B2C marketing communication in social media: fashion industry specifics

Abstract

The development and changes of information and communication technologies (ICT) which caused individuals and companies' behavior change are major issues in nowadays marketing. This article focuses on understanding peculiarities of the decisions taken by companies in marketing communication processes via social networks taking as a case fashion industry, and seeking how to improve these decisions making processes for increase brand awareness and consumer engagement. The goal of this article is to analyze and identify the peculiarities of marketing communication-which media encourage a dialogue between organization and audience that will lead to sale success and engagement. For reaching the goal such research methods as literature analysis, comparison and synthesis were employed, empirical research of consumer preferences identification was conducted using the questionnaire.