CW2 Literature Review

Social Media marketing role

in influencing customers’ purchasing
behaviour within UK fashion
retail industry
 Business Research Methods

Table of Contents
1. Research Topic: Introduction .......................................................................................... 3

2. Introducing the opinion on your research topic................................................................. 3

3. Research Aim................................................................................................................. 3

4. Research Questions ....................................................................................................... 3

5. Research Objectives....................................................................................................... 4

6. Research Rationale ........................................................................................................ 4

7. Literature Review............................................................................................................ 4

8. Conclusion ................................................................................................................... 14

9. References................................................................................................................... 15

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1. Research Topic: Introduction

The research will focus on the influence of social media marketing implied by the fashion
industry for gaining the targeted profit margin and increasing awareness of the brand.
Consumers in the competitive market are mainly attracted by the portal of social media
advertisement or marketing for meeting the requirement of the business and reaching a
lucrative point. The discussion will include the usage of social media marketing specifically by
the UK fashion retail industry taking into consideration. With the support of practical illustration
in the discussion, the related topic will be demonstrated and forecasting the power of social
media marketing for meeting the objectives of the business. The most interesting and
impressive fact which will be recognised in the discussion is fashion industry booming up with
the support of social media marketing along with attracting influencers. According to the
current modern scenario it can resolve the issues of traditional marketing method replaced
technical advancement. The sources of marketing campaign can contribute in uplifting the
requirement of the fashion business in the intense competitive market situation.

2. Introducing the opinion on your research topic

The importance of social media marketing has empowered the fashion industry with utmost
satisfaction of the consumers. Additionally, the data which is collected for conducting the
research was from journals and articles which have contributed in providing better information.
As the worth of fashion industry is constantly increasing and making business of millions, it is
important to change the way of conducting marketing methods (Yeo et al. 2022). For
illustration, Instagram, Facebook are generally used for promoting the brands in the market.
As the social media platform is basically and actively used by the young consumers in the
market which facilitate to target them by promoting the product with the support of the social
media platform. It is one of the most important aspect which ne eds to be considered by the
businesses in the economy for boosting the requirement of the fashion industry.

3. Research Aim
To understand the role of Social Media Marketing in influencing customer purchasing
behaviour within the fashion retail industry in the UK.

4. Research Questions
A. What is the history of digital marketing using social media platforms?

B. What is the past, present and forecast future data related to the social media digital
marketing within the fashion industry in the UK?

C. What is the current situation with social media digital marketing within the fashion industry
in the UK?

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D. What are the current challenges with social media digital marketing within the fashion
industry in the UK?

E. What are the future opportunities for social media digital marketing within the fashion
industry in the UK?

5. Research Objectives
A. Examine the history of digital marketing using social media platforms

B. Analyse the past, present and forecast future data related to the social media digital
marketing within the fashion industry in the UK

C. Consider the current situation with social media digital marketing within the fashion industry
in the UK

D. Evaluate the current challenges with social media digital marketing within the fashion
industry in the UK

E. Explore the future opportunities for social media digital marketing within the fashion industry
in the UK

6. Research Rationale
The research is conducted for figuring out the impact of social media marketing and its
importance for boosting the techniques and tools which are implied by the business. The
presence of social media marketing in its current competitive status is consider ed to be quite
impressive method for enhancing the role of business along with its management ( Tourani,
2022). The reason behind conducting the research is to figure out the vital role played by the
fashion industry for meeting the requirement of the business in the changing contemporary
world. Hence, it is academically significant for conducting the research in order to know the
rate of increased rate of opportunities provided by the social media marketing. The research
will also rectify the hindrances which are faced by the retail fashion industry in influencing the
consumers purchasing tactics in the competitive market. Moreover, it will specify the strategies
which are implied by the fashion retail market for managing the business and using it for
creating the aspect of enhancing the business perspective in the market ( Pardo, Pagani and
Savinien, 2022, pp.82-97). Additionally, it enhances the value of the research by appropriately
boosting the influential power of fashion industry with embraced support o f social media
marketing.

7. Literature Review
A. Examine the history of digital marketing using social media platforms

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The history of digital marketing was introduced in the mid of 1990s for improving the modern
way of enhancing business. Specifically, for the fashion industry, the business started to enrol
with digital marketing for creating more opportunities in the growing market. On the same side,
social media platforms have boosted the positive side of enhancing the business (Le and
Aydin, 2022). The implementation of digital marketing has contributed in it is managing the
business more efficiently in the growing comprehending the situation. Additionally, the form of
digital marketing is known as social media marketing or e-marketing which was constantly
increasing the power of management. Based on the situation, it will be described below:

The viable marketing tool:

According to Denisova, (2022), it states that the establishment of digital marketing has
contributed to providing a viable tool of marketing which has become probably the ultimate
importance of the business organisation. If considering the fashion industry, it is considered
the utmost reliability of the business to meet the requirements with the support of so cial media
marketing. Thus, after the establishment of the digital methods for conducting business, it has
collaborated with the management more efficiently. There are many kinds of benefits which
were observed with the method of social media marketing.

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Figure 1

(Denisova, 2022)

Thereby, the graphical presentation which is reflected in the above statement signifies the role
of social media marketing which has uplifted the requirement after the introduction of the digital
marketing process. It has helped in managing the business with profile enrolment for the
businesses operating in the market (Denisova, 2022). For illustration, if the fashion industry
utilises the process of social media marketing, it will be able to create a better opportunity for
the businesses operating in the market. Thus, it can be said that the majority of the businesses
were focusing onto make the process of digital marketing reliable in the marketing situation.

The concept of social media:

Social media has grown its marketing process all across the globe in order to increase the
base of consumers and create a more stable base of business. It is one of the adaptable
methods which is considered by the growing businesses for uplifting their progress in the
market situation by connecting with every corner of the world.

Increasing the worthiness of the business in the growing period:

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As per demonstrated Alwan and Alshurideh, (2022), it states that after the establishment of
digital marketing during the days of traditionally conducting businesses have collaborated
effectively in the market. It makes the process more efficient by making the process more
systematic in nature and creating better opportunities in the forthcoming future. It is one of the
most comprehending ways to conduct business that digital marketing has provided. For
illustration, the way of conducting business for the fashion retail industry has been able to uplift
the requirement with the support of digital or social media platforms. It deliberately focuses on
increasing the marketing set with the help of managing the busine ss efficiently.

B. Analyse the past, present and forecast future data related to social media digital
marketing within the fashion industry in the UK

As per signified Dewi, Herlina and Boetar, (2022), it states the concept of Social Media
Marketing (SMM) has contributed to enhancing and developing the requirement of the
business. Going back to the period when digital marketing was established required a little
time for adjusting to the traditional marketing methods. Slowly and gradually, businesses
adapted to the benefits of social media marketing and presently operate according to the
requirement of the business. On the same side, the requirement of the business will be highly
modified by creating the aspect of betterment in the market situation. Hence, the fashion
industry getting influenced by the support of social media marketing will be stated in the
discussion:

Increment in conducting the fashion industry in the UK presently:

The individual retail fashion industry has got the opportunity for conducting business with
higher standards by applying the method of social media platforms. According to the current
and present scenario, the businesses have been able to retain a higher amount of profit for
the business which is operating in the market. It makes the process more reliable by promoting
the business on different portals of social media which increases consumer awareness and in
return increases the profit margin.

Understanding the consumer’s behaviour in the fashion retail industry:

The consumer’s taste and preferences in the competitive market keep on changing in terms
of taste and preferences for meeting their required demand. With the way of conducting
business in the market, social media and similar platforms are taken into consideration for
creating better opportunities in the competitive area of business (Liu and Henninger, 2022).

Technical enhancement in the business:

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According to (Liu and Henninger, 2022), the future of social media marketing in the
forthcoming future will be totally different according to the industry experts. The augmented
reality (AR) will be transferred into Virtual reality (VR) which will increase the power of social
media marketing in the marketing situation. It will make the business more collaborative with
the marketing methods in the changing environment of business. It is highly expected that the
businesses which are operating in the market will replace entirely the traditional process of
managing the business and so will the individual fashion industry will focus on.

C. Consider the current situation with social media digital marketing within the fashion
industry in the UK

According to (Ismailovich, 2022), the fashion industry in the UK has been able to collaborate
more efficiently with the changing trends in the competitive market. It has contributed to
understating the preferences of the consumers more frequently than before with the support
of social media marketing. According to the statement of the individual fashion industry in the
UK economy, 25.6% of them agree that social media platform is the best portal for enhancing
business the consumer research. There are various benefits which the fashion industry has
gained currently by applying the method which will be described below:

Trend Forecasting:

As per demonstrated Jones, (2022) it signifies the individual fashion industry in the competitive
market has been able to analyse the rending forecast with the support of social media
marketing in the growing market scenario. For illustration, if the business of fashion is able to
understand the requirement of the consumers in the market will be able to make the production
according to the demand and hence promote the same thing with social media marketing. It
will make the process worthy in the market situation for properly analysing the trends in the
market.

Unlocking the potential for success in the fashion industry:

According to Ross, (2022), the UK fashion industry individually will be able to target the
consumers and increase the chances of gaining success in the market situation. As the
fashion perspective in the market is changing along with the production in the market, with the
support of social media marketing, it will be able to create better opportunities for i ndividuals
by attracting consumers.

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Figure 2

(Liu and Henninger, 2022)

The platform "Instagram is highly used by the businesses by 72% in the UK for promoting the
business and increasing the potentially simultaneously in the market. It increases the chances
of making a profit margin effectively and creating success more than the expectations of the
businesses operating in the market (Ross, 2022). Additionally, currently, Facebook is also
used vigorously by up to 69% of the individual fashion industry for promoting their business in
the market situation.

D. Evaluate the current challenges with social media digital marketing within the
fashion industry in the UK

As opinionated by (Scott, 2022), the businesses in the market also have to face the drawback
of social media marketing along with its merits. There are relatively many negative aspects
which impact the power of business in the competitive market and based on the factor certain
issues will be stated in the discussion:

Negative reviews:

It has been faced even many of the established businesses in the economy, due to a certain
manufacturing defect the firms have to face a lot of criticism. For the fashion retail industry, it
is one of the most common problems which is majorly taken into consideration ( Castillo et al.,
2022). For illustration, if any clothing material by any defect is torn or not appropriate according

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to the expectation of the consumers, it impacts the brand image in the competitive market and
might end up losing the consumers in the economy.

Figure 3

(Kolesnyk, 2022)

The graph which is mentioned identifies the UK as the most vulnerable country in terms of
managing the business on social media marketing platforms. This is one of the biggest
drawbacks which is faced by implementing the method of social media as a marketing
process. It is one of the biggest hindrances that the fashion retail industry in the UK is currently
facing in the market (Kolesnyk, 2022). Thus, it is significant to look effectively into the matter.
Due to ample number of malicious applications introduced in the market, it has impacted the
UK country for meeting the requirement of the social media marketing for specifically
promoting the business.

Unable to understand the essence of targeted audiences:

According to Kolesnyk, (2022), in the fashion retail industry which is operating in the market,
it is important to understand the issues of the consumers and boost production according to
the requirement. According to the fashion sense of the UK, English dressing is mostly
preferred and hence businesses also have to focus on this specific method. The fas hion retail
industry with the intention of making more profit margin is getting distracted from the prime
focus of the audience in the market and not appropriately using social media marketing for

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uplifting the business. This is again one of the counted hindrances which are suspected in
business organisations. Therefore, businesses majorly dealing with fashion apparel have to
focus on the targeted audiences to remove the vulnerabilities ( Li et al., 2022).

Not using appropriate media for promotion:

As per the review of (Ibrahim, 2022), there are ample social media marketing methods which
have been introduced in the market in the last few decades. Thus, it has made the scenario
more complicated by managing the business by implementing the r ight platform for promoting
the concerned product among the consumers (Sajane and Gaikwad, 2022 pp.13-22).
Consumers are also facing the issue of getting an accurate review regarding the product
expected to purchase in the market situation. For illustration, if John Lewis does not know
which platform to use for promoting the business will impact the power of managing it
efficiently.

Challenges of social media digital marketing:

According to (Nyagadza, 2022), there are challenges faced while dealing with the effective
digital marketing process. Such as, it becomes quite difficult to understand the targeted
audiences for dealing with the process and creating an effective impact on the business. It is
important to understand the situation while dealing with the consumer-oriented situation and
creating better opportunities.

E. Explore the future opportunities for social media digital marketing within the fashion
industry in the UK

The opportunity for conducting social media marketing in the fast-moving and contemporary
world is higher. It will be able to grab the best possible opportunity such as reaching the global
platform and creating better aspects in the market from the consumer's viewpoint. Hence there
are various opportunities which will be explored and stated below:

Optimistic opportunities can be gained with the support of social media marketing:

As per opinionated by (Adnan and Yahya, 2022), it states the consumers of the individual
fashion industry present in the UK are highly getting attracted to the social media marketing
applied in the business. As the majority of the young consumers are active on social media
platform and businesses in the fashion industry is widely using the scope for growing and
expanding their business. Hence, the business of fashion will be conveniently able to target
their demography and present the product accordingly.

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Figure 4

(Zubanova, Sauer and Ruiz,2022)

The graph which is presented in the discussion reflects the optimistic measures which the
businesses can evaluate in the forthcoming future. For illustration, specifically focusing on the
fashion retail industry will be able to increase the sales and brand awareness in the economy
by 68% and 71% (Zubanova, Sauer and Ruiz, 2022). Thus, with the support of marketing, it
will make the process of creating the aspect of managing the business more accurately in the
future. Social media platforms such as Facebook, and Instagram have been quite important
for marketing methods applied by businesses, hence it will make the process more effective.

Directly connecting with the consumers:

According to Raganato, (2022), the individual fashion industry will be able to connect with the
consumers directly according to their preferences in the changing market condition. It is
extremely significant to directly connect a cordial relationship with the consumers in the
economy. Hence, it is one of the key measures for running the business more successfully in
the market. It creates better opportunities not only on the local but also considering the global
platform. For instance, the targeted consumers specifically, the young consumers will be
targeted in the business world (Kruse and Schultz, 2022).

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Figure 5

(Raganato, 2022)

The graph signifies the preferences of the consumers regarding making purchases from the
market situation which can be easily analysed. With the preferences of the consumers and
directly communicating and connecting with them will mitigate any kind of hindrance coming
in between and convert it into a significant opportunity as per the market situation.

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8. Conclusion
The literature review which has been conducted in the discussion has signified the role of the
fashion retail industry and the consequences of social media marketing. It has shown the
impacts on the fashion industry which are created by the social media marketing in the
competitive market. Moreover, the hindrances which are adversely affecting the fashion
industry along with social media marketing has been described. This has contributed in
understanding the issues which are actually impacting the business even after applying the
modern methods for conducting the business. Additionally, the helpful strategies have also
contributed in uplifting the understating stability as the various ways for managing the fashion
business with association of social media marketing.

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9. References
Adnan, A. and Yahya, A., (2022). THE EFFECT OF REINVENTING POTENTIAL AND

FINANCIAL INDEPENDENCE ON THE ENTREPRENEURS CHARACTER OF

MILLENNIALS THROUGH SOCIAL MEDIA IN THE ERA MARKETING 4.0. MORFAI

JOURNAL, 1(2), pp.323-334.

Alwan, M. and Alshurideh, M., (2022). The effect of digital marketing on purchase intention:
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pp.837-848.

Castillo-Abdul, B., Pérez-Escoda, A. and Núñez-Barriopedro, E., (2022). Promoting social

media engagement via branded content communication: A fashion brands study on
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Denisova, A., (2022). Viral journalism. Strategy, tactics and limitations of the fast spread of
content on social media: Case study of the United Kingdom quality publications. Journalism,
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Dewi, D., Herlina, M. and Boetar, A., (2022). The effect of social media marketing on purchase
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Ibrahim, B., (2022). Social media marketing activities and brand loyalty: A meta-analysis

examination. Journal of Promotion Management, 28(1), pp.60-90.

Ismailovich, A.A., (2022). THE CONCEPTUAL BASIS OF USING DIGITAL MARKETING

TECHNOLOGIES IN DEVELOPMENT OF THE ACTIVITY OF ENTERPRISES. Conferencea,

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Jones, M., (2022). London Couture and the Making of a Fashion Centre. MIT Press.

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Kruse, B. and Schultz, C.D., (2022). Organizational Exit Strategies on Social Media
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Le, K. and Aydin, G., (2022). Impact of the pandemic on social media influencer marketing in
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Li, J., Yu, L., Mei, X. and Feng, X., (2022). Do social media constrain or promote company
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Liu, S. and Henninger, C.E., (2022). Are mass-market digital strategies an oxymoron in the
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