Engaging Fashion Brand Followers on Social Media Platforms - an Explorative Study of Fashion Brands

Background This paper adds to literature by analyzing the brand generated social media content onmultiple platforms and its impact on customer engagement.Methods The study analyses how fifty fashion brands express themselves through brand generated socialmedia content on six platforms. In this paper Customer Engagement has been used as a tool to evaluatea brand’s marketing efforts on social media platforms. Customer Engagement rate can be seen as ameasure of the distance between a brand and their customers. Analysis was done using descriptivestatistics, Correlation Coefficient and Scatter Plot.Results: The results of this paper show that the degree of customer engagement can vary based on theday of posting. The study also demonstrates how different social media platforms can show either positiveor negative impact on customer engagement levels based on average posting per month.Conclusion: This study adds to the body of knowledge on fashion marketing and consumer engagementby providing empirical evidence in favor of the theory that high posting rate may not always result inhigh customer engagement. High average posting rate may impact social media customer engagementpositively or negatively, depending on platform to platform. Also, the day of posting impacts customerengagement levels. Marketers need to analyze each platform individually to see what works best for thebrand.