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SMEs and social media: A study about how SMEs in the fashion industry should approach social media
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2012 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

Background The rules of marketing are changing all the time and companies have to develop new types of marketing to survive in the hard competition today. Technology has taken marketing in a new direction, where online marketing is the most dynamic and fast-moving field within marketing today. Social media is a part of online marketing that has increased a lot over the past years. Companies in the apparel industry are using social media frequently today as a way to communicate with their customers and are now being able to communicate and reach to their consumers to a much lower cost than ever before. Research Question: - What should a small and medium sized enterprise in the fashion industry consider when approaching social media successfully as a marketing strategy? Method: This thesis is based on a qualitative study with mainly in-depth interviews. We have held interviews with several respondents within our research field but with knowledge in different areas. We believe that this gives an overall perspective to the problem. Purpose: The purpose of this thesis is to increase our knowledge of how social media can be used as a marketing tool by SMEs in the fashion industry. Conclusions in short: Our main conclusion to the research is that to work with social medium in a successful way as a small or medium sized fashion company you need devotion. There is no ”right” way, and the strategy takes time. Everything should be well planned according to the nature of the business and the goals. Furthermore it is important to realize that social media is not focused on creating sales, but instead on building relationships and giving you as a business owner an insight to your customers’ minds.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2012.
Series
Magisteruppsats ; 2012.13.16
Keywords [en]
social media, SMEs, fashion industry, marketing, strategy, facebook, twitter, YouTube, tumblr, fashiolista
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-16792Local ID: 2320/11340OAI: oai:DiVA.org:hb-16792DiVA, id: diva2:1308681
Note
Program: Master in Fashion Management with specialisation in Fashion Marketing and RetailingAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
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