Comparison Of Topshop And Burberry

Paniagua and Sapena (2014) conceptual framework outlines social marketing, social capital and social networking to impact business performance, this alongside the marketing mix tools used is discussed in this section outlining research on two global fashion companies Topshop and Burberry.

Starting off with social marketing and its impact on financial performance. According to Fill (2013), their research identified that it was important for a business to use a differentiation of marketing tools to achieve positive B2C results, this was with an array of marketing communications mix, it was vital for businesses to engage with their audience and achieve their goals. Social media marketing provides key opportunities for businesses to advance their communications to effectively target their consumers (Kaplan and Haenlein, 2010). Zhu and Chen (2015) researched social marketing by examining the impact of the well-known fashion retailer Topshop, collaborating with Pinterest to encourage shoppers to spread

Boyd and Ellison (2007) defined social networking sites as a web-based server that allows individuals to construct a profile within a system, to create a list of other users with whom they know and to finally view and navigate their list of connections. SNS have become a major media source whereby which people develop their personal network over the recent years and has become the world’s fastest personal networking tool (Lin and Lu, 2011). Hol, Fernando and Ginige (2017) researched the contributing factors of social networking sites on business performance and found that with effective content sharing and social interaction, had a positive effect on consumers feelings such as trust which caused user actions of sharing, buying, and investing as a result increasing sales and enhancing operational performance. Figure 2 below demonstrates the researched causal model