Date

12-2012

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

Social media is an evolving platform used by the fashion industry to generate discussion, brand recognition, and improve consumer relations through interactivity and networking. The following study examines the current uses and standards of industry professionals regarding the different social media platforms to determine effective practice. The innovative new instruments in public relations strategy provide key benefits and widespread impact for users, designers, firms and publications that are transforming relationships and brands in the fashion industry.

As a means of guiding the literary research and the collection of expert opinion, Bourdieu’s Social Capital Theory (1985) says, “the profits which accrue from membership in a group are the basis of the solidarity which makes them possible” (Bourdieu, 1985, p. 249). The need for social networking is based on this social theory that interactivity and engagement promote social capital, or the building of networks and relationships. Consumers appreciate the transparency and trust built through social media, but the fashion industry has yet to construct standards for the uses and types of social media content and analytics.

As more fashion and public relations professionals move to online sourcing and social platforms, the increased interactivity in this digital age greatly benefits all participants, and designers and brand representatives need to embrace social networking strategies and their related improvements towards reputation, sales, and accessibility.

Share

COinS