Do social media marketing activities enhance customer equity? A case study of fast-fashion brand Zara

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Journal Title
Journal ISSN
Volume Title
School of Business | Bachelor's thesis
Date
2017
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
48
Series
Abstract
Objectives The main objective of this study was to investigate if social media marketing activities enhance fast-fashion company’s customer equity, by means of a quantitative examination. This was done by identifying the customer equity drivers and furthermore evaluating the influence of perceived social media activities on customer equity and purchase intention. Summary Social media marketing’s usage is increasing within the fashion industry. Social media marketing is more efficient than traditional marketing as it enables companies to communicate with customers as well as gather information to establish a relationship between the brand and the customer. Prior studies that focus on brands operating in luxury fashion and automotive industries have shown that social media marketing activities perceived by consumers influence a brand’s future profits and its brand, value and relationship equity and thus overall, it’s customer equity. To re-examine these relationships in the new industry of fast-fashion, a case study and questionnaire on fast-fashion brand Zara were conducted. The results were found to be significant. Conclusions This study found that concerning fast-fashion industry, particularly the fast-fashion brand Zara, social media marketing activities have a positive influence on brand equity, value equity and relationship equity. Moreover, brand equity, value equity and relationship equity are positively related to purchase intention.
Description
Thesis advisor
Shukla, Paurav
Keywords
marketing, social media, fashion, fashion industry
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Citation