Social media brand perceptions of millennials

Abstract

Purpose: A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand–customer relationships that enrich a social identity. The purpose of this paper is to investigate how this affects business communications. Design/methodology/approach: The study utilized a social constructivist perspective, adopting an inductive and embedded case study strategy. Findings: Drawing on the social identity theory, this paper examines how evolving social media platforms have impacted on brand perceptions in the fashion apparel and accessories industries. Fashion brands’ online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits. Research limitations/implications: The paper investigates a specialized marketing activity in the UK. A broader internationally based study would add strength to these findings. Practical implications: The paper focuses on theoretical and managerial implications and proffers significant roles that social media and identity may play in keeping up with the design and development of marketing communications programs. Social implications: Multinational corporations have embraced internet technologies and social media in adopting platforms that their brands can use to contribute content to followers. Originality/value: In total, 30 potential participants, drawn from diverse backgrounds, were contacted via social networking sites, e-mails and telephone. In total, 22 agreed to participate and their mean age was 26. An open-ended questionnaire allowed for elaboration, providing appropriate responses for a second interviewing phase. Four industry professionals were recruited through the researchers’ personal networks to participate in in-depth interviews that sought to investigate the significance of social media as a marketing tool from an industry perspective. © 2018, Emerald Publishing Limited.