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Social Media Mark

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etingGRADUATION THESIS
SOCIAL MEDIA MARKETING AND THE FASHION INDUSTRY

By Lisanne van Rietschoten
Amsterdam Fashion Institute

GRADUATION THESIS
Social Media Marketing and the Fashion Industry

WHAT IS SOCIAL MEDIA MARKETING AND HOW ARE FASHION BRANDS APPLYING SOCIAL MEDIA AS A MARKETING TOOL AND COMMUNICATION CHANNEL?

By Lisanne van Rietschoten
International F&M Student Graduation Coach: Marco Mossinkoff Amsterdam Fashion Institute, May 10,2010.

PRODUCT

THE PRODUCT IS INSPIRED BY THE DIFFERENT APPLICATIONS OF TACTICS AMONG FASHION SEGMENTS TO ACHIEVE SOCIAL MEDIA GOALS. THE LINK BETWEEN GOALS AND TACTICS IS ACCORDING TO MY RESEARCH AN IMPORTANT PART OF SOCIAL MEDIA SINCE IT PLAYS A CRUCIAL ROLE IN A BRAND’S SOCIAL MEDIA COMMUNICATIONS. MY AIM WITH THE PRODUCT IS TO MAKE FASHION BRANDS AWARE OF MY FINDINGS ON GOALS AND TACTICS. INSTEAD OF GIVING AWAY PRINTOUTS OF MY +15,000 WORD THESIS, THE PRODUCT IS HANDY AND ACTS AS A VISUALISATION OF MY MOST INTERESTING RESEARCH OUTCOMES. MY PRODUCT COMES IN A FORM OF A BROCHURE AND A MAP. IF MY THESIS PROVES TO BE SUCCESSFUL, I AM PLANNING TO SEND OUT THE BROCHURE AND MAP TO COMPANIES ALONG WITH MY CV TO APPLY FOR A FULL-TIME OR PART-TIME JOB IN THE FIELD OF DIGITAL MARKETING.

ABSTRACT
Social media may sound like a new concept, but it is actually based on the most authentic marketing tool we know: word-of-mouth marketing. The speed of online word-of-mouth goes enormously fast, making social media highly attractive for the use of marketing and communication when used strategically. Social media has the past year become a growing interest of mine, which motivated me to research into social media as a marketing tool and communication channel for fashion brands. As some deny, the fashion industry does seem to be booming at the moment with over 300,000 new Facebook pages each month. The fast growing

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