Use of Social Media by Apparel Brands in India

Abstract

The authors in this paper analyzed how fashion brands are using social media network platforms. The authors performed analysis on the posted messages, pictures and videos by the top 50 fashion brands in India and the responses that they received on one of the most popular online social networks, Instagram. The authors also analyzed the data and explored the results to show how fashion brands in India are using social media networks, in addition they also explored to see which of the social media networks are most frequently used and also if the usage of social media differs based on brands country of origin. The findings of this study show how the fashion brands industry is still in its rudimentary phase, chaotic and unpredictable in using digital technologies like social media networks. The study also shows how the global luxury brands are transitioning and expanding into Indian markets and how these social media platforms are used for adoption. The study specifically explores to see which of the luxury brands use photos, posts and videos.