TITLE:
Use of Social Media as an Effective Marketing Tool for Fashion Startups in Saudi Arabia
AUTHORS:
Noran Trad, Maha Abdullah Al Dabbagh
KEYWORDS:
Social Media Marketing, Influencers, Consumer Purchasing Behavior, Fashion Startup, Saudi Arabia
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.8 No.11,
November
27,
2020
ABSTRACT: 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.