Brand Identity Development and the Role of Social Media Essay

Brand Identity Development and the Role of Social Media - Essay Example The study "Brand Identity Development and the Role of Social Media" can be suitably used for understanding the contribution of social media platform for enhancing a brands image, in the UK fashion industry. The findings of the study can be suitably be used by a number of firms to enhance the efficiency with which they develop brand identity development strategies. Management students can also make use of the present study so that they can utilize the knowledge gained for better impacting consumer purchasing intentions. The current study aims to understand how consumers of the UK fashion industry are impacted by the social media to form perceptions regarding various brands. The study also suitably lays light upon how firms operating in the fashion industry utilizes the social media platform to create a positive brand image so as to increase purchasing intentions amongst consumers. Kim and Ko, (2012) described social media as websites that facilitates its users to share media, content and so on. Some common examples of social media website are renowned social networking websites such as facebook, twitter, you tube and to name a few. As indicated by Hines and Bruce, (2007), social media plays a great role in marketing. Social media marketing is the technique of gaining consumer traffic or attention by social media sites. Kim and Ko, (2012) discussed that social media marketing initiatives generally focuses on efforts to generate content that gains attention of the online communities.