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How COVID-19 Influenced Berlin Fashion Brands in Terms of Online Marketing Strategies

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dc.contributor.advisorMantel, Peter
dc.contributor.advisorÜlker, Bariş
dc.contributor.authorIryna Zaporozhets
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2023-07-19
dc.date.accessioned2025-11-28T13:27:39Z
dc.date.available2025-11-28T13:27:39Z
dc.date.issued2022
dc.description.abstractAUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis examines changes in online marketing strategies for Berlin-based fashion companies, with a specific focus on influencer strategy. The paper explores the history of digital marketing, its potential for development, main strategies employed in the field, the evolution of social media platforms, and the definition of influencer strategy. Furthermore, it investigates how influencer strategy can benefit fashion brands, particularly during the pandemic. Keywords: online marketing strategies, Berlin-based fashion companies, influencer strategy, digital marketing, development, main strategies, social media, pandemic, fashion brandsen
dc.description.degreeBA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents Abstract ............................................................................................................................... 2 Introduction ......................................................................................................................... 2 Structure of the thesis..........................................................................................................3 Literature review ................................................................................................................. 3 1. Digital marketing: overview, main strategies, and perspectives ................................. 3 2. Influencer strategy .......................................................................................................6 3. Overview of fashion industry and importance of it for Berlin culture development ...... 9 Methodology ..................................................................................................................... 11 Data analysis ................................................................................................................. 11 Discussion ......................................................................................................................... 21 Conclusion......................................................................................................................... 24 References: ........................................................................................................................ 25 Appendix 1: Thesis Declaration Page ............................................................................... 27en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/886
dc.language.isoeng
dc.subjectBerlin-Based Fashion Companies
dc.subjectDevelopment
dc.subjectDigital Marketing
dc.subjectInfluencer Strategy
dc.subjectMain Strategies
dc.subjectPandemic
dc.subjectSocial Media
dc.subjectOnline Marketing Strategies
dc.titleHow COVID-19 Influenced Berlin Fashion Brands in Terms of Online Marketing Strategies
dc.typeThesis

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