Brand values in digital marketing: What do they mean and how can they affect consumers` decisions
Braga, Thamires (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023110628691
https://urn.fi/URN:NBN:fi:amk-2023110628691
Tiivistelmä
The purpose of this study is to demonstrate how social media might affect the present expansion of multinational corporations specializing in the global fashion sector, as well as how raising brand equity ratios and visibility can affect consumer purchasing behaviour and produce successful outcomes.
In the digital world, a brand´s values are the fundamental beliefs and principles that guide its decisions and activities. These are the key traits that a brand wants to be known for since they contribute to the definition of its personality, reputation, and relationships with potential clients. To build a powerful and recognizable brand identity in the fashion industry, attract customers, and differentiate the company from competitors in the digital market, it is essential to have well-defined brand values. It also helps ensure alignment and consistency across all digital touchpoints, which is necessary for maintaining a consistent brand identity and offering a positive customer experience.
Using both quantitative and qualitative methods, the study´s goal was to compare the findings to address the research question, “How does digital marketing affect the fashion industry and the brand values nowadays?”. Through the author´s own Instagram account, an online survey was administered to 101 participants, asking them to select the options that, in their opinion, influence their decision to buy from a fashion brand. Another way to gain a deeper understanding of the subject, and more trustworthy data was through a Zoom interview with a Marketing Assistant. The interview had 8 questions.
The research and results showed that fashion firms need to be aware of how social media may affect their brand values. It can bring both positive and negative results at the same time. The fashion industry may be aware that one of the most crucial methods today is to dominate digital marketing if they want to avoid bankruptcy and establish a strong brand value in the marketplace.
The study´s findings aid individuals and institutions operating in the fashion industry, in comprehending the connection between brand value and its influence on consumer´s decision-making process in the context of digital marketing and the ever-changing fashion sector. These suggestions offer opportunities to further the understanding of the complex relationships that exist in the quickly evolving fashion industry between customer preference, digital marketing, and brand value.
In the digital world, a brand´s values are the fundamental beliefs and principles that guide its decisions and activities. These are the key traits that a brand wants to be known for since they contribute to the definition of its personality, reputation, and relationships with potential clients. To build a powerful and recognizable brand identity in the fashion industry, attract customers, and differentiate the company from competitors in the digital market, it is essential to have well-defined brand values. It also helps ensure alignment and consistency across all digital touchpoints, which is necessary for maintaining a consistent brand identity and offering a positive customer experience.
Using both quantitative and qualitative methods, the study´s goal was to compare the findings to address the research question, “How does digital marketing affect the fashion industry and the brand values nowadays?”. Through the author´s own Instagram account, an online survey was administered to 101 participants, asking them to select the options that, in their opinion, influence their decision to buy from a fashion brand. Another way to gain a deeper understanding of the subject, and more trustworthy data was through a Zoom interview with a Marketing Assistant. The interview had 8 questions.
The research and results showed that fashion firms need to be aware of how social media may affect their brand values. It can bring both positive and negative results at the same time. The fashion industry may be aware that one of the most crucial methods today is to dominate digital marketing if they want to avoid bankruptcy and establish a strong brand value in the marketplace.
The study´s findings aid individuals and institutions operating in the fashion industry, in comprehending the connection between brand value and its influence on consumer´s decision-making process in the context of digital marketing and the ever-changing fashion sector. These suggestions offer opportunities to further the understanding of the complex relationships that exist in the quickly evolving fashion industry between customer preference, digital marketing, and brand value.