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An investigation of the relationship between social media marketing and brand equity for fashion brands and the sustainability thereof

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dc.contributor.author Smith, Chelsea Leigh
dc.date.accessioned 2018-06-25T13:45:05Z
dc.date.available 2018-06-25T13:45:05Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/11622/265
dc.description.abstract Social Media Marketing (SMM) can be defined as a means through which individuals can engage with firms and brands through social media sites. Fashion brands are moving towards social media platforms in order to effectively market to consumers. However, it is difficult to measure the effect that Social Media Marketing has on brand equity. Brand equity is made up of underlying constructs namely; brand engagement, brand awareness and brand loyalty. Furthermore, the sustainability of Social Media Marketing has not been explored, presenting a gap in literature. For these reasons, this study aims to investigate the extent to which Social Media Marketing affects brand equity for fashion brands. An experimental method was used, whereby 60 participants aged 19 to 25 were randomly divided into control and experimental groups and were asked to complete a questionnaire, in order to investigate the influence that Social Media Marketing has on brand equity. Interviews were conducted with two marketing experts who have worked or are currently working in the fashion industry, in order to determine whether Social Media Marketing is sustainable. Findings from the study suggest that Social Media Marketing has a positive influence on brand equity. Each construct was evaluated and it was found that Social Media Marketing has a positive influence on brand awareness, brand engagement and brand loyalty. It was also found that Social Media Marketing is sustainable. These findings will enlighten fashion brands as Social Media Marketing will continue to be a relevant marketing tool in strategies in order to achieve marketing goals. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Social Media en_US
dc.subject Social Media, Marketing en_US
dc.subject Fashion Brands en_US
dc.subject Brands en_US
dc.subject Branding en_US
dc.subject Brand Awareness en_US
dc.subject Brand Engagement en_US
dc.subject Brand Loyalty en_US
dc.subject Brand Equity en_US
dc.title An investigation of the relationship between social media marketing and brand equity for fashion brands and the sustainability thereof en_US
dc.type Thesis en_US


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