Efficacy of Social Media Usage on the Performance of SMEs in the Fashion Industry

Author:

Barkha 1,Aggarwal Deepanshi2

Affiliation:

1. Maharshi Daynand University, India

2. Maharshi Dayanand University, India

Abstract

The fashion industry has become more globally competitive as a result of increased globalisation. The recent introduction of new technologies has presented opportunities as well as obstacles for the fashion industry, especially for small and medium-sized businesses (SMEs) whose low resources may make it difficult for them to adopt new technology. But, with the rise of social media, fashion SMEs have new opportunities that can help them become more visible and boost their sales. Accordingly, the present study attempts to analyse the efficacy of social media usage on the performance of SMEs in fashion industry. The study will use both qualitative and quantitative approach to examine the social media usage in terms of reach, richness, affiliation, and influence on SMEs performance. Data will be collected from 400 SMEs in Delhi through questionnaire and their respective social media account (Facebook). Results of the study show that most of the small and medium-sized enterprises used social media for business purpose, and their performance is improved after using social media.

Publisher

IGI Global

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