Digital Marketing Design for Strengthening The Fashion Industry

Alfarrel Daffa Hasan, Esti Dwi Rinawiyanti () and Jerry Agus Arlianto
Additional contact information
Alfarrel Daffa Hasan: University of Surabaya
Esti Dwi Rinawiyanti: University of Surabaya
Jerry Agus Arlianto: University of Surabaya

A chapter in Proceedings of the 2023 Brawijaya International Conference (BIC 2023), 2024, pp 639-648 from Springer

Abstract: Abstract Owned, Brings, Positivity (OBP) is a Surabaya-based women’s fashion brand that sells apparel, handbags, and other accessories. The Internet and social media are becoming more popular in Indonesia; thus, Instagram and TikTok can be promotional tools to boost sales. Accordingly, this study aims to design Instagram and TikTok content for OBP as effective campaigns posted on Instagram and TikTok, both organic and paid content. This study collected data through interviews, surveys, and observations on competitors’ social media. The interviews were conducted with OBP management, while the survey was employed using purposive sampling by distributing questionnaires to current and potential consumers of OBP. The results of interviews and surveys identified five competitors whose social media would be analysed. The content for Instagram and TikTok was then designed and uploaded from January to March 2022. According to the engagement rate based on reach and followers, OBP had a high engagement rate of 6.3% with 129 Instagram followers. With six followers on TikTok, OBP could obtain a respectable follower-to-like ratio. Several recommendations were made and discussed with OBP management to increase the number of Instagram followers and TikTok likes that can strengthen OBP’s position in the fashion industry.

Keywords: Social media marketing; user acquisition; key opinion leaders; engagement rate (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-525-6_71

Ordering information: This item can be ordered from
http://www.springer.com/9789464635256

DOI: 10.2991/978-94-6463-525-6_71

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().