Young entrepreneurs using social media as marketing and PR tool: an exploratory study in fashion business in Jakarta
The popularity of social media has leading some young entrepreneurs to use it as their promotion and marketing tool in Jakarta. The purpose of this research is to analyze the factors or challenges using social media as their marketing strategy in fashion business. Interview was conducted with three different fashion businesses, Magic Spell (accessories), Button Skirt (skirt or clothing), and 13th Shoes (shoes) to find out whether social media is helpful for them as a new marketing strategy for online business, in terms of the usages, functions, and prospects. The reasons they use social media is because cost-effective, accessible, minimizes business risks, one of young people trends, a channel to directly connect with customers. They also concern in creating brand awareness that could lead loyal customers helping them to promote the brands through word-of-mouth technique. They usually use social media by sharing information about the brands, sale items, promos, interacting with customers for feedback, complains, and use celebrity endorsement. As many people using socialrnmedia for various purposes, it is hoped that this study can help to discover and understand new marketing strategy that could be useful for the business to generate maximum profit and customer loyalty.
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