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Abstract
Tremendous changes are happening in the world of clothing retail. Internet and social media play vital role in helping consumers find the items they are looking for. Obviously companies will keenly try to retain a strong presence in the social media platforms; otherwise the target audience can easily change suppliers. The present study is intended to explore the influencer marketing techniques used by fashion industries and also the impact of influencers on the consumers buying decision process in fashion industry.
Key words: Social media, Fashion industry, Influencer marketing, consumer buying decision
During the last five years, the spread of social media has further changed buying and selling techniques. With platforms like Facebook, Twitter and YouTube, consumers are able to comment on their experiences with products and companies and to share them with their friends. This has led to the growing need for companies to generate positive customer experiences in order to minimize negative word-of-mouth messages, which would easily be spread within the social media platforms to other, potential customers.
Another form of social media that is very popular with fashion conscious women is blogging. Fashion blogs have grown to be one of the most effective ways of sharing experiences and recommendations over the internet and they are an effective way of marketing products straight to the target customer with low cost. It is not only a place where women go to find specific products to buy, but also a place to roam around and accidentally find something desirable. It can increase the amount of internet store buying, since it can link the user directly to the place of purchase.
The existence of social media and the changes in options has also had a dramatic effect on the buying behavior model that describes the traditional way of purchasing products. Because of social media, they are able to conduct even deeper analysis of companies and to portray their own experiences and opinions to other users, creating a certain type of viral marketing-effect where the message can be spread to thousands of user with a few clicks of the mouse.
Digital marketing
It is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, including mobile phones, display advertising,...