Is Social Networking Media Marketing Really a Next Big Thing in Developing the Brand Equity of Clothing Products?

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ACKNOWLEDGEMENTS

This dissertation is an opportunity for me to extend my regards to my research supervisor, my beloved friends, and my family for their untiring support that they furnished throughout my research. I am grateful to them for their belief in me and the guidance that they provided me without which I would have never been able to work on and complete this research. It also signifies my own views and does not closely relate to the university.

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DECLARATION

I, (), would like to declare that all contents included in this study stand for my individual work without any aid, and this proposal has not been submitted for any examination at academic as well as professional level, previously. It is also represents my very own views and not essentially those that are associated with other university.

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ACKNOWLEDGEMENTSii

DECLARATIONiii

CHAPTER 1: INTRODUCTION2

Background of the Study2

Problem Statement2

Purpose of the Study5

Significance of the Study5

Aims and Objectives6

Research Questions6

Definition of Terms7

Social Media Marketing7

Brand Equity7

Traditional Marketing7

Outline of the Study7

CHAPTER 2: LITERATURE REVIEW9

Significances of Social Media Marketing in Business9

Social Networking Media and Clothing Industry10

Social Networking Websites and Brand Equity12

Social Networking Media Marketing and Its Impact on Buyers' Behaviours14

Effective Marketing Tools for Online Selling of Clothes16

Social Networking Media Marketing: Facts and Controversies17

Online Shopping and Fashion18

Comparison between Conventional and Social Networking Media Marketing19

CHAPTER 3: METHODOLOGY21

Introduction21

Research Design22

Rationale for Selecting Qualitative Method23

Research Method23

Data Collection24

Research Instrument25

Validity & Reliability25

Interviews26

Ethical Considerations26

Chapter Summary27

CHAPTER 04: DISCUSSION AND ANALYSIS28

Questionnaire Analysis28

Interview Analysis43

CHAPTER 5: CONCLUSION45

Recommendations48

REFERENCES49

APPENDICES54

Appendix A54

Appendix B57

CHAPTER 1: INTRODUCTION

Background of the Study

In the contemporary global consumer environment, the general population has become highly influenced by the internet based consumer products market. The substantial advancements in the field of technology and the ease of availability of high tech personal use devices have radically changed the consumer behaviours throughout the global market (McCormick & Livett, 2012). The internet has emerged as the most penetrating and influential form of advertisement medium as majority of the population n the developed markets have an active web based social life (Goldsmith & Flynn, 2004). In this context the popular social websites such as Twitter, Facebook, YouTube and etc, have a diverse and global membership base; helping them become the ideal advertising platforms for the modern consumer market. As the trend of online buying is increasing throughout the global business environment, the effectiveness of social media marketing tools in the brand equity development of consumer products is also enhancing (Kim & Kim, 2004). The clothing industry has benefited immensely from the social media based branding initiatives, as the global market is moving towards the online purchasing trend.

Problem Statement

According to Keller (2003) social media is appearing as the next big thing since, in today's business world different brands are continuously fighting for the attention of customers and thus, high scores are provoking marketing executives and managers to adopt the social media marketing channels in order to engage with their customers for achieving the success, but still ...