The impact of social media on fashion marketing in our country - Economicus

By, Prof. Dr. Kreshnik BELLO, Dr. Aurela BRAHOLLI, Prof. Asoc. Dr. Irina CANCO, PhD. (c) Ina KEÇI, Flori GJONAJ

Abstract
Today, social networks have become inseparable from business, with many companies using them to sell products and services. Each social network has its own characteristics and marketing tools, among which each company chooses, for the promotion and sale of the products and services it offers. In the case of fashion products, they are the social networks that have in their focus image promotion. Purpose: The problem studied in this paper deals with issues related to the degree of interaction between social media and fashion products. Social media is the medium where most consumers are found. In other words, we have a relationship between fashion products and the location of consumers, which is also the most important point of the problem addressed in this paper. This paper aims to highlight the role of social networks in the marketing of fashion products. Methodology: Some of the methodological elements used in this study are the questionnaire is the research instrument; 284 respondents is the sample used; the EXCEL program is used to process the data. Findings: Some of the most important findings of the study are Instagram is the most connected to, social network; the frequency of surfing the Internet is about 2 hours a day; advertisements for social networks, are frequently encountered by respondents; etc. Value: This study is important because it serves as a guidance tool to managers, marketers, and researchers, by showing the role social media plays in the promotion and sale of fashion products.
Key words: fashion products, social networks, digital marketing, consumer
purchasing decisions.

https://doi.org/10.58944/zojl5058