Social media has not always been a traditional form of business strategy for the fashion industry, therefore a study on the role of social media on user engagement for different tiers of fashion brands was conducted. A combination of multiple regression models, ANOVA analysis, and hashtag analysis was done to understand various aspects of the research question. Tests were run against different post types to gain deeper insights on engagement levels and statistical significance. Post frequency and correlation analysis was conducted to understand how followers respond to the content. Overall, reels and carousel media were the most successful in increasing and maintaining user engagement. Prada has the most inactive users and ineffective social media strategies to increase engagement. While they have a high following they are unable to sustain engagement levels through their posts. Whereas, Teddy Fresh, despite being a smaller brand has been successful in maintaining engagement levels through their niche target market. Lastly, SKIMS has the fastest growth rate and has been able to increase following through their high frequency post schedule. For each of the brands, this information can be used to further strategize the marketing content. Social media is dynamic and therefore the approach for curating content will differ; being able to understand which types of posts are doing well is helpful for the brands as they can continue to run analysis when needed.
- The Role of Social Media in the Fashion Industry