks such as Facebook, Tweeter and Instagram have played a significant role in expanding consumers’ online purchases. People use social media to share their information, advice, warning, reviews, experiences, or any sort of information that are interesting to their “connection” or friends. This can have impact on peoples’ behavior in terms of communication and purchasing. Most of the studies revealed that people used social media information as the guideline for their future purchase. Marketers
Thevenot has stated that, “blogging has become one of the most popular social media and networking tools.” Although there are many blog styles, I am concerned with looking at blogs specifically within the fashion industry, and how high-end fashion designers and reputable brands are turning to social media channels to not only inform, but also increase their consumer base through brand exposure. Newly emerging as this visual industry’s most trusted influencers, fashion bloggers provide for a means for designers to not only show, but also inform, a larger, global audience of their brand and their products.
Bloggers, in particular, are a rising popularity. Market research has shown that more consumers tend to look up on reviews before making purchasing decisions. Companies can choose to ride on the rising popularity of bloggers, as sponsored reviews from bloggers are generally not as pricey as “engaging an internationally renowned celebrity as an endorser” (Euromonitor International, 2014). Also, it is noted that the review of a blogger will send a more reliable message, as compared to one in the mainstream media (Khan-Gordon, A., 2007). As technology advances forward, companies have also begun to interact with their consumers through these means (i.e. Facebook, blogs, websites with beauty advice or apps for smart phones) in attempt to increase profits (Kopaciuk, A., & Koboda, M., 2013, cited from In-cosmetics, 2010). Furthermore, probe into consumers’ behaviors have shown an increase on purchases made over the Internet. This substantiates the fact that the Internet plays an important role in the consumers’ decision-making process (Kopaciuk, A., & Koboda, M., 2013). Additionally, the benefits of maintaining consumer relationships through the use of Internet can positively affect the company on the long run. It helps to garner honest feedbacks, and can lead consumers into being “loyal” to the brand that is willing to
For the past few years, we had been witnessing the social revolution of fashion trends. Social media played an important role in the establishment of fashion industry worldwide. Online fashion websites update their sites trendy clothing and accessories what a person keenly wants in their wardrobe. Social media marketers has boosted the sites with attractive content, headings, captions, model images and so on. Actually, the retail textile shops are retiring from the scene of fashion trends.