An exploratory study of how social media marketing is used by fashion retailers to create brand loyalty and how social media is used to influence the spending powers of consumers.

This exploratory study has undertaken an investigation into the effects that social media marketing has had on brand loyalty between consumers and the fashion retail industry. This study looks at the effects social media marketing has had on consumers and their relationships with brands since the rise of social media marketing, as well as studying the motivational factors involved with the consumer's intention to purchase. The study sought to determine whether social media marketing has a direct impact on brand loyalty attitudes within consumers. Further aims were identified for the researcher, the main aims were:- • To determine the opinion of social media users on the impact that social media marketing has had on their brand loyalty to retailers. • Gain an insight into whether or not retailers have been able to see changes in the control of consumer spending power since the surge of social media. • To define if social media marketing has had an impact on the way the consumer views the need for fashion products and the motivations behind purchasing fashion products. Primary data was identified by the researcher as the most suitable method of data collection for the exploratory study as it allowed the researcher to gather new data on the study. A mainly quantitative approached was employed for the data collection although elements of a qualitative study such as open ended questions were also addressed in order to gain a deeper insight into the aims of the study. The study determined that social media marketing is a gateway for retailers to enhance and create brand loyalty, create personal relationships with their consumers and influence where the consumer will spend their money.ba_busmanunpub2107_ethesesunpu