Social media brand perceptions of millennials

Halel, Guida, Ozuem, Wilson ORCID: 0000-0002-0337-1419 and Lancaster, Geoff (2018) Social media brand perceptions of millennials. International Journal of Retail and Distribution Management, 46 (10). pp. 977-998. doi:10.1108/IJRDM-03-2018-0066

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Abstract

Purpose A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand-customer relationships that enrich a social identity. The purpose of this paper is to investigate how this affects business communications. Design/methodology/approach The study utilized a social constructivist perspective, adopting an inductive and embedded case study strategy. Findings Drawing on the social identity theory, this paper examines how evolving social media platforms have impacted on brand perceptions in the fashion apparel and accessories industries. Fashion brands' online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Research limitations/implications The paper investigates a specialized marketing activity in the UK. A broader internationally based study would add strength to these findings. Practical implications The paper focuses on theoretical and managerial implications and proffers significant roles that social media and identity may play in keeping up with the design and development of marketing communications programs. Social implications Multinational corporations have embraced internet technologies and social media in adopting platforms that their brands can use to contribute content to followers. Originality/value In total, 30 potential participants, drawn from diverse backgrounds, were contacted via social networking sites, e-mails and telephone. In total, 22 agreed to participate and their mean age was 26. An open-ended questionnaire allowed for elaboration, providing appropriate responses for a second interviewing phase. Four industry professionals were recruited through the researchers' personal networks to participate in in-depth interviews that sought to investigate the significance of social media as a marketing tool from an industry perspective.

Item Type:	Article
Article Type:	Article
Uncontrolled Keywords:	Online community; Brand perceptions; Social media; Fashion; International markets; Psychological influences
Subjects:	H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions:	Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas:	Applied Business & Technology
Depositing User:	Susan Turner
Date Deposited:	28 Sep 2018 12:01
Last Modified:	03 Aug 2023 09:54
URI:	https://eprints.glos.ac.uk/id/eprint/5980

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