Dissertation Report

Amity School of Business

Social Media as a Marketing Tool with

Regard to Fashion Influencing Culture

By
Jehan Chawla
BBA (Gen.)

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 Introduction to the Study
Amity School of Business

• The growth of social media has been one

of the great phenomena of the 21st
century, and its evolution has affected
virtually every aspect of our lives.
• Social media has transformed the shopping
processes. From research to brand
interactions to actual purchasing
processes, the entire situation has seen a
significant change.
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 Introduction to the Study
Amity School of Business

• An influencer is nobody but an individual

who has a power to somehow menu plate
someone's purchase decision using his
authority, position or even public opinion.
• In its early days, Influencer Marketing
focused on blogs as these were the most
personalized content-platforms at the time.
It’s come a long way since then converting
into having social platform presence.
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 Research Objective Amity School of Business

• To assess How Social Media can be used

as a marketing Tool for Influencing culture
in Fashion?

To Assess
To Examine the To check if
whether
main effects of “Influence
Influencing
Social Media culture” is an
leads to
Marketing effective
Increase in
through technique of
sales as well
Influencers increasing
as engaging
product sales
leads?
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 Research Methodology
Amity School of Business

Usage Of Descriptive
Research

A Sample Size of
Hundred
Individuals subdivided
into
Two groups.
Group A (aged 18-28)
Group B(aged 29 &
above)

Usage Of Stratified
Sampling 5
 Literature Review Amity School of Business

Title of the Researcher Findings

Research and Year
The emergence of new Porter, 2001 How the Internet and social
information and networks, has changed
communication technologies market dynamics,
threatening the competitive
positions of firms

Power to Consumer through Urban, 2005 How the advent of Social

Social Media Media has provided power
to an existing user through
Increase in Choices offered

The Change in Consumer Alborz, Ramos, & Hervas, The Internet- and online-based
Online Consumer Habits 2008 social media have changed
consumer consumption habits
by providing consumers with
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new ways of looking for,
 Literature Review Amity School of Business

Title of the Researcher Findings

Research and Year
The Advent of Internet Thomas, 2007 How developments influence
Marketing how marketers operate and
affect marketing practices in
terms of both strategy and
tactics by presenting marketers
with new challenges and difficult
choices
The Elements of Social Mangold and Faulds, 2009 How Social media enables firms
Media Marketing to communicate with their
customers and also allows
customers to communicate with
each other

The Change in Marketing Jackson, 2011 How Communications between

Communication firms and their customers help
build brand loyalty beyond
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traditional methods
 Literature Review Amity School of Business

Title of the Researcher Findings

Research and Year
The Art Of Internet Thomas, 2007 How developments influence
Promotion how marketers operate and
affect marketing practices in
terms of both strategy and
tactics by presenting marketers
with new challenges and difficult
choices
The Elements of Social Guleviciute ,2010 Convenience, simplicity and a
Media Marketing better price are the key factors
which influence consumers to
shop online.

Understanding purchase Muda at el, 2006 It noticed that Gen Z in

Decision Of Gen Y Malaysia buys more from
Facebook and Instagram online
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retailers.
 Findings and Analysis Amity School of Business

• Between the two ages or subsequent age groups of 19-28-year-old millennials

and over above 28-year-old individuals; Influencing culture application is more
prevalent in the younger Group A.

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 Conclusion Amity School of Business

• With the multitude of content ideas, building relationships with

influencers is vital for the future of your business and your
community -- as influencer marketing is here to stay.
• Influencers are incredibly skilled in content creation and
understand the platforms thoroughly; making it easier for brands
to let go of the reins so that influencers can produce content for
any of the brands' goals and intent.
• Content drives our daily consumption and purchasing decisions.
For marketers to succeed, they will need to understand the social
media climate and trends.
• The future of influencer marketing is all about the collective.
Instead of individuals, marketers may begin to group influencers
based on whom they are associated with.

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 Implications Amity School of Business

• The future of influencer marketing is getting

brighter courtesy of emerging technologies.
Augmented Reality (AR) and Virtual Reality
(VR) will become part of the larger bandwagon
that drives influencer marketing. Augmented
Reality is a superimposition of digital data and
objects into a real-time camera view of a live
environment. Virtual Reality and AR will actually
improve influencer marketing going into the
future.

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 Implications Amity School of Business

• As technology advances, we expect to see new trends in

Influencer Marketing. In any new technological
advancement, the early adopters are, of course, more
advantaged. Therefore, there is a need for businesses to
keenly study how the current marketing strategies are
evolving to make sure they are the first to take on the new
trends
• As influencer marketing becomes popular among brands,
there is a high likelihood that technology will enable single
sourcing. This will be enabled by the ability to use emerging
technologies such as AI as a means for measuring
influencer data and relating it to consumer needs.

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Amity School of Business

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