The Role of Social Media in the Process of Marketing Communication on the Basis of Fashion Brands

Barbara Mróz-Gorgoń , Aleksandra Całka

Abstract

The emergence of social media has significantly influenced the way in which communication is employed by fashion brands all over the world. The objective of this paper is to present the ways of making use of social media by Polish and foreign fashion brands in the context of their marketing communication. The authors carried out a comparativ e analysis of clothing brands. The outcome of this analysis is the formulation of the research questions which need further exploration. The article has been written on the basis of the reports concerni ng the area of fashion brands, literature studies and the pursued exploratory studies.