Influence of social media in online fashion platforms (with a focus on ASOS)

Abstract

Nowadays, social media is not only used by people, but also by business who attempt to make use of these platforms as an alternative way to display and sell their products and services, at the same time they connect with their customers. It has become a fundamental part in any business ́ digital marketing strategy. The main objective of this research is to identify the role that social media plays for online fashion platforms (ecommerce), focusing on ASOS. Trying to understand and dissect how this company uses its social media outlets to communicate successfully, focusing on its three main social networks which correspond to Facebook, Instagram and Twitter. In which their content will be extracted and analysed to draw conclusions and provide a general idea on how this kind of businesses should be using these platforms. Keywords: Social media; Ecommerce; Communication; Digital Marketing Strategy.