Social media convenes unique marketing opportunities capable of supporting direct engagements between marketers and consumers (Nurnafia, 2021). However, it is within such capabilities that have led to novel marketing such as Boohoo's use of social media influencers and celebrity endorsements. According to Audrezet et al. (2020), influencer marketing constitutes an emerging trend in promotional activities whereby marketers contract celebrities or social media with a huge following to pass brand or product information.
Table of Contents
- Introduction
- Social Media and Influencer Marketing
- Disruptive Influencer Marketing Trends
- Boohoo's Influencer Marketing Mix
Objectives and Key Themes
This literature review investigates the effectiveness of Boohoo's use of celebrity endorsements and influencer marketing in promoting their brand and products. The research aims to analyze how these strategies contribute to brand recognition, consumer engagement, and overall success.
- The impact of social media and influencer marketing on fashion brand promotion
- The effectiveness of celebrity endorsements and micro-influencers in engaging consumers
- The challenges and opportunities of influencer marketing in the digital age
- Boohoo's unique influencer marketing mix and its impact on brand growth
- The role of user-generated content and social media platforms in shaping brand perception
Chapter Summaries
- Introduction: This section introduces the research question, highlighting the importance of social media marketing and the emerging trend of influencer marketing in the fast fashion industry. It discusses the potential benefits and challenges associated with these marketing strategies.
- Social Media and Influencer Marketing: This chapter delves into the principles of social media and influencer marketing, emphasizing the role of two-way communication and audience engagement. It explores various types of influencers and their potential impact on consumer behavior.
- Disruptive Influencer Marketing Trends: This chapter examines the evolving landscape of influencer marketing, particularly in the context of the COVID-19 pandemic. It explores the rise of micro-influencers, the use of hashtags, and the disruption of traditional celebrity endorsements.
- Boohoo's Influencer Marketing Mix: This chapter analyzes Boohoo's approach to influencer marketing, highlighting their use of various social media platforms, user-generated content, and celebrity endorsements. It discusses the company's target audience, marketing strategies, and the successes and challenges they have encountered.
Keywords
This literature review focuses on key concepts such as influencer marketing, celebrity endorsements, social media, fast fashion, brand promotion, consumer engagement, user-generated content, and digital marketing strategies. The research also examines the impact of disruptive trends, including micro-influencers and the use of social media platforms like Instagram and TikTok, on the effectiveness of influencer marketing campaigns.
- Quote paper
- Leonard Kahungu (Author), 2021, Marketing of Fashion Brand Boohoo, Munich, GRIN Verlag, https://www.grin.com/document/1033015
