Riassunto analitico
Social Media Marketing currently represents a key growing factor and, in a saturated market like the one characterizing fashion industry, standing out has become an everyday challenge for the majority of companies.
Now that consumers, and especially the younger generation, use social media on a daily basis, fashion brands are taking advantage of the many possibilities offered by digital platforms to develop their image. Instagram is the most important one and the majority of fashion companies are now focusing on developing an effective visual communication strategy to catch consumers’ attention.
Employing social media influencers, a character that has recently emerged as a fundamental element of the social media marketing strategy, has become a way to achieve popularity from a more trustable and genuine point of view. As a consequence, the analysis will take into consideration three small companies into the Italian fashion system that have gained popularity thanks to the Instagram platform and the use of influencer marketing, and that were able to grow just exploiting their social presence. Starting from different theoretical aspects, an in-depth comparison of the Instagram pages will be developed. Moreover, the investigation will focus on the consequences on brand consciousness, customer satisfaction, quality evaluation and buying behavior."
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Abstract
Social Media Marketing currently represents a key growing factor and, in a saturated market like the one characterizing fashion industry, standing out has became an everyday challenge for the majority of companies.
Now that consumers, and especially the younger generation, use social media on a daily basis, fashion brands are taking advantage of the many possibilities offered by digital platforms to develop their image. Instagram is the most important one and the majority of fashion companies are now focusing on developing an effective visual communication strategy to catch consumers’ attention.
Implying social media influencers, a character that has recently emerged as a fundamental element of the social media marketing strategy, has become a way to achieve popularity from a more trustable and genuine point of view. As a consequence, the analysis will take into consideration three small companies into the Italian fashion system that have gained popularity thanks to the Instagram platform and the use of influencer marketing, and that were able to grow just exploiting their social presence. Analyzing different theoretical aspects, an in-depth comparison of the Instagram pages will be developed together with an investigation about the consequences on brand consciousness, customer satisfaction, quality evaluation and buying behavior.
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