Social media marketing strategy - Case study H&M Hennes & Mauritz

Abstract

The purpose of this thesis is to review the potential contribution of social media channels to H&M fashion brand and subsequently establish evaluation criteria for the application of social media channels to the brand’s marketing strategies. The business field of the company is fashion clothing and retailing. Qualitative research was employed through content research methods and case study method. The study is desktop research using existed content as researching material. This report analyzed the marketing strategies that the company H&M used in two chosen social media channels Facebook and Instagram. The study finds that H&M Facebook page has more number of people who follow and like the page. Instagram has less the number of followers, but it is the channel that has better user’s integration than Facebook. Posts from Instagram receive more interactions in forms of likes and comments on these posts than those from Facebook. The report’s analyzed data are mostly taken from secondary data. The implications of the report can be applied in similar business forms using social media as a method marketing strategy. The paper proposes the brand H&M to encourage more interactions with user-generated content when choosing the image to feature the company’s products.