Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 56 , 01 December 2023
Open
Access | Article
Research on Zara’s Social Media Marketing Strategy in the Context of New Media
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Abstract
The digital revolution, characterized by widespread internet access and the burgeoning influence of social media, has heralded a new era of consumer engagement and transformed branding paradigms. Particularly impacted is the fashion domain, with brands navigating the tumultuous waters of dynamic trends and digital preferences. This paper delves into Zara’s foray into this intersection of fashion and digital marketing, illuminating its triumphs in social media marketing (SMM) and underexplored areas. Despite Zara’s commendable utilization of platforms such as Instagram, a glaring bidirectional communication gap needs to improve the establishment of authentic consumer connections. The advent of Generation Z accentuates this, introducing nuanced digital consumption behaviors that demand a revised SMM approach. Recommendations proffered include enriching content interactivity, fortifying influencer collaborations, and calibrating strategies tailored for Generation Z. Emphasizing the vitality of agility in branding, the study underscores the necessity for brands, even those at the pinnacle of their sectors, to perpetually evolve in harmony with the digital zeitgeist. Through a detailed exploration of Zara’s digital endeavors, this research offers an instructive lens on the intricacies of modern digital consumerism, charting a direction for the fashion industry in the age of pervasive digital connectivity.
Keywords
social media marketing, marketing strategy, Zara, digital consumerism
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-159-9
- ISBN (Online)
- 978-1-83558-160-5
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/56/20231088
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited