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

Jiayi Wang * 1
1 Institute of Communication, Culture, Information and Technology; University of Toronto Mississauga, Mississauga, L5L 1C6, Canada

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 56, 131-138
Published 01 December 2023. © 01 December 2023 The Author(s). Published by EWA Publishing
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.
Citation Jiayi Wang. Research on Zara’s Social Media Marketing Strategy in the Context of New Media. AEMPS (2023) Vol. 56: 131-138. DOI: 10.54254/2754-1169/56/20231088.

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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2. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3

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7. Martínez-López, F. J., Li, Y., & Young, S. M. (2022). Cases and Analyses of Companies Leveraging Social Media. In Social Media Monetization (pp. 115–134). Springer International Publishing. https://doi.org/10.1007/978-3-031-14575-9_9

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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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated