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Home»Articles»Social Media Communication: Influencer in Apparel Brand Selection

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Asian Journal of Managerial Science (AJMS)

Editor Dr. Tan Fee Yean
Print ISSN : 2249 - 6300
Frequency : Quarterly

Social Media Communication: Influencer in Apparel Brand Selection

Author : Manish Singh Rajput and Shubhangi Walvekar
Volume 7 No.3 October-December 2018 pp 49-53

Abstract

Apparel brands have been utilizing social media marketing to engage with prospects and thereby influencing sales for few years in the past in India. Quality content competitions and automation in social media advertising has discovered many marketing methods to promote a brand on Facebook, Twitter or Instagram and YouTube. Companies are revolutionizing the way they interact with customers by adopting social media as platform that has become an important aspect in marketing mix. The findings presented in this study conclude that social media communication cannot be implemented in isolation without extending it with other forms of traditional advertising channels even though; social media is more effective than some of the traditional advertising channels. Using social media for marketing of apparel brands has gained importance in the success of any effective online marketing campaign coupled with creativity in content, design and unique style to help brand stand out and differentiate from competitors. This research study has concluded that marketers need to focus on directive appearance on social media with interesting, catchy, entertaining, and appealing content as consumer apparel brand selection is dependent on their perception, quality and frequency of social media communication.

Keywords

Social Media Communication, Online Advertising, Apparel Brands, Consumer Perception

Full Text:

References

[1] Ajzen, I., & M. Fishbein. (1980). Understanding Attitudes and Predicting Social Behaviour. Englewood Cliffs, NJ: Prentice Hall.

[2] BidyanandJha & Dr. K.V.A Balaji. (May 2015). Purchase Intention of Apparel Brand: Influence of Social Media and Learning Style, IOSR Journal of Business and Management (IOSR-JBM), 17(5), pp. 49.

[3] Retrieved from https://medium.com/crobox/under-the-influence-the-power-of-social-media-influencers-192571083c3

[4] Retrieved from https://www.meltwater.com/blog/how-5-fashion-brands-use-social-media/

[5] Retrieved from https://nicebrains.com/technology/social-media-marketing-fashion-brands/25/12/2018

[6] Retrieved from https://trackmaven.com/blog/6-reasons-why-fashion-marketing-rules-social-media/ 25/12/2018 8:30pm

[7] Lane, V., & R. Jacobson. (1995, January). Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity. The Journal of Marketing 59(1), 63–77.

[8] Nawaz Ahmad Atif & Salman Rubab Ashiq. The Impact of Social Media on Fashion Industry: Empirical Investigation from Karachiites. Journal of Resources Development and Management, 7, 2015.

[9] Pornpitakpan, C. (2004). The Persuasiveness of Source Credibility: A Critical Review of Five Decades’ Evidence. Journal of Applied Social Psychology, 34(2), 243–281.

[10] Sudha M.Dr. Sheena K. (2017, July-September). Impact of Influencers in Consumer Decision Process: The Fashion Industry, SCMS Journal of Indian Management.

[11] Yang, Shuai Lin, Shan Carlson, Jeffrey & T. Ross, William. (2016). Brand engagement on social media: will firms’ social media efforts influence search engine advertising effectiveness? Journal of Marketing Management, 1-32. 10.1080/0267257X.2016.1143863.

Asian Journal of Managerial Science (AJMS) is a quarterly international peer-reviewed journal of Managerial Science. One of the objectives of this journal is to disseminate knowledge on various research issues connected with the topics include, but are not limited to:

Accounting, Auditing, Banking, Business strategy, Corporate governance, Entrepreneurship, Financial structure, Capital markets, Health economics, Human resources management, Information systems,Innovation management, Insurance, Marketing, Organization, Production and logistics, Risk management, and Taxation.

Apparel brands have been utilizing social media marketing to engage with prospects and thereby influencing sales for few years in the past in India. Quality content competitions and automation in social media advertising has discovered many marketing methods to promote a brand on Facebook, Twitter or Instagram and YouTube. Companies are revolutionizing the way they interact with customers by adopting social media as platform that has become an important aspect in marketing mix. The findings presented in this study conclude that social media communication cannot be implemented in isolation without extending it with other forms of traditional advertising channels even though; social media is more effective than some of the traditional advertising channels. Using social media for marketing of apparel brands has gained importance in the success of any effective online marketing campaign coupled with creativity in content, design and unique style to help brand stand out and differentiate from competitors. This research study has concluded that marketers need to focus on directive appearance on social media with interesting, catchy, entertaining, and appealing content as consumer apparel brand selection is dependent on their perception, quality and frequency of social media communication.

Editor-in-Chief
Dr. Tan Fee Yean
Department of HRM, Universiti Utara Malaysia, Kedah, Malaysia
[email protected]
Editorial Advisory Board
Dr. Aidil Rizal Bin Shahrin
Department of Finance and Banking, University of Malaya, Malaysia
[email protected]
Dr. Amalendu Bhunia
Department of Commerce, University of Kalyani, West Bengal, India
[email protected]
Dr. Ahmad Zahiruddin Bin Yahya
Department of Accountancy, University of Malaya, Malaysia
[email protected]
Dr. Anil Govindrao Suryavanshi
Department of Commerce & Management, The New college, (Shivaji University), Maharashtra, India
[email protected]
Dr. Ong Lin Dar
Department Of Business Strategy And Policy, University of Malaya, Malaysia
[email protected]
Dr.V.Balachandran
Department of Corporate Secretaryship, Alagappa University,Tamil Nadu, India
[email protected]
Dr. Yeong Wai Chung
Department Of Operation and Management Information, University of Malaya, Malaysia
[email protected]
Prof.V.V.Devi Prasad Kotni
Department of Management Studies,GVP College for Degree & PG Courses, Andhra Pradesh, India
[email protected]oo.com
Dr. Quah Chee Heong
Department of Business Strategy and Policy, University of Malaya, Malaysia
[email protected].edu.my
Dr.Subrata Roy
Department of Commerce, Rabindra Mahavidyalaya, West Bengal, India
[email protected]
Dr. Norbani Binti Che Ha
Department of Marketing, University of Malaya, Malaysia
[email protected]
Dr. Tey Lian Seng
Department Of Business Strategy and Policy, University of Malaya,  Malaysia
[email protected]
Dr. Mohammad Nazri Bin Mohd Nor
Department of Business Strategy and Policy, University of Malaya, Malaysia
[email protected]
Dr. Binish Qadri
Research Scholar, Department of Economics, Central University of Kashmir, India
[email protected]
Dr. Khaw Lee Hwei
Department of Finance and Banking, University of Malaya, Malaysia
[email protected]
Dr. V. P. Sriram
Department of Management, Balaji Institute of International Business, Maharashtra, India
[email protected]
Dr. Yusniza Binti Kamarulzaman
Department of Marketing, University of Malaya,  Malaysia
[email protected]
Dr. Kanagi Kanapathy
Department of Operations and Management Information Systems, University of Malaya, Malaysia
[email protected]
Dr. Abd El Salam Mahmoud Abou Kahf
Department of Commerce, Alexandria University, Egypt
[email protected]
Dr. Wong Sek Khin
Department of Business Strategy and Policy, University of Malaya, Malaysia
[email protected]
Dr. Lee Su Teng
Department of Business Strategy and Policy, University of Malaya, Malaysia
[email protected]
Dr. Phoong Seuk Wai
Department of Operation and Management Information System, University of Malaya, Malaysia
[email protected]
Dr. Dennis Palkon
College of Business, Management, Florida Atlantic University
[email protected]

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    Editorial Note

    Editorial Dr. Tan Fee Yean

    Editor-in-Chief
    Dr. Tan Fee Yean
    Department of HRM, Universiti Utara Malaysia, Kedah, Malaysia
    [email protected]
    Editorial Advisory Board
    Dr. Aidil Rizal Bin Shahrin
    Department of Finance and Banking, University of Malaya, Malaysia
    [email protected]
    Dr. Amalendu Bhunia
    Department of Commerce, University of Kalyani, West Bengal, India
    [email protected]
    Dr. Ahmad Zahiruddin Bin Yahya
    Department of Accountancy, University of Malaya, Malaysia
    [email protected]
    Dr. Anil Govindrao Suryavanshi
    Department of Commerce & Management, The New college, (Shivaji University), Maharashtra, India
    [email protected]
    Dr. Ong Lin Dar
    Department Of Business Strategy And Policy, University of Malaya, Malaysia
    [email protected]
    Dr.V.Balachandran
    Department of Corporate Secretaryship, Alagappa University,Tamil Nadu, India
    [email protected]
    Dr. Yeong Wai Chung
    Department Of Operation and Management Information, University of Malaya, Malaysia
    [email protected]
    Prof.V.V.Devi Prasad Kotni
    Department of Management Studies,GVP College for Degree & PG Courses, Andhra Pradesh, India
    [email protected]
    Dr. Quah Chee Heong
    Department of Business Strategy and Policy, University of Malaya, Malaysia
    [email protected].edu.my
    Dr.Subrata Roy
    Department of Commerce, Rabindra Mahavidyalaya, West Bengal, India
    [email protected]
    Dr. Norbani Binti Che Ha
    Department of Marketing, University of Malaya, Malaysia
    [email protected]
    Dr. Tey Lian Seng
    Department Of Business Strategy and Policy, University of Malaya,  Malaysia
    [email protected]
    Dr. Mohammad Nazri Bin Mohd Nor
    Department of Business Strategy and Policy, University of Malaya, Malaysia
    [email protected]
    Dr. Binish Qadri
    Research Scholar, Department of Economics, Central University of Kashmir, India
    [email protected]
    Dr. Khaw Lee Hwei
    Department of Finance and Banking, University of Malaya, Malaysia
    [email protected]
    Dr. V. P. Sriram
    Department of Management, Balaji Institute of International Business, Maharashtra, India
    [email protected]
    Dr. Yusniza Binti Kamarulzaman
    Department of Marketing, University of Malaya,  Malaysia
    [email protected]
    Dr. Kanagi Kanapathy
    Department of Operations and Management Information Systems, University of Malaya, Malaysia
    [email protected]
    Dr. Abd El Salam Mahmoud Abou Kahf
    Department of Commerce, Alexandria University, Egypt
    [email protected]
    Dr. Wong Sek Khin
    Department of Business Strategy and Policy, University of Malaya, Malaysia
    [email protected]
    Dr. Lee Su Teng
    Department of Business Strategy and Policy, University of Malaya, Malaysia
    [email protected]
    Dr. Phoong Seuk Wai
    Department of Operation and Management Information System, University of Malaya, Malaysia
    [email protected]
    Dr. Dennis Palkon
    College of Business, Management, Florida Atlantic University
    [email protected]

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