A study of Social Media Application in Luxury and Fashion Industry in China

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

The development of new media technology has ushered in a communication revolution. Social media, as a category of these new media techniques, is playing a significant role in marketing communications between brands and consumers. The reason is that social media provides a platform for organizations and individuals to construct interactive dialogues via “ubiquitously scalable communication techniques” This study explores the social media application in the fashion and luxury industry of China. The study will discuss some cases of Chinese organizations belonging to the fashion and luxury industry that have adopted the social media tools in their business and are benefiting from it. The aim of this study is to explore the social media application in the fashion and luxury industry of China. Qualitative methodology was used to obtain data for the study. A qualitative study has a structure that can be utilised to recover descriptive data that leads to credible results. Multiple cases from the fashion and luxury industry of China were also examined to study the social media application in the industry. Open-ended questions were asked from the participants in order to search for emerging themes in the provided data. The findings of the study demonstrate that organizations are using social media tools in their marketing strategy and are rasping rewards through it. The strategy has increased loyalty and fan following of their brands. There is a huge potential of social media in the fashion and luxury industry of China; however, the lack of Facebook, Youtube and Twitter may pose as challenge for the growth of this strategy for the firms to the international level. Table of Contents

ACKNOWLEDGEMENTiii

DECLARATIONiv

ABSTRACTv

Chapter One: Introduction1

Background of the Study1

Aim and Objectives of the Study6

Research Questions7

Chapter Two: Literature Review8

Social Media Defined8

Brand and Brand Management12

Brand equity and brand management12

Branding and Social Media Focus15

Social Media and Business Marketing16

Social Media Marketing17

Social Media and Marketing Communications18

Opportunities from Social Media Marketing21

Better Brand Management21

Direct Interaction with Customers22

Targeted Customers23

Built-in Seeding Mechanisms23

Challenges of Social Media Marketing24

Being Relevant24

Management of Comprehension24

Fashion and Social Media25

Social Media in China26

Weibo27

Sina Weibo27

Research Focusing on Social Media in China29

Global Luxury Landscape and the Luxury Customer30

Today's Global Luxury Market31

Social Media & the Luxury Consumer32

Conclusion33

Chapter Three: Methodology34

Research Design34

Research Strategy: Case Study38

Choosing a case study type39

Research Philosophy and Approach39

Research Technique and Process40

Rationale for a Qualitative Study41

Sampling Method42

Participants42

Research Instrument42

Ethical Concerns43

Role of the Researcher44

Chapter Four: Results46

Fashion and Luxury Overview46

China's Fashion and Luxury Status46

Overview of Fashion and Luxury Consumption in China46

Recognition of Luxury Brands Among Wealthy Chinese47

Fashion and Luxury Category Introduction47

Fashion and Luxury Brands Social Media Strategy48

Fashion and Luxury ...