Social Media Marketing Applications and Fashion Brands

Abstract

South Asia's large size and economic diversification make it a diverse market. This diversity becomes crucial for marketers to reach consumers and share social media information about their products. Social media positively impacts branding and helps in fostering positive customer relationships. The chapter focuses on the South Asian market with detail on the social media marketing applications followed by the fashion brands in this region. The chapter sees the details from a theoretical lens and tries to comprehend the benefits and applications of social media marketing for fashion brands in South Asia. The chapter proposes an approach to designing a social media strategy and provides guidelines on how fashion brands can effectively use social media marketing. The chapter concludes by considering some obstacles the industry could face in the South Asian region and suggesting ways to overcome them by strategically using social media marketing.