Social networking as an impelling marketing tool for brand awareness in fashion industry from user's perspective

Abstract

The concept of social networking in creating and maintaining brand awareness has emerged as a vast field in literature. The main focus was to identify the concept of how social media influences branding. Social mediums are popular mediums for marketing and advertising the product. This research offers a description of the terms social networking and social media marketing. An effort has been made to study the awareness of people regarding the usage of social network mediums. Social media is beneficial and valuable for organizations as it is often integrated and is a source of formal or informal information. Not just organizations, the use of social media is also increasing in different industries. For example, Facebook alone is creating and adding value to industries like Telecommunication and Fashion industry. Facebook is providing an interactive platform to customers in order to express their ideas, opinions and thoughts. Customers can easily access their favorite brands and products through Facebook.