Measuring Social Media Marketing Platforms on Brand Building Strategies in Fashion Industry

Abstract

The current study investigates the influence of social media marketing platforms strategies on brand recognition and brand loyalty, with a particular emphasis on platforms such as Facebook, Instagram and TikTok, it aims to identify the most effective platforms for brand building and address challenges like content saturation and privacy concerns. Utilizing survey data from 284 respondents, a quantitative study design was implemented. In order to assess the correlation and regression analyses between brand- building variables and social media marketing platforms tools. Reliability testing ensured the consistency of measurement scales. The results show that Instagram and TikTok significantly enhance brand recognition, while Facebook drive brand loyalty. However, excessive TikTok promotions negatively impact consumer trust and engagement. This study adds to the social media marketing platforms field by offering valuable insights for businesses that are adapting to evolving digital landscapes, as it provides empirical evidence on the effectiveness of platform-specific marketing. The study focuses on a limited sample size and specific digital platforms. Future study should explore emerging platforms and cross-industry variations. Findings guide businesses in optimizing digital strategies, balancing promotional content, and enhancing brand engagement through tailored approaches. The study underlines the significance of ethical digital marketing, data privacy, and consumer trust, thereby fostering responsible marketing practices that are advantageous to both businesses and consumers.