文章基本信息

标题：Use of Social Media as an Effective Marketing Tool for Fashion Startups in Saudi Arabia
本地全文：下载
作者：Noran Trad ; Maha Abdullah Al Dabbagh
期刊名称：Open Journal of Social Sciences
印刷版ISSN：2327-5952
电子版ISSN：2327-5960
出版年度：2020
卷号：08
期号：11
页码：319-332
DOI：10.4236/jss.2020.811029
语种：English
出版社：Scientific Research Publishing
摘要：In Saudi Arabia, the social media has encouraged and facilitated promotion and creation of various business, resulting in the development of many startup fashion businesses on platforms such as Instagram and Facebook. However, current literature does not offer an in-depth analysis to this topic and the potential of this digital market. Therefore, the following research covers the topic of effect of social media fashion marketing for startup fashion brands in Saudi Arabia. Utilizing many scientific articles on social media marketing and general literature on fashion marketing, this research aims to improve the understanding of the benefits of use of social media as an effective marketing tool for fashion startups by means of examining existing knowledge on social media marketing, and explains how fashion startups can use social media to benefit their businesses. It tries to familiarize targeted audience, including potential fashion startup entrepreneurs, with many concepts and strategies related to social media marketing such as content marketing, consumer engagement, impact of influencers, user generated content, consumer purchasing behavior of fashion brands.
关键词：Social Media Marketing;Influencers;Consumer Purchasing Behavior;Fashion Startup;Saudi Arabia