The Effect of Social Media Advertising on the Promotion of Fashion Brands: The Case of Fashion Nova
DOI:
https://doi.org/10.54097/60phtg98Keywords:
Digital Media Advertising, KOL Collaboration, User-Generated Content.Abstract
Social media advertising has showed as an important tool for fashion brand promotion with the advent of digital technology. In this study, Fashion Nova is used as a case study to investigate the impact of advertising in digital media on a fashion brand. The study consists a literature review and a case study. The aim is to examine the impact of social media advertising of brand image and market performance. Fashion Nova has increased brand awareness and consumer loyalty through the social media related strategies, including forming collaborations with key opinion leaders (KOLs) and integrating user-generated content (UGC). The results of the study show that Fashion Nova has rapidly grown its market share through the multi-platform social media advertising strategy. The particular success was among the younger demographics. The findings of the study emphasize the need for fashion brands to adopt a flexible approach to leveraging social media platforms. Combining Key Opinion Leaders (KOLs) and User Generated Content (UGC) in order to increase consumer loyalty. This study provides a theoretical framework and practical guidance for brands to develop digital promotion strategies.
Downloads
References
[1] Lamberton C, Stephen AT. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of marketing, 2016, 80(6); 146-172.
[2] Vveinhardt J. et al. Effectiveness of online digital media advertising as a strategic tool for building brand sustainability: Evidence from FMCGs and services sectors of Pakistan. Sustainability, 2019, 11(12): 3436.
[3] Smith J. The rise of fast fashion: A case study of Fashion Nova. New York: Fashion Retail Insights, 2020.
[4] Growjo. Fashion Nova Company Overview and Annual Revenue. 2023, 2024/9/27, Available at: https://www.growjo.com/company/Fashion_Nova.
[5] ECDB. Fashion Nova eCommerce Revenue. 2023, 2024/9/27, Available at: https://ecommercedb.com/store/fashionnova.com.
[6] Smith A, Johnson M. The role of influencers in shaping consumer perceptions of fashion brands. Journal of Fashion Marketing and Management, 2020, 24(3): 245-261.
[7] Barker S, Page N. Influencer marketing in the fashion industry: Strategies and challenges. Fashion Studies Journal, 2019, 7(2): 88-106.
[8] Park S, Lee H. The impact of user-generated content on consumer engagement: evidence from fashion brands. International Journal of Advertising, 2019, 38(4): 623-647.
[9] Li Z, Wang P. The role of user-generated content in enhancing brand loyalty: a fashion brand perspective. Journal of Consumer Behavior, 2018, 17(3): 245-263.
[10] Garcia M, Gentry R. Social media marketing and brand equity in the fashion industry. Journal of Interactive Marketing, 2018, 44: 153-171.
[11] Liu DY. Analysis of the application effects of new media advertising on social media platforms. Electronic Communication and Computer Science, 2024, 6(6): 115-117.
[12] Yuan HY, Ning SY. A brief analysis of daniel wellington's weibo brand communication strategy and its effects. Business, 2015, (51): 168-168.
[13] Kim J, Song Y. The interaction effects of influencer endorsements and user-generated content on consumer trust in brands. Journal of Business Research, 2020, 112: 202-214.
[14] Thompson L, Lee J. UGC and Influencer Collaborations: An integrated model for fashion brands. Journal of Marketing Research, 2020, 57(4): 519-531.
Downloads
Published
Conference Proceedings Volume
Section
License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.