Social Media as a Tool for Brand Promotion: A Content Analysis of Three Fashion Brands' Facebook Page

Abstract

No company can thrive in the cutthroat business environment of today without effective branding. Because branding makes a company stand out from other companies, it is crucial for all businesses, no matter their size. Due to increased brand awareness and engagement, social media platforms have emerged as essential communication platforms.  Especially Facebook is the most crucial social media in terms of several users and activity. Facebook can be used to reach more people with low costs. So Facebook is a significant medium for brand promotion.  The aim of this research is to investigate the effectiveness of social media as a tool for brand promotion. To employ the study objectives a quantitative content analysis method was used. Researchers purposively select three (Aarong, Yellow, and Le Reve) fashion brands’ Facebook pages in Bangladesh. The study finding depicts that fashion brands Aarong, Yellow, and Le Reve have 3.2 million, 4.1 million, and 2.5 million followers on their Facebook pages. On their Facebook pages, Aarong, Yellow, and Le Reve each posted an average of 2.1, 4.73, and 5.67 posts daily to promote their brands. The posts are usually in the English language and most of the posts use product photos with descriptions. Aarong and Le Reve post more women's clothing, while Yellow focuses more on kid's dresses. All three brands saw higher customer engagement with video. Even with fewer posts on Aarong's page, customer engagement was high. Each post had an average of 2,767.25 reactions on Aarong, 753.56 on Yellow, and 434.22 on Le Reve.