International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Impact Of Social Media On Engaging The Stakeholders Of Fashion Based Organization With Reference To Mumbai City- A Content Analysis

Author(s) Charu Yadav
Country India
Abstract This study provides a distinctive perspective to the use of social media within corporations for communication. The aim of this study is to examine the relationship between a fashion based organization and its stakeholders on the basis of their communication using social media. For the study, I chose content analysis as the research methodology since it allowed me to efficiently analyze the content uploaded by the brands- H&M and Zara on various social media platforms. After researching on the topic, I was able to develop 10 parameters based on which the influence of social media on communication patterns could be understood. The findings of the study show that solely audio-visual content uploaded on social media is incomplete in initiating conversations with stakeholders without certain written context. The limitation of the study is that content analysis does not allow first-hand interaction with the brand’s consumers, not providing detailed insight on the research topic. With the rising trend of social media in recent years, there are yet various aspects of the topic that have not been studied in detail. Thus, research on techniques to engage conversations with stakeholders on social media is still underdeveloped. Majority of the studies explore the idea of social media as a promotional tool, but this study emphasises the idea of social media as a communication tool for an organisation.
Keywords Corporate Communication, Social Media, Fashion Organizations, Stakeholders, Brand Awareness, H&M, Zara, Fashion
Field Arts > Fashion
Published In Volume 7, Issue 1, January-February 2025
Published On 2025-01-07
Cite This The Impact Of Social Media On Engaging The Stakeholders Of Fashion Based Organization With Reference To Mumbai City- A Content Analysis - Charu Yadav - IJFMR Volume 7, Issue 1, January-February 2025.
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E-ISSN 2582-2160
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