Download pdf
Research on Zara’s Social Media Marketing Strategy in the Context of New Media
- 1 Institute of Communication, Culture, Information and Technology; University of Toronto Mississauga, Mississauga, L5L 1C6, Canada
* Author to whom correspondence should be addressed.
Abstract
The digital revolution, characterized by widespread internet access and the burgeoning influence of social media, has heralded a new era of consumer engagement and transformed branding paradigms. Particularly impacted is the fashion domain, with brands navigating the tumultuous waters of dynamic trends and digital preferences. This paper delves into Zara’s foray into this intersection of fashion and digital marketing, illuminating its triumphs in social media marketing (SMM) and underexplored areas. Despite Zara’s commendable utilization of platforms such as Instagram, a glaring bidirectional communication gap needs to improve the establishment of authentic consumer connections. The advent of Generation Z accentuates this, introducing nuanced digital consumption behaviors that demand a revised SMM approach. Recommendations proffered include enriching content interactivity, fortifying influencer collaborations, and calibrating strategies tailored for Generation Z. Emphasizing the vitality of agility in branding, the study underscores the necessity for brands, even those at the pinnacle of their sectors, to perpetually evolve in harmony with the digital zeitgeist. Through a detailed exploration of Zara’s digital endeavors, this research offers an instructive lens on the intricacies of modern digital consumerism, charting a direction for the fashion industry in the age of pervasive digital connectivity.
Keywords
social media marketing, marketing strategy, Zara, digital consumerism
[1]. Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting & Social Change, 140, 22–32. https://doi.org/10.1016/j.techfore.2018.11.025
[2]. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
[3]. Kontu, H., & Vecchi, A. (2014). Why all that noise - assessing the strategic value of social media for fashion brands. Journal of Global Fashion Marketing, 5(3), 235–250. https://doi.org/10.1080/20932685.2014.912443
[4]. Constantinides, E. (2014). Foundations of Social Media Marketing. Procedia - Social and Behavioral Sciences, 148, 40–57. https://doi.org/10.1016/j.sbspro.2014.07.016
[5]. Tokatli, N. (2008). Global sourcing: insights from the global clothing industry—the case of Zara, a fast fashion retailer. Journal of Economic Geography, 8(1), 21–38. https://doi.org/10.1093/jeg/lbm035
[6]. Bao, D. (2022). ZARA’s social media marketing strategy optimization research. Donghua university, 2022. DOI: 10.27012/d.cnki.gdhuu.2021.001483.
[7]. Martínez-López, F. J., Li, Y., & Young, S. M. (2022). Cases and Analyses of Companies Leveraging Social Media. In Social Media Monetization (pp. 115–134). Springer International Publishing. https://doi.org/10.1007/978-3-031-14575-9_9
[8]. Navarro-Beltrá, M., Medina, I. G., & Correia, P. A. (2020). The dialogical potential of Facebook: The case of fashion brands. International Journal of Interactive Mobile Technologies, 14(4), 30-43.
[9]. Sharma, D. (2023). How not who: Message strategies adopted by celebrities v/s social media influencers. Journal of Marketing Communications, ahead-of-print(ahead-of-print), 1–25. https://doi.org/10.1080/13527266.2023.2220326
[10]. Özkan, M., & Solmaz, B. (2017). Generation Z-the global market’s new consumers-and their consumption habits: Generation Z consumption scale. European Journal of Multidisciplinary Studies, 2(5), 222-229.
Cite this article
Wang,J. (2023). Research on Zara’s Social Media Marketing Strategy in the Context of New Media. Advances in Economics, Management and Political Sciences,56,131-138.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).