IMPACT OF SOCIAL MEDIA IN FASHION BRAND MARKETING COMMUNICATION ON PRODUCT QUALITY EVALUATION
Abstract
Fashion is present in everyday life. It may significantly affect the various aspects of work and private life, too. On the other hand, social media have become the venues of exchanging points of views and exposing social status. This is the reason why fashion brands are willing to communicate with their stakeholders via social media. The impact of this channel on relationships with customers is still increasing. The aim of this article is to present the ways of social media usage by fashion brands and their impact on the evaluation of the quality of products from the consumers’ perspective. Many authors treat product and service as unity in marketing science. Therefore, authors of this article decided to adapt the Grönroos model. The article was drawn up on the basis of an analysis of literature studies, reports and exploratory studies (a questionnaire completed by brand).
Keywords:
social media, fashion brands, product quality, marketing communicationDetails
- Issue
- Vol. 4 No. 15 (2015)
- Section
- Research article
- Published
- 2015-12-29
- DOI:
- https://doi.org/10.34808/reme.2015.04.001
- Licencja:
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