Analysis of Lululemon's Social Media Marketing Strategies

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Analysis of Lululemon's Social Media Marketing Strategies

Published on 31 July 2024 | https://doi.org/10.54254/2754-1169/110/2024ED0117
Yanjin Chen *,1 Yixuan Li 2, Yufan Mu 3, Shiyu Ou 4, Tianrun Zhang 5
  • 1 Beanstalk International Bilinqual School of Beijing haidian, 208068, China    
  • 2 Victoria Hill School, Kunming, 650000, China    
  • 3 Yangzhou High School of Jiangsu Province, Yangzhou, 225000, China    
  • 4 No.80 High School of Beijing, Beijing, 694227, China    
  • 5 Basis International School Park Lane Harbour, HuiZhou, 516200, China    

* Author to whom correspondence should be addressed.

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Chen,Y.;Li,Y.;Mu,Y.;Ou,S.;Zhang,T. (2024).Analysis of Lululemon's Social Media Marketing Strategies.Advances in Economics, Management and Political Sciences,110,194-202.
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Abstract

Lululemon, a prominent athletic apparel brand, has established a formidable marketing strategy that blends product innovation, community engagement, and digital integration to create a strong brand identity and loyal customer base. By targeting the high-end sportswear market and cultivating a strong brand image, Lululemon has garnered favor among upscale consumers and positioned itself as a promoter of healthy lifestyles. However, despite its considerable achievements, Lululemon faces challenges, including the need for continuous innovation to meet emerging consumer demands and the imperative to enhance data privacy protections in the face of growing concerns. This essay mainly studies Lululemon's marketing strategy and reveals insights into how a brand can successfully create and maintain a loyal customer base. The methods in this essay are collecting the materials on the Lululemon official website, and observing its presence on social media. By analyzing Lululemon's approach, marketers can learn valuable lessons on the importance of authenticity, community-building, and experiential marketing in building a successful and enduring brand.

Keywords

Lululemon, social media, marketing strategy, financial data

1. Introduction

Lululemon Athletica Inc., a sportswear brand has taken its rise in Canada, since Chip Wilson founded it in Vancouver, and it had become one of the top leaders in the global high-end sportswear market. Lululemon started with yoga costumes, it not only made breakthroughs continuously on the design of products and technological innovations but also demonstrated its unique charm in social media marketing strategies. This article is going to analyze Lululemon’s social media marketing strategy and discuss how it establishes strong brand influence and attracts a large number of loyal consumers on social media through community marketing and brand positioning strategies.

Lululemon’s success is not only reflected in its impressive financial statements, but also in its adherence to and dissemination of brand concepts. It not only sells products, but also promotes a healthy lifestyle and generates impacts on consumers’ daily lives through holding activities such as yoga courses and running clubs. On social media, Lululemon successfully spread its brand story and concepts to a wide range of people through establishing communities, interacting with consumers, and collaborating with brand ambassadors.

Although Lululemon has achieved considerable results on social media, its strategies still contain some potential drawbacks and challenges. A good example is, it started with women’s yoga clothes, so it may be considered a women’s brand by the public which will make it meet obstacles when promoting its products in the male’s market. Besides this, the limitations of community marketing and the potential negative impacts that social media marketing may bring are also issues that brands need to face.

This article concludes Lululemon’s brand background, growth, status, both positive and negative analysis of its social media marketing strategy, suggestions, and conclusion through reviewing and summarizing previous literature to demonstrate how this brand maintains its brand vitality and attractiveness in the era of social media. Through the research of Lululemon, this essay can develop a keen insight into the importance of social media marketing in today’s business environment, and also the effective measures to build up brand image and the deepest connections with consumers via using social media platforms.

2. Brand Introduction

2.1. Establishment

Lululemon Athletica Inc.(Lululemon)is a Canadian sportswear brand established by Chip Wilson in 1998 in Vancouver. At first, it focused on designing and producing yoga clothes to provide those who love yoga with professional yoga equipment of high quality [1].

2.2. Development

Once Lululemon had been established, it developed at an unprecedented rate. It started to set up retail stores and expanded its market to America and Australia step by step. In 2007, the company successfully went public on NASDAQ in the United States, which accelerated its expanding to the whole world. With the development of various consumer groups’ needs, Lululemon has started to extend from single yoga outfits to other sports apparel fields, including clothing for running, training, and other fitness activities. In addition, the company has also started launching men's sports series to meet a wider range of consumer needs.

2.3. Technological Innovations

Lululemon is known for its innovative fabrics and design. The company invested a great amount of resources in product development and invented a series of patent technology fabrics such as Luon® and Luxtreme®, which possess features such as breathable, moisture absorbing, and antibacterial which won consumers’ preferences.

2.4. Status

Recently, despite global economic fluctuations, Lululemon still shows strong economic growth. The company’s sales volume increased sustainably through online and retail stores around the world, especially in North American and Asian markets. Nowadays, Lululemon plays an important role in the high-end sportswear market and is favored by consumers with high purchasing power for its quality and brand image. Besides selling products, Lululemon also insists on promoting a healthy life style through holding marketing activities such as yoga classes and running clubs and building up communities at the same time to strengthen communication with consumers [1,2].

3. Main Positive Social Media Marketing Strategies

3.1. Differentiate Brand Story and Theme

Lululemon's social marketing strategy starts with creating a brand story and philosophy that attracts potential customers to form a community. The brand concept is a set of values recognized by society that reflects the enterprise's personality, promotes its long-term development, and demonstrates the business consciousness of the entire enterprise. A brand story is an essential part of the development process that reflects the brand concept, enhances its history and seniority, and deepens consumers' understanding of the brand [3]. Unlike other brands such as Nike and Adidas, Lululemon has positioned its brand on yoga, which has given it a foothold in the market and paved the way for innovative marketing strategies.

Lululemon has developed its brand from multiple perspectives. The brand's theme is to provide high-quality professional yoga equipment to yoga enthusiasts. They have built a deeper brand and product philosophy that aims to help individuals discover their potential and become better versions of themselves. This philosophy is reflected in their product designs with the slogan, "when you feel your best, you perform your best" [4]. Lululemon continues to pursue this concept, which has attracted a large number of customers and optimized its positioning, laying the foundation for later community building. With a unique brand concept and a significant customer base, Lululemon has set out to turn its idea into a reality.

3.2. Construction of Community

Lululemon's main focus of community construction is on building offline stores. To achieve this, they started by adding a layer of concept to it. In 2000, Lululemon opened its first offline store and introduced the concept of an "interactive design lab". The store's employees were referred to as "product educators" or KOCs. Lululemon had specific criteria for selecting these employees. They wanted to find people with an educational background, a passion for sports, and a belief in the brand's philosophy. These product educators were responsible for promoting the products and acting as brand ambassadors. When the first store was built, founder Chip Wilson proposed that it should also serve as a yoga studio. This idea came about because his yoga teacher, Fiona, was the only yoga teacher in town at that time, and she did not have a suitable venue to teach. As more people began to visit the store and practice yoga, a community began to form around Lululemon [5].

Lululemon's brand ambassadors played a significant role in the company's growth. The brand sought out ambassadors who were distinct from other brands, they chose to partner with yoga instructors, fitness instructors, and athletes from across the globe to form a new team of key opinion leaders (KOL) [4]. The team was divided into three types of ambassadors, namely "elite ambassadors", in order to achieve low cost and high returns, and to generate a lot of traffic for the brand. This helped customers understand Lululemon's brand philosophy and product design under the guidance of product educators. As a result, the brand built high-quality links with customers rather than treating them as ordinary consumers [6]. After setting up various "roles", Lululemon began implementing its plan. The product educator would introduce the product to the customer and explain the meaning behind it, making a lasting impression on the customer. Working with the brand ambassador, they would provide the customer with additional services to enhance their experience.

3.3. Community Activities

After forming a community, Lululemon conducts various activities to retain customers and increase purchase and repurchase rates. The brand has launched several large-scale offline events to promote the concept of sports and encourage a healthy lifestyle. For instance, public yoga classes in parks, “Hot Sweat" festivals in London, and theme activities like "being in a good state together" with brand ambassadors on "World Mental Health Day." These events have expanded Lululemon's brand awareness and increased its influence through partnerships with yoga studios and gyms in different regions. The community formed by the brand's offline stores has played a central role in reaching the closed loop of marketing, which involves drainage, experience, and purchase. As a result, the number of offline stores has increased, and Lululemon has successfully expanded into the domestic and overseas markets, becoming a leading brand for the next generation of sports fashion.

fig1

Figure 1: Number of Lululemon stores worldwide from 2018 to 2023 [7]

As shown in figure 1, the number of stores are kept rising for the past six years, the influential impact of Lululemon and it is community keeps growth and become a crucial force for new fashion that cannot be ignored.

3.4. Brand Positioning

Lululemon's brand positioning is centered around the word "vision". Their vision is to create transformative products and experiences that enable customers to build meaningful connections, leading to greater well-being and endless possibilities [4]. This aligns with their goal of becoming a "functional fashion brand". Despite being a premium brand, Lululemon has managed to build a loyal customer base and continues to expand. Their brand positioning accurately captures the consumption psychology of customers, enabling them to tap into more potential customers.

Lululemon's audience has grown over time, and as a result, the brand has expanded its product range to fit with a more diverse audience. This includes sportswear for men and products that are not restricted to a particular age group like "super girl". During the marketing process, Lululemon emphasizes its brand personality and intention by creating a deep meaning behind its products in three dimensions: physical, mental, and social. For instance, the physical dimension means "I am able to give my body what it needs for health and quality of life" [8]. This approach enables customers to focus on the brand's values and philosophy rather than just the price tag.

fig2

Figure 2: Lululemon Demographic Segmentation [7]

As shown in figure 2, the differentiation of products category enhanced for the past four years from 2018 to 2021, which shows the change in the diversity of the products and may become the mainstream for the future brand development.

3.5. Social Strategies

In 2009, Lululemon started preparing for direct-to-consumer (DTC) e-commerce by opening their official website for sales. DTC refers to selling products directly to customers without involving any middlemen like retailers, wholesalers [9]. This model allowed Lululemon to interact with their customers more easily. They started offering online services like online product educators, online communities, and online shopping experiences. This helped Lululemon expand their market more quickly and conveniently. As a result, their brand revenue increased significantly. Currently, they are serving customers in 82 countries across Africa, Asia Pacific, Europe, North America, South America, and the Middle East. According to the data, DTC sales made up just over half of the total, while the company's physical stores generated less than 40 percent of the revenue [7].

In order to improve online services, Lululemonhas turned their way to social media platforms for marketing. The first step is to encourage their customers to post about their experiences using their products and recommend them on platforms such as Instagram and Twitter. It is reported that they have 3.8 million Instagram followers and 990,000 Twitter followers, making it an excellent opportunity for Lululemon to build brand momentum and expand their community to enhance customers' sense of belonging, ultimately leading to increased sales [7]. The second step is to use Influencer Marketing to build awareness on social platforms. This strategy involves partnering with social media influencers, yoga instructors, and fitness instructors, who can promote Lululemon's products to their followers. Influencer marketing is a collaboration between popular social-media users and brands to promote brands' products or services [9]. In exchange, Lululemon provides them with brand benefits such as clothes or membership cards, and ask them to help spread the word. Since these people are influencial on the social media platform, more people will come and establish connections with the brand, and help existing customers solidify brand loyalty [10].

4. Main Negative Social Media Marketing Strategies

First of all, Lululemon is a brand made for yoga, which is typically a sport for women, so the public might think of Lululemon to be as a female brand rather than a male brand. Therefore, Lululemon notice the problem and increase the awareness for men by making lots of clothing for men [2]. Regardless of Lululemon is for women or men, its main strategies is community marketing and social media marketing.

4.1. Community Marketing Weaknesses

One major weakness for community marketing is the limited reach to customers. Community marketing will target on a specific type of customers. Although community marketing can build up strong bonds with their customers, it may restrict the possible growth. Lululemon was a clothing brand targeting mostly women, and men are more likely not be interested in this brand, which loses a lot of customers. When buying clothes, women consider their preferences, which is they can buy the clothing online or go to a physical store. However, for most women, they prefer to buy clothing online rather than going to a mall [11]. Therefore, these preferences will be a problem for community marketing because their customers could not even attend their activities.

4.2. Social Media Marketing Side Effect

One side effect made by social media is the negative impact on mental health. Persistently being exposed to staged, frequently idealized portrayals of other people's life can cause anxiety, sadness, and unhappiness. Negative emotions can be exacerbated by social media marketing that promotes an ideal lifestyle or image, particularly in sensitive populations like teens and young adults. While building on a customer group can build a strong relationship with the customers, it may cause customers’ information disclosure. As targeted advertising grows increasingly invasive and individualized, giving users a feeling of being watched and having their privacy invaded, social media marketing may make these worries worse [12].

5. Suggestions

5.1. Improve the Brand Image

In the apparel industry, in the case of acquiring the same customers, the digital market cost of the social plan is much smaller than that of the display plan and search plan. Therefore, Lululemon should spend more budget and energy on social media advertising. For example, on Instagram, WeChat, TikTok, and other platforms, Lululemon is supposed to pose more attractive advertisements. Moreover, the company needs to improve the WeChat Mini Program. In this way, Lululemon can get more sales at a lower cost.

Table 1: Lululemon Finance [13]

2024/1/31

2023/1/31

2022/1/31

2021/1/31

Revenue

$9,619,278

$8,110,518

$6,256,617

$4,401,879

Revenue Growth

19%

30%

42%

COGS

$4,009,873

$3,618,178

$2,648,052

$1,937,888

Gross Profit

$5,609,405

$4,492,340

$3,608,565

$2,463,991

Gross Profit Margin

58%

55%

58%

56%

As shown in Table 1, the profitability of Lululemon is slowing up. In the past few years, Lululemon has appeared in the market and started quickly, it attracted a large number of sports enthusiasts. In recent years, due to the brand premium and increase in substitutions, although the company operation is relatively stable, Lululemon is suffering from a decline in growth rate. Under Armour, Alo, Adidas, NIKE, as the competitors of Lululemon in the market, affect the revenue of Lululemon all the time, because they are in a monopolistic competition market structure [14]. At the same time, the emergence of short videos makes more niche brands appear in the public vision. Many private yoga and sports companies, with lower prices and excellent quality, have also been recognized by many middle class and seized the market. Faced with the increasingly competitive market, Lululemon can use some innovative strategies. As a high-end yoga brand in the market, it is not reasonable for Lululemon to sharply drop in price. Accordingly, it can cooperate with competitors or co-name with some popular brands and IP [2]. As a yoga brand, Lululemon gives people the impression that it serves women doing yoga. However, Lululemon can also be used for all kinds of sports, such as swimming, running, fitness, etc. Furthermore, it can also serve for men [2]. Cooperation with other brands can help Lululemon shake off this stereotype and increase sales, which is a win-win marketing strategy.

At the same time, the community marketing that Lululemon is implementing can be further deepened [2]. It can find some sports leaders in the communities to promote the brand. Additionally, Lululemon can also find some popular celebrities or influencers to promote the brand online and in daily life. In this way, when their fans see that their idols are in favor of the brand, they will be also willing to pay for it, to follow their idols, which will increase the overall sales of Lululemon. In addition, Lululemon can also co-name with some brands. For example, Lululemon is cooperating with many universities uniforms, so it can co-name with more schools. Its comfortable suits, with represented colors and patterns of each school, will be beneficial to both students and Lululemon. What is more, its simple and comfortable style is suitable for cooperating with Calvin Klein, alexandrine and so on.

According to the general trend, the target customers of Lululemon will be wider and the products will be more diverse. It will break down its stereotype----a yoga brand for women, and be famous as a sports brand serving all who enjoy life. Simple and comfortable backpacks, sneakers, cups and more, all kinds of products are helping Lululemon transform into a more comprehensive brand.

5.2. Strengthen the Confidentiality of Customer Privacy

Lululemon needs to address the problems of data leakage and the abuse of personal information as mentioned before. Lululemon shall strictly manage users’ data, provide security protection for the network information system, and immediately remedy the data leakage once it is discovered. In addition, the relevant departments of the brand need to check whether any employees provide data to the outside, and formulate relevant regulations. Regarding the rights and interests of customers, brands should pay attention to prevent harassing calls from interfering with customers’ lives. Therefore, brands are responsible for the management of customers’ personal information. For the abuse of personal information, social media should provide appropriate targeted advertising, so that it is not obtrusively embedded in customers’ lives. Also, Lululemon should control its advertising amount to avoid customers’ aversion caused by excessive advertising.

6. Conclusion

From the analysis above, it is evident that Lululemon Athletica Inc., as a Canadian sports brand, has achieved significant development since its establishment. Its success is attributed to its continuous innovation in technology, precise market positioning, and positive social influence. Firstly, in terms of technological innovation, Lululemon is dedicated to developing high-quality sports fabrics with moisture-wicking, breathability, and antibacterial properties, aiming to provide more comfortable and practical sportswear. By consistently investing in product research and development, the company has strengthened its leading position in the sportswear industry. Secondly, regarding market positioning, Lululemon has targeted the high-end sportswear market and garnered favor from high-end consumers through brand image cultivation and precise target customer identification. Furthermore, through marketing activities and community engagement, Lululemon has not only established itself as a sportswear brand but also as an advocate for a healthy lifestyle, solidifying its brand position. However, despite Lululemon's remarkable achievements, it still faces challenges. With market competition intensifying, the brand needs to continuously innovate and improve to meet the evolving needs of consumers. Additionally, as data privacy concerns escalate, Lululemon must enhance the protection of user data to maintain consumer trust and brand reputation. Therefore, to sustain its competitive advantage and achieve sustainable development, Lululemon must remain committed to technological innovation, precise market positioning, and social responsibility. By continuously enhancing product quality and user experience, the brand can broaden its market recognition and consumer trust. From the analysis above, it is evident that Lululemon Athletica Inc., as a Canadian sports brand, has achieved significant development since its establishment. Its success is attributed to its continuous innovation in technology, precise market positioning, and positive social influence.

The results of this study help Lululemon refine its brand image and promote brand development from a long-term perspective. It also aids consumers in understanding the brand's values and enhancing brand loyalty. The research method is to review and summarize literature. However, this study has certain limitations, such as the constraints of the sample data, which may affect the generalizability of the results. Future research can further explore the impact of different market environments on brand development and the insights consumer behavior changes provide for brand strategy.

Authors Contribution

All the authors contributed equally and their names were listed in alphabetical order.


References

[1]. Wang, L. (2023). Market Analysis of Lululemon: A Case Study in Sustainable, Ethical, and Social Marketing. Highlights in Business, Economics and Management, 16, 519-523.

[2]. Xu, Z. (2022). The Analysis of the Marketing Strategy of Lululemon Athletica. BCP Business & Management, 34.

[3]. Khurana, P., Knight, T. (2021). Content Analysis of Athletic Brand Posts on Instagram. Proceedings of the New York State Communication Association, 2020(1), 1.

[4]. Lululemon. (2022). 2022 impact report. Lululemon impact report. https://corporate.lululemon.com/~/media/Files/L/Lululemon/our-impact/reporting-and-disclosure/lululemon-2022-impact-report.pdf

[5]. Ambassify. (2023). Lululemon Athletica social media marketing. Case Study: lululemon athletica Social Media Strategy. https://www.ambassify.com/content/lululemon-athletica-social-media-marketing/

[6]. Mao, X. (2023). Analysis of Marketing and Brand Development Strategy of Sports Retail Brand-Take Lululemon as an Example. Highlights in Business, Economics and Management, 23, 832-837.

[7]. Tighe, D. (2024, April 23). Net Revenue Lululemon by Category Worldwide 2023. Statista. https://www.statista.com/statistics/1265392/net-revenue-of-lululemon-worldwide-by-category/

[8]. Gao, R. (2023). On the Importance of Pricing Strategy in Marketing Strategy: A Case Study of Lululemon. Frontiers in Business, Economics and Management, 10(1), 158-161.

[9]. Smith, A.N., Fischer, E., Yongjian, C. (2012). How does Brand-related User-generated Content Differ Across YouTube, Facebook, and Twitter?. Journal of interactive marketing, 26(2), 102-113.

[10]. McKinsey & Company. (2023, April 10). What is Influencer Marketing?. McKinsey & Company. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-influencer-marketing

[11]. Edirisinghe, D., Nazarian, A., Foroudi, P., Lindridge, A. (2020). Establishing psychological relationship between female customers and retailers: A study of the small-to medium-scale clothing retail industry. Qualitative Market Research: An International Journal, 23(3), 471-501.

[12]. Ali, S., Islam, N., Rauf, A., Din, I.U., Guizani, M., Rodrigues, J.J. (2018). Privacy and Security Issues in Online Social Networks. Future Internet, 10(12), 114.

[13]. Yahoo! (2024). Yahoo Finance - Stock Market Live, quotes, Business & Finance News. Yahoo! Finance. https://finance.yahoo.com/

[14]. Hamel, G., Doz, Y.L., Prahalad, C.K. (1989). Collaborate with Your Competitors and Win. Harvard business review, 67(1), 133-139.


Cite this article

Chen,Y.;Li,Y.;Mu,Y.;Ou,S.;Zhang,T. (2024).Analysis of Lululemon's Social Media Marketing Strategies.Advances in Economics, Management and Political Sciences,110,194-202.

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References

[1]. Wang, L. (2023). Market Analysis of Lululemon: A Case Study in Sustainable, Ethical, and Social Marketing. Highlights in Business, Economics and Management, 16, 519-523.

[2]. Xu, Z. (2022). The Analysis of the Marketing Strategy of Lululemon Athletica. BCP Business & Management, 34.

[3]. Khurana, P., Knight, T. (2021). Content Analysis of Athletic Brand Posts on Instagram. Proceedings of the New York State Communication Association, 2020(1), 1.

[4]. Lululemon. (2022). 2022 impact report. Lululemon impact report. https://corporate.lululemon.com/~/media/Files/L/Lululemon/our-impact/reporting-and-disclosure/lululemon-2022-impact-report.pdf

[5]. Ambassify. (2023). Lululemon Athletica social media marketing. Case Study: lululemon athletica Social Media Strategy. https://www.ambassify.com/content/lululemon-athletica-social-media-marketing/

[6]. Mao, X. (2023). Analysis of Marketing and Brand Development Strategy of Sports Retail Brand-Take Lululemon as an Example. Highlights in Business, Economics and Management, 23, 832-837.

[7]. Tighe, D. (2024, April 23). Net Revenue Lululemon by Category Worldwide 2023. Statista. https://www.statista.com/statistics/1265392/net-revenue-of-lululemon-worldwide-by-category/

[8]. Gao, R. (2023). On the Importance of Pricing Strategy in Marketing Strategy: A Case Study of Lululemon. Frontiers in Business, Economics and Management, 10(1), 158-161.

[9]. Smith, A.N., Fischer, E., Yongjian, C. (2012). How does Brand-related User-generated Content Differ Across YouTube, Facebook, and Twitter?. Journal of interactive marketing, 26(2), 102-113.

[10]. McKinsey & Company. (2023, April 10). What is Influencer Marketing?. McKinsey & Company. https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-influencer-marketing

[11]. Edirisinghe, D., Nazarian, A., Foroudi, P., Lindridge, A. (2020). Establishing psychological relationship between female customers and retailers: A study of the small-to medium-scale clothing retail industry. Qualitative Market Research: An International Journal, 23(3), 471-501.

[12]. Ali, S., Islam, N., Rauf, A., Din, I.U., Guizani, M., Rodrigues, J.J. (2018). Privacy and Security Issues in Online Social Networks. Future Internet, 10(12), 114.

[13]. Yahoo! (2024). Yahoo Finance - Stock Market Live, quotes, Business & Finance News. Yahoo! Finance. https://finance.yahoo.com/

[14]. Hamel, G., Doz, Y.L., Prahalad, C.K. (1989). Collaborate with Your Competitors and Win. Harvard business review, 67(1), 133-139.