SOCIAL MEDIA MARKETING INFLUENCE ON BRAND EQUITY AND IMPACT ON INTENTION TO BUY IN FASHION MARKETING


Keywords: SMM, fashion industry, brand equity, purchase intention.

Abstract

Topicality. Social media and web technologies allow customers to interact and communicate. Companies use social networks to promote their brand information. with the use of technologies Web 2.0 and later companies radically changed marketing processes and switched from interacting with groups of anonymous consumers to targeted interaction with specific consumers, for which it is possible to collect data about advantages, preferences, other purchases, interests and circles of communication. Big brands tend to connect with their customers through social media channels. Social networking sites such as Facebook, Twitter and MySpace, etc., have a significant impact on the lives of customers and their consumer and information experiences. Social media has a direct impact on how people communicate, exchange information, maintain their profiles, and establish relationships with others. Fashion industry is an important and growing element of modern consumer markets. As competition among fashion brands becomes more intense, offering many alternatives to customers, brand prosperity no longer seems to be guaranteed. The importance of managing clients as valuable assets of brands is no longer underlined. In this regard, it is of interest to explore the use of social media marketing tools (SMM) by fashion industry companies.
Aim and tasks. The purpose of the article is to describe the peculiarities of using SMM tools industry companies to implement marketing policies by creating and developing brand capital and intent to purchase.
Research results. The conceptual principles and purposes of using marketing of social networks for companies of the fashion industry are considered. On the basis of the analysis, it was established that, firstly, SMM activities of fashion brands include five elements; entertainment, interaction, tendency, adjustment and publicity (word of mouth). SMM branding, relies on and promotes values that are different from those of traditional marketing. Second, SMM's customer-perceived activity is important for all brand capital drivers. Since these measures for trendy brands are valid for all engines, they are quite effective. As an integrated marketing environment, SMM's activity effectively increases value capital by providing customers with a new value that is traditionally not available on ordinary media channels. The platforms of social media brands provide customers with the opportunity to establish sincere and friendly links with the brand and other users, so the brand's on-the-go social communications have had a positive impact on equity and equity of the brand.
Conclusions. In comparing the influence of three customer equity drivers on purchase intention, value equity, and brand equity, this study found significant positive impacts. The findings of this study not only draw attention to the definition of brand equity capital but also point to opportunities and difficulties in determining future customer behavior. The conceptual foundations, mechanisms, tools and practice of applying SMM are the subject and prospects for further research in this direction.

Author Biographies

Y. V. ROBUL

PhD. Phys.-Math. Sciences, Assoc.professor,
Odesa National University by I.I. Mechnikov,
24/26 Frantsuzkyy Blvd., Odesa, 65058, Ukraine

Y. L. HRINCHENKO

PhD. Econ. Sciences, Assoc.professor,
Odesa National University by I.I. Mechnikov,
24/26 Frantsuzkyy Blvd., Odesa, 65058, Ukraine

L.M. ZALUBINSKA

PhD. Phys. Sciences, Assoc. professor,
Chair of marketing and business administration
Odesa National University by I.I. Mechnikov,
Frantsuzkyi boulevard, 24/26, Odesa, Ukraine, 65044

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Published
2019-03-20
How to Cite
ROBUL, Y. V., HRINCHENKO, Y. L., & ZALUBINSKA, L. (2019). SOCIAL MEDIA MARKETING INFLUENCE ON BRAND EQUITY AND IMPACT ON INTENTION TO BUY IN FASHION MARKETING. Economic Innovations, 21(1(70), 146-159. https://doi.org/https://doi.org/10.31520/ei.2019.21.1(70).146-159