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1.
The influence and application of social media in the fashion industry
Ivana Ljumović, 2022, undergraduate thesis

Abstract: Social media marketing proved to be advantageous to all industries. If we consider the huge number of users on social networks and all the advantages they have, as well as their popularity, the fact arises that these networks provide significant business opportunities, i.e., contain great business potential, which they can use if they properly establish communication and advertising through these networks. Nowadays, fashion businesses are investing more time and resources into crafting social media strategies that will further customer loyalty, spread advertising messages, and raise brand awareness. Besides that, social media has a significant impact when it comes to advertising, spreading information, promoting, and selling brands. Social media platforms, such as Instagram, Facebook, YouTube, and Pinterest, are the most popular place for posting and advertising different content. Fashion is an exciting area of constant dynamic changes, and brands need to adapt to it, fashion companies cannot afford to ignore social media. This implies the importance of social media and how fashion firms can use it to their advantage. In conclusion, social media does not replace traditional media, but it does offer consumers pioneering way to interact with the brands they love. Without a doubt, digital media is the latest fashion trend in today's world, and we have every reason to believe in its strength and impact. It is an efficient and effective platform in terms of creating fashion trends and influencers, building brand recognition, and thus being accessible to both existing and potential buyers.
Keywords: social media marketing, fashion marketing, digital marketing, fashion industry, social media strategy, Instagram, customer behavior, social media
Published in DKUM: 14.07.2022; Views: 670; Downloads: 50
.pdf Full text (1,93 MB)

2.
Analysis of interactions of key stakeholders on B2C e-markets : agent based modelling and simulation approach
Aleksandar Marković, Sava Čavoški, Andrej Novović, 2016, original scientific article

Abstract: Background/purpose: This paper discusses the application of ABMS - agent-based modelling and simulation in the analysis of customer behaviour on B2C e-commerce websites as well as in the analysis of various business decisions upon the effects of on-line sales. The continuous development and dynamics in the field of e-commerce requires application of advanced decision-making tools. These tools must be able to process, in a short time period, a large amount of data generated by the e-commerce systems and enable the use of acquired data for making quality business decisions. Methodology: The methodology of the agent-based simulation used in this paper may significantly enhance the speed and quality of decision making in electronic trade. The models developed for the needs of this research aim to improve the use of practical tools for the evaluation of the B2C online sales systems in that they allow for an investigation into the outcomes of varied strategies in the e-commerce site management as regards customer behaviour, website visits, scope of sales, income earned, etc. Results: An agent-based simulation model developed for the needs of this research is able to track the interactions of key subjects in online sales: site visitors - prospective consumers, sellers with different business strategies, and suppliers. Conclusion: Simulation model presented in this paper can be used as a tool to ensure a better insight into the problem of consumer behavior on the Internet. Companies engaged in the B2C e-commerce can use simulation results to better understand their consumers, improve market segmentation and business profitability and test their business policies.
Keywords: ABMS, B2C, e-commerce, website, customer behavior
Published in DKUM: 28.11.2017; Views: 1878; Downloads: 143
.pdf Full text (1,05 MB)
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