Role of Social Media Presence for Thriving in and Improvement of Brand Awareness in the Fashion Industry of Sweden

Sammanfattning: Purpose: The purpose of this study was to examine the role of social media presence in thriving in and increasing brand awareness in the fashion retail industry of Sweden. The study investigates how social media usage affects brand awareness in the fashion industry of Sweden. The study also explored how respondents’ demographics influence the retail fashion brands' awareness campaigns/programs using various social media platforms in the fashion industry of Sweden. Method: This study has used exploratory research to examine the role of social media presence in increasing brand awareness in the Swedish fashion industry. The study used a qualitative method involving semi-structured interviews with the marketing, communication, and social media experts from the fashion retail brands of Sweden. The Swedish retail fashion industry was chosen as it is known for its minimalistic, functionality, and clean lines. The sampled retail fashion brands are chosen due to the nearby geographical presence of the researcher’s locality. Another factor that focused to interview the marketing, communication, and social media experts of these retail businesses was that they handle most of the social media activities within their businesses. Research findings: The study, through interviews with the digital marketers and social media experts of these brands as well as a review of related literature, concluded that social media marketing has a significant influence on fashion retail companies' efforts to build brand awareness. These retail businesses have benefited in terms of strong brand awareness, whether it be by simply having a social media platform presence or investing in social media paid ads. Most interviewees claimed to have seen an uptick in sales, and unquestionably a rise in customer interest. The study further concluded that demographics play a vital role in the brands' awareness campaigns/programs using various social media platforms in the fashion industry of Sweden. Theoretical Implications (Contributions): In the context of building brand awareness for fashion retail companies, this study has confirmed and added to existing marketing research. Based on the research's conclusions, it was concluded that social media marketing has a more positive impact on a company's exposure than other types of advertising. Additionally, the study's findings demonstrate the effectiveness of using free advertisements based on pages in social media networks like Facebook, and Instagram to engage users and keep them constantly aware of a brand's products online. Practical Implications: This study has positive ramifications for aspiring entrepreneurs who place a high priority on social media platforms. Additionally, it takes up less time and costs less money because it offers a selection of paid advertisements where you can choose how much money to spend. Other than that, having a free account and engaging in self-promotional activities like posting or keeping your online platform current with trends is a useful way to gradually increase the number of followers and customers while simultaneously raising brand awareness.