The Relationship between Visual Social Marketing and Customer Loyalty from the Perspective of Fast Fashion Consumers. Case Company: Gina Tricot.
Phung, Le Phuong Anh (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019091318470
https://urn.fi/URN:NBN:fi:amk-2019091318470
Tiivistelmä
Social media is no longer an isolated concept for fashion companies. Almost all apparel retailers from big to small now occupy at least one social media account to endorse their brand and interact with consumers at the same time. A challenge now emerges among fashion brands which is how to successfully manage their social network channel to captivate customers and keep them coming back. With the gradually growing interest of users in visual content as well as the support of digital improvement, companies who become the pioneer in visual social marketing are likely to become the market leader as well.
This report will measure the importance of visual content in social media marketing and the influences it exerts on customer loyalty within the fast fashion industry. The study encloses the Swedish fast fashion chain Gina Tricot to understand its current performance on Instagram as well as to bring new suggestions for improvement.
The research method of this study was quantitative research. In order to identify the attitude and opinion of consumers towards visual social marketing, a survey was conducted as it best suited the capability of the researcher and served the convenience of the respondents. A total of 75 individuals participated in the questionnaire within four weeks from July to August 2019.
The results of the thesis reveal that visual content marketing effectiveness makes a positive impact on customer loyalty in fast fashion. Apparel consumers consider original and quality visual elements of social media as highly compelling content for their informational value. As the preferred visual content is shared on social media, it is highly likely for users to generate meaningful conversations with the brand that results in customer loyalty. The findings provide the case company with insights that can be assessed to construct an engaging social media marketing plan by optimizing visual content.
This report will measure the importance of visual content in social media marketing and the influences it exerts on customer loyalty within the fast fashion industry. The study encloses the Swedish fast fashion chain Gina Tricot to understand its current performance on Instagram as well as to bring new suggestions for improvement.
The research method of this study was quantitative research. In order to identify the attitude and opinion of consumers towards visual social marketing, a survey was conducted as it best suited the capability of the researcher and served the convenience of the respondents. A total of 75 individuals participated in the questionnaire within four weeks from July to August 2019.
The results of the thesis reveal that visual content marketing effectiveness makes a positive impact on customer loyalty in fast fashion. Apparel consumers consider original and quality visual elements of social media as highly compelling content for their informational value. As the preferred visual content is shared on social media, it is highly likely for users to generate meaningful conversations with the brand that results in customer loyalty. The findings provide the case company with insights that can be assessed to construct an engaging social media marketing plan by optimizing visual content.