A Role of Social Media in B2B Marketing and Branding: A Case of UK Fashion Industry with Reference to Zara, UK

Abstract

The current study focuses on the topic, THE ROLE OF SOCIAL MEDIA IN B2B MARKETING AND BRANDING : A CASE OF UK FASHION INDUSTRY WITH REFERENCE TO ZARA, UK. The study aims to analyse the role of the social media platform as funded by British small and medium fashion houses through their B2B marketing and branding activities. The researcher used the second research method in this study, in which all important information was obtained in a second, that is, published sources. To gain valuable insight into the research topic, the researcher relied entirely on statistical data published by the Office of National Statistics (ONS). In line with that, newspaper publications and other reports are published by market research firms. In order to analyze Zara's role in B2B advertising and social media platforms, a recent annual report was used in this study. Studies have shown that in contrast to the usual marketing and promotion mode, branding activities, when done through social media, generate significant gains both in terms of business growth and sales volume. As the UK is a world-famous fashion destination, fashion lovers from all over the world are gathering in this nation to face the latest trends. As a result, fashion retailers are taking advantage of this opportunity to grow their business. In this context, B2B marketing through popular social media channels such as Facebook, Twitter, Instagram and YouTube proves to be very profitable for this purpose. these forums not only help companies like Zara stay in touch with their trading partners but also engage in active partnerships with customers and partners alike. However, webbased advertising also has a few dark spots and Zara should be aware of those issues. The company can use 27 * 7 Cabot to better communicate which can be used by both clients and customers to provide feedback. In this way, the current study presented a complete account in the case of-of B2B marketing and branding as practiced by fashion brads in UK through social media channels.