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DISSERTATION PROJECT
TOPIC: A CRITICAL ANALYSIS OF THE EFFECTS OF SOCIAL MEDIA
MARKETING STRATEGIES TOWARDS CAPTURING VALUE FRROM
CUSTOMERS: A CASE STUDY OF H&M FASHION COMPANY, UNITED
KINGDOM
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EXECUTIVE SUMMARY
In this dissertation the purpose will be to explore the change of marketing strategy for the
fashion industry over a 10-year period in the United Kingdom such as H&M fashion retail.
For instance, it can be observed that 10 years ago, fashion companies used to sell products
directly from their physical shops and advertising on TV or posters. However, nowadays, the
development of social media, such as, Facebook, YouTube, Twitter has changed the whole
marketing process. That is to say these social network platforms are being considered for
marketing and promotion of companies and their products. Therefore, fashion companies
have adopted a new marketing strategy where they advertise more on social media. The
benefit is that they can get feedback from customers through these social media networks. In
conclusion, the project aims to identify the influence of social media marketing on H&M
fashion retail company in the United Kingdom toward the customers’ capture value. The
study established that there is supported relationship between tendency to return and content
creation. In addition, there is supported relationship between preference to buy and presence
of hyperlinks. Finally, there is supported relationship between loyalty perception and use of
digital coupon. The use of content creation, hyperlinks and digital coupon should be at the
top of social media marketing at H&M. This is because such has been shown to appeal more
to the customers as to even impact positively to their retention. However, the Marketing
Manager for H&M must drive value more on this by ensuring it brings turnovers and profits
to the company.
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Table of Contents
EXECUTIVE SUMMARY ....................................................................................................... 2
DECLARATIONS ..................................................................................................................... 4
ACKNOWLEDGMENTS ......................................................................................................... 5
LIST OF FIGURES ................................................................................................................... 6
LIST OF TABLES ..................................................................................................................... 7
1.0 CHAPTER ONE: INTRODUCTION & BACKGROUND ................................................ 8
1.1 Organisation Background ................................................................................................. 9
1.2 Problem statement .......................................................................................................... 11
1.3 Purpose of the study ....................................................................................................... 12
1.4 Research Questions ........................................................................................................ 12
1.5 Research objectives ........................................................................................................ 12
1.6 Scope and significance of the study ............................................................................... 12
1.7 Dissertation Architecture................................................................................................ 13
2.0 CHAPTER TWO: LITERATURE REVIEW .................................................................... 14
2.1 Social media marketing .................................................................................................. 14
2.2 Social media marketing strategies .................................................................................. 16
2.3 Social media marketing in the fashion industry ............................................................. 18
2.4 Capturing customer value .............................................................................................. 20
2.4.1 Customer Retention ..................................................................................................... 20
2.4.1.1 Relationship Commitment Model ........................................................................ 21
2.4.1.2 The Holistic Approach .......................................................................................... 21
2.4.1.3 The Conversion Model ......................................................................................... 22
2.5 Conceptual Framework ...................................................................................................... 22
3.0 CHAPTER THREE: RESEARCH METHODOLOGY .................................................... 24
3.1 Research Philosophy ...................................................................................................... 24
3.2 Research Approach ........................................................................................................ 27
3.3 Research Strategy ........................................................................................................... 28
3.4 Research Choices ........................................................................................................... 28
3.5 Time Horizon ................................................................................................................. 29
3.6 Techniques and Procedures ............................................................................................ 29
3.7 Ethical Considerations.................................................................................................... 30
4.0 CHAPTER FOUR: DATA ANALYSIS ............................................................................ 31
4.1 Quantitative results ......................................................................................................... 31
4.1.1 Main social media marketing strategies adopted by H&M fashion retail stores ..... 35
4.1.2 Indicators of customer retention .............................................................................. 38
4.1.3 Relationship between social media marketing strategies and customer retention ... 39
4.2 Summary findings of qualitative results......................................................................... 42
5.0 CHAPTER FIVE: CONCLUSION & IMPLICATIONS .................................................. 44
6.0 CHAPTER SIX: RECOMMENDATIONS ....................................................................... 46
References ................................................................................ Error! Bookmark not defined.
APPENDIX .............................................................................................................................. 50
APPENDIX 1: ETHICAL CONSENT FORM .................................................................... 50
APPENDIX 2: QUESTIONNAIRE ..................................................................................... 54
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DECLARATIONS
I hereby declare that this dissertation is my original work!
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ACKNOWLEDGMENTS
I take this opportunity to thank all those whom through their word of encouragement and
moral support gave me the strength to complete this dissertation. It has been a long ling
journey but finally I have made it. Great thank you to my supervisor for this accompaniment
and formative guidance all through. I also thank my relatives and friends for their support and
all those that made this work see the light of day!
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LIST OF FIGURES
Figure 2.1: Variables mind-map
Figure 3.1: Research onion
Figure 4.1: Continent for the original country
Figure 4.2: Age group of the participants
Figure 4.3: Frequency to buy fashion products from H&M online store
Figure 4.4: Type of social media account actively involved in
Figure 4.5: Type of device used to access social media
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LIST OF TABLES
Table 4.1: Descriptive statistics on the respondents’ bio data
Table 4.2: Descriptive statistics on social media marketing strategies at H&M
Table 4.3: Factors analysis on social media marketing strategies at H&M
Table 4.4: Descriptive statistics on the effects of social media marketing strategies used at
H&M
Table 4.5: Descriptive statistics on customer retention indicators of the participants
Table 4.6: Factor analysis extraction on customer retention
Table 4.7: Bi-Variate analysis on H1, H2, & H3
Table 4.8: Effect of SMM strategies to happiness after buying fashion products from H&M
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1.0 CHAPTER ONE: INTRODUCTION & BACKGROUND
The dissertation topic reads as follows: “A critical analysis of the effects of social
media marketing strategies towards capturing value from customers. A case study of H&M
Fashion Company, United Kingdom”. It is noted of the changes in marketing strategies
within fashion industry over the last 20 years’ period. For instance, it can be observed that 10
years ago, fashion companies used to sell products directly from their physical shops and
advertising on TV or posters (Smith, 2012). However, nowadays, the development of social
media such as Facebook, YouTube, Twitter, and Instagram has changed the whole marketing
process (Adem, 2011). That is to say these social network platforms are being considered for
marketing and promotion of companies’ brands and/or products. Therefore, fashion
companies have adopted a new marketing strategy where they advertise more on social
media. So consistent with the above is whether this has enabled fashion companies to capture
value from customers. The company under review shall be H&M background details of
which shall be presented shortly in the present chapter.
In 40 years’ period over, there has been a radical shift in the manner of conducting
business and the way people interact with it. The emergence of personal computers, e-
commerce and the Internet have had a significant impact on the manner in which businesses
run and market. The presence of social media technology has been speeding up and it is
expected that it would similar effects to the modern business environment (Bashar, Ahmad &
Wasiq, 2012). As more and more technologies emerge, businesses that adopt these
technologies acquire more benefits and certainly better competitive strategies in the digital
realm. Examples of technology-driven organisations include eBay, Amazon, Google, and
Microsoft (Power, 2014).
In very short time, social media has emerged as among the highly loved mediums
among the young generations today. Social Media Marketing is a fundamental marketing
concept today and entrepreneurs and business owners are keen to understand the degree to
which it may be used to generate value for their enterprises (Boyd and Ellison, 2012).
Notably, individuals are social by nature and gather or share information that is relating to
them. Social Media Marketing regards comprehending the manner in which technology
makes it easier for people to connect in a social way within their “social networks” and the
benefits to a business. In other words, how businesses can convert this social engagement to
value. It is so that majority of customers for different reasons use social media every day.
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It is worth noting about the misconception between “social media” and “social
networking sites (SNS)”; the two are not synonyms! Social media serves as tools for “sharing
and discussing information”. Moreover, it serves as a type of online media that encourages
subscribers to share feedback and contribution. It consists of social instrument facilitating
two-way communication including information sharing among users in a defined network
(Power, 2014). Social media marketing encompasses online activities whereby the users
contribute to content creation. This lures more user involvement in ways such as positing
comments, reviews, positing notes and recommending content to other users that might have
similar preferences or interests or lifestyle. In a broader scope, social media inclusively
involves activities where individuals create content, bookmark it, share it, and simulate
network in a swift way.
On the other hand, social networking sites (SNS) enable people to build their profiles
“within a bounded system”, interact with others and transverse their chain of connections and
those created by others in the same system (Boyd and Ellison, 2012). On this backdrop it can
be inferred that social networking sites (SNS) are a type of social media. Indeed, majority of
teens and young generations are joining different social network site. Therefore, upon
registration the individual may start to socialise and develop their own networks across
friends and peers whom they share common interests or objectives (Bashar, Ahmad & Wasiq,
2012).
For instance, sites such as Twitter, LinkedIn, and Facebook are influencing the
manner in which users maintain and propagate the degree of social relationships right from
social ties to casual acquaintances. It is so that consumers today seek to gain more
information on products prior to making a purchase. Fundamentally, social networks have the
extreme capability of informing and influencing positive purchase decisions (Boyd and
Ellison, 2012). The reason is because potential users have trust on their peers given the
referrals and opinions they give to products and services; this is simply sharing their past
experiences on a product or service which in turn gives more confidence to the new
customers. Customers today have better influence to comment on the brand and broadcast
their feedback regarding the brand.
1.1 Organisation Background
H & M Hennes and Mauritz AB is a multinational retail-clothing company based in
Sweden; it is well known for its fast-fashion clothing across genders i.e. men, women, youths
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and children. Therefore, the company invests in a fashion for all strategy to ensure it has a
wider market segment (H&M, 2016). The Logo for the company is as shown below.
The company has got 4,000 stores across the world and its main independent brands
include H&M, Monki, COS, Cheap Monday, Weekday and Other Stories. Its business
concept encapsulates fashion and quality, at affordable and competitive prices. The company
commits to having the best customer offers in every unit of its market. For instance, it
extends collections that create possibilities to choose from diversified fashion brands may it
be for men, women, teenegers and children. H&M does not attribute price to design,
sustainability and quality since its punchline is to create inspiring fashion with most
competitive value for money (H&M, 2016).
Also, the management at H&M is keen on quality right from idea to final product.
Thus, aims to go beyond customers’ expectations in terms of quality. In that way, creates
possibilities for best price by eliminating middlemen within its value chain, in-house design,
efficient in its logistics, cost reduction, large purchasing volumes and purchasing the
appropriate products from the valuable markets. H&M does not operate factories but rather
purchases products from authentic suppliers whom they have had long-term relationship
(H&M, 2016).
In terms of global expansion H&M invests heavily in sustainability, quality and high
profitability (H&M, 2016). Moreover, the organisation offers inspiring fashion for all. The
company also reports growth and expansion in terms of establishment of new stores globally
and online. The management also notes that the company has more opprotunities for growth
in both existing and new markets in other countries. In terms of growth target H&M aims to
raise the number of stores by 10%-15% annually; in so doing grow its revenues in
comparable units.
For instance, in the year 2016 the pace of expansion targets creation hit 400 stores on
average; and most of the expansion would take place within existing markets. Also, in 2016
the management focus is for new markets to be opened in places such as New Zealand,
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Puerto Rico and Cyprus. Most importantly, H&M dedicates to offer e-commerce in two of its
existing markets. In total having e-commerce processes in over 34 of its existing markets
come the end of the year 2016.
Noteworthy, the company articulates on its online expansion. For instance, the
management notes that for the firm to cope with the rapid evolution of the online market
especially shopping with smart phones and tablets, it will keep investing more on distance
selling. As indicated above, H&M has online shops across its 32 markets. Its digital store
supports mobile-technology and more roll-out in online stores will continue to be
implemented (H&M, 2016).
As the reader can see expansion plans in H&M incorporates a strategy for online
expansion and this is an important matter for this dissertation. Why? The reason is because it
will be evaluated how or what criteria H&M intends to use to have a rewarding online
expansion processes that are not only transactional but avenes to build customer retention,
loyalty and better relationships. It would be less advisable to put up online stores yet lack
adequate protocols that capture more value for the company and from the customers in
particular.
1.2 Problem statement
The problem analysis rests on the fact that many organisations are still struggling to
use effectively their social media marketing strategies to capture customer value (Gillin and
Schwartzman, 2010). On the other hand, the use of social media has been regarded as a
pathway to improving image and simply have an online presence in the e-commerce realm
(Gordon, 2013). But then it is becoming apparent that companies need to capture more value
in their social media marketing by engaging their customers and building as much loyalty as
possible.
Also, building as much stronger relationships as possible what may be regarded as
customer retention (Kotler and Armstrong, 2010). The gap then is: how do fashion companies
effectively build lasting relationships with their customers? Also, the other problem identified
includes how companies can convert random individual use of social media to real retention
so that they may build-up a community of loyal consumers. Fashion is a sector where social
media marketing plays a significant role due to the visual capabilities it gives to the audience.
It is imperative that these strategies have touchpoints that would render a company such as
H&M to command more retention and be ahead of its competitors in terms of market growth
of its fashion line products.
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1.3 Purpose of the study
The purpose of the study sought to evaluate the effects of social media marketing
strategies towards capturing value from customers. The study seeks to achieve a
comprehensive analysis of a fashion company active in the United Kingdom such as H&M.
1.4 Research Questions
The research questions read as follows:
1. What are the main social media marketing strategies adopted by H&M fashion retail
stores in the United Kingdom?
2. What are the indicators for customer retention?
3. How has social media marketing used by H&M led to customer retention in the
fashion market segment in the United Kingdom?
4. What recommendations may be made to H&M management towards the
implementation of social media marketing strategies that will enhance customer
retention in the United Kingdom?
1.5 Research objectives
The research objectives included the following:
1) To cite the main social media marketing strategies adopted by H&M fashion retail
stores in the United Kingdom?
2) To highlight the indicators of customer retention
3) To illustrate how social media marketing strategies used by H&M lead to customer
retention in the fashion market segment in the United Kingdom
4) To test any supported relationship between social media marketing strategies and
customer retention in the H&M’s fashion retail sector United Kingdom
5) To compile recommendations that may be made to H&M’s management towards the
implementation of effective social media marketing strategies that will enhance
customer retention within its digital platforms or e-commerce
1.6 Scope and significance of the study
It is worth stating that the issue in question is not about “internet” but rather “social
media”. Also, the issue is not about “internet marketing” but rather “social media marketing”.
These two concepts should not elate confusion because the researcher believes internet as a
technology emerged earlier and it is the ground work for all other innovations such as social
media.
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The scope of the study was confined to social media marketing per se and capturing
of value based on retention and loyalty of customers. But the debate is valid inasmuch as
social media emerged in the business world. A number of social media firms have been
launched, for instance; companies such as Facebook, Twitter, LinkedIn, and Pinterest among
others continue to dominate the industry today. The value of the study is to ascertain whether
emerging social media platforms and the proactive involvement of companies in advertising
themselves has been of any strategic importance to them especially in building loyal
relationships with their consumers.
Moreover, to determine whether social media has been a connecting platform between
firms and their market segments as to build more loyalty and retention from them. Therefore,
the overall study provided touchpoints that would enable contemporary companies to build
more value from customers by creating better relationships and retention. Further, the
dissertation contains ideas that not only say the “what” of social media but include “why and
how” such strategies may be effectively utilised to align advertisement with value from
customers. Better still; there should be constant engagement and interaction between social
media marketing and the consumer so that there is more brand loyalty and retention.
1.7 Dissertation Architecture
Introduction: It includes the research questions, objectives of the study, problem statement
and
Literature Review: Development of models and theories in social media and customer
retention
Methodology: Depicts the design of research in terms of philosophies, strategies, approaches
and data collection and analysis
Data Analysis and Findings: Presentation of the primary findings and link to objectives
Conclusion, Recommendations, & Implications: Re-evaluation of the findings and
dimensions for future research
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2.0 CHAPTER TWO: LITERATURE REVIEW
In this part of the dissertation the focus will be to develop theories and models in
support of the main variables namely: (a) social media marketing strategies and (b) capturing
value from customers. The two variables need to be evaluated further so as to develop the
literature review in a more focused way including incorporating the right theories and so on.
2.1 Social media marketing
The analysis on social media marketing was to generate intervening variables with the
aim to provide better discussions of how social media marketing strategies influence fashion
brands to gain in customer retention.
The Internet is a major platform for socialisation and constitutes the main connecting
medium within the online environment. Today, there are quite a number of emerging social
networks and services such as news, communication, videos, blogs, graphical and
infographics among others. It is held that the amount of social media platforms goes beyond
the billion audience of users and the same is expected to increase and outdo the search
engines’ audience. It is equally the case that there exist many people that are using Internet
today just to communicate or connect in their preferred social networks.
In addition, the users are capable of getting whatever information they need by
subscribing to these social platforms. It is due to this fact that majority of organisations have
linked their activities to these social networks so as to better connect to the target audience. In
the beginning organisations did only use the social platforms for marketing management;
hence served as channels to advertise online i.e. banners or text announcement. But then later
organisations have realised there exists a wider marketing potential that may be captured
using social media (Funk, 2012).
Social media marketing to be noted as SMM can be termed as a type of online
marketing which, incorporates a plethora of processes and initiatives executed through social
media channels; their focus mainly tends to attract attention of the audience towards a brand
or product or company. The other vision includes expanding the customer target group,
creating more brand awareness and obtaining feedback from existing customers. Therefore,
social media marketing creates messages and value propositions that will be easily searchable
by the target audience. The emergence of modern web technologies has created possibilities
for the distribution of relevant content to the wider market audience whilst making the
endeavour more cost effective for the company (Kotler and Li, 2011).
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Use of social media benefits businesses in the sense it has lot more of target
orientation. Therefore, it provides firms with an opportunity to access and reach out to an
interested audience at the same time deliver required information. The expected outcome is
that the target audience later becomes the potential consumer and in the end loyal customers.
On the other hand, social media channels guide businesses to evade an uninterested audience
hence overcome investing funds in promotional activities within a potentially unprofitable
customer or market.
It is so that social networks have peculiar advantages when compared to other online
marketing techniques such as SEO, banner advertisement and content. Similarly, the
advantage for social networks differ with those provided by traditional advertising channels
like in the case of outdoor advertising, TV, product placement and BTL. It is also the case
that online users prefer sharing interesting information among themselves; such would
revolve around their communities and circles. It means with an accurate approach this
tendency of online users can be utilised to capture a wider audience eventually expanding the
followers’ turnovers (Sashi, 2012).
Social media marketing has an orientation towards multiple purchase customers; that
aside it endeavours to create long term relationships with the customers, bring in more
interaction, influence their preferences, and use their feedback to improve and deliver product
quality. On the same, social media marketing aims to execute a possibility towards attracting
new customers that have a potential loyalty towards a brand following the positive experience
gained by their peers or loved ones. This is majorly where the peers or relatives or friends are
existing satisfied consumers who might be instrumental to creating a strong brand image
(Stelzner, 2014).
In the modern business environment managers either for small or large businesses
have been adopting social media marketing as a key promotional strategy. Social media is
largely the most cost effective and easier platform to communicate and dispatch information
regarding brands, new products or services, businesses, events et cetera. In the process, the
information created in social media is passed on to other potential followers where such
yields a multiplier effect that keeps building more and more audience (Khan and Khan,
2012).
In other studies, it is held that social media networking enables customers both
existing and potential to participate in the marketing and promotion of the business. In so
doing, such creates a dynamic ecosystem that strengthens relationships among people within
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the content they build and share out. They indulge in sharing information about a product and
engage more on good and bad experiences. On the same note, social media has enabled
customers to express all dissatisfaction they have regarding a product or service they did not
enjoy in real time; in the end creating an opportunity for the businesses and the individual
customers to connect more at a personal level (Boyd and Ellison, 2008).
The interactive aspect of social media and its capacity to create conversations across
users and communities not to mention the platform it gives customers to generate content and
value creation, continues to excite businesses increasing their potential to meet and satisfy
market needs (Brass et al, 2012). The internet evolution has equally contributed to the growth
of social media and managers seek to benefit on how best to improve product/service quality
using such technologies (Ellison et al, 2014).
2.2 Social media marketing strategies
Social media marketing strategies served as the key independent variable in this
dissertation. The quest was to show how social medial marketing strategies lead to positive
customer value in this case customer retention.
It is worth stating that social media marketing has less to do with reaching out to as
many potential customers as may be possible. In the case of traditional advertising such as
TV, managers give large amounts of money for coverage within a spot that would fall to a
larger audience. In other words, managers are keen to pay for advertising coverage at that
time when majority of people are believed to be watching television. On the contrary, social
media is all about connecting at the same time generating meaningful and influential
conversations between the business and the consumers; at the same time delivering to them
necessary content they might need and whenever its needed.
It is vital for any business to investigate what their potential buyers are concerned
about when it comes to the usage of a product; what they would like to hear and what they
are curious and excited to consume. In order to establish this, every business must take steps
to know the driving factors and motivations to buy certain products instead of others. On the
other hand, the same implies that businesses require to understand their clientele so as to
build custom-made content for them including devising a fitting strategy for them too (Evans,
2010).
As indicated, a business needs to analyse the rational and driving factors of why
consumers purchase certain products and leave out others. For instance, key influences could
be due to customer service, luxury, prestige or quality. The most important note is that the
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content should be channeled to communicate the brand in a manner that strengthens the
image and reputation of the business; moreover, such undertaking should impact positively
on the image. In lieu of thought leadership it is where a business endeavours to show its
consumers that the firm commands a “leadership role in their domain” (Gruyter, 2010).
Therefore, thought leadership content can be captured in research and survey reports, online
seminars, whitepapers or types of multimedia content which consumers regard as up-to-date
and with capacity to respond to their grievances (Hargittai, 2008).
Thought leadership content in a general manner depicts to the consumers that the
brand is worth, smart and valuable. The other way to create more engagement between the
customers and the content is by creating action oriented content as a result making the
consumers have much more interactive experience with the brand. This is what may be
termed as creating and building pro-active content. Businesses should create content that
bears the message that may be spread out and eventually being consumed; also providing
content serves as the first move to stay in touch with the users, increase contact and enhance
relation by indulging into further dialogue (Barker et al, 2012).
The other concern is that a business before it can delve into social media initiatives
and marketing through the same, the management should establish whether “social media” is
a befitting strategy or not. For instance, whether the practice of social media is in line with
effective brand positioning or not. In the case where a product targets a superior or special
group in terms of clientele then such would not be a good strategy for the reason the audience
does not often use such channel. It is vital for the management to undertake a media audit so
as to evaluate the social media platform in which its target audience use more; then
benchmark the same to competitors. Then, establish the would be limitations for possible
content (Zarrella, 2009).
In conducting social media marketing it should be checked whether the target
audience are ready and willing to participate and interact with the brand. Upon creating a
marketing strategy, the next step is to establish the goals that are achievable. For instance, the
goals would be to enhance brand reputation, build better platforms for customer service,
engage with more potential customers, obtain thought leadership content, crowd-sourcing and
eventually achieve a dynamic search engine ranking. It is worth stressing that the key interest
and objective for social media marketing is to be able to connect to other audience including
achieving influence so as to manipulate and convert them into real customers (Ozuem, 2016).
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It is fundamental to connect to the target audience and influence a conversation where
that may be termed as an engagement. On this realm, it is crucial for the social media
marketer to have a glimpse of the manner in which target consumers speak. Moreover, the
business should understand the words and phrases used by the target audience; in the end
align them to the content provided, the title, tags, descriptions and links especially to the very
things the target group are searching for (Kaplan and Haenlein, 2010).
The three steps to achieve this for a social media marketer is by getting to be a part of
the target community through listening, understanding, pilot testing and then interacting. The
second thing is to integrate the community in the marketing process and thirdly noting down
the changes and advances within the audience. The business seeking to use social media
marketing need to adapt and identify with the rules and expectations set forth by the
community. The first step in social media marketing is for a given business to get into
dialogue with the consumers whilst promoting brand awareness; secondly, increase consumer
engagement, persuade them, convert them and in the end build their retention capacity
(Safko, 2012).
Other issues that need to be noted in regard to social media marketing strategies are
that the name adopted in the social media channel should coincide with the brand’s name.
Otherwise, when this is not achieved the consumers would have a difficult time locating and
searching for the business including identifying with the content shared about the brand
(Gordon, 2014). It is held that social media marketers with huge followership do not receive
more retweets or even mentions in light of the content they publish. However, different
scholars have not supported this assertion in the sense that the amount of users influence the
level of retweets a business gets.
On the same note, is that there are users with just few followers yet enjoy more
retweets. Based on this, it means content is an important and valuable thing which other
audience are willing to share or spread it to their circles. It is a good move to identify
potential consumers that would aid in channeling a message and proceed to adjust the content
to them. On the same is that a social media marketer should carefully follow those that follow
them since it depicts the willingness to listen to the consumers, their ideas, opinions and
perspectives about issues (Bodnar and Cohen, 2011).
2.3 Social media marketing in the fashion industry
It is held that the use of social media technology across fashion companies gained
momentum in the period 2009. As such, use of technology is a way to assist customers to
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have more interaction with the brand. On the other hand, customer interactions add value to
the brand by triggering more awareness, engagement and involvement. In the process support
brand recall stimulate purchases. In addition, blogs, social networks i.e. Twitter, Facebook,
Instagram, Pinterest, and tweets give fashion brands managers a medium to connect with
their audiences. However, for the majority of fashion brands, social networking would
demean the relationship with consumers; but then this perception has changed in that social
media strengthens stable relationships and has potential to reach out to a larger audience
(Kim and Ko, 2012).
Further studies depict that the use of social media has continued to trigger word of
mouth as well as viral marketing for fashion brands. Word of Mouth and engagement about
products or services among consumers has been termed as the major influential force and
source of information about fashion brands (Alreck & Settle, 2012). In addition, where the
word of mouth is passed via the Internet, it ends up being viral eventually becoming powerful
notwithstanding its ethical or unethical content. It is the spreading of information which
converges individuals together to exchange views. For instance, fashion celebrity
endorsement is today a worldwide phenomenon given that social media legitimizes the casual
look.
Fashion has spread globally thus the use of Internet blogs enables consumers to have
an unlimited space to express their views and opinions about varying brands (Kozinets,
2006). Blogs can be regarded as personal websites that are maintained by individuals using
graphics or videos et cetera (Smith, 2009). In the line of fashion there exists million bloggers
in the world with regular updates on new fashion trends. Actually, fashionists regard bloggers
as the new journalists’ persona and those that are capable of having much influence on the
market responses (Kaplan & Haenlein, 2010).
It is held that the rising demand for a stronger presence online had led fashion brands
to undergo new challenges in using social media. On the other hand, the growing rise of
social media can be justified on the grounds that millions of people do rely on it to keep
connections with others, share content and hold forums on divergent topics (Hanna, Rohm,
and Crittenden, 2011). It is evident that social media has a powerful as well as ever-present
impact; but then majority of fashion brands have not been in a position to sufficiently create
strategies at the same time allocate resources to have an effective engagement in their social
media platforms (Michault, 2009). Notably, social medial channels such as Facebook,
YouTube, Instagram, and Twitter have become mediums through which fashion brands keep
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connections going with their target audience and consumers for that matter (Tungate, 2009).
In so doing this has led to the development of innovative marketing communication among
fashion brands (Arthur, 2013).
Other findings depict that social media has had its enormous contribution to the wider
fashion system. The opportunities within social media include the fact that it gives attention
to the consumer, delivers and communicates the brand message (Bautista, 2013). In the end,
social media has contributed to intensified democratisation in relation to fashion; for instance,
nowadays consumers are capable of viewing designs and collections live through the net,
make buying choices and even proceed to give immediate feedback on other social media
channels. The revolution coming through social media is but a move-away from the old elitist
fashion given that designers can directly engage with their consumers. Fashion brands no
longer rely on printed fashion magazines to communicate their brand messages (Michault,
2009).
2.4 Capturing customer value
Capturing customer value was the main dependent variable for this dissertation. There
are a number of concepts for understanding and documenting the various ways to measure
customer value. In this dissertation the researcher singled out from the many, the notion of
customer retention. In other words, customer retention was used to build the dependent
variable; besides it was the instrument for capturing customer value in the context of fashion
brands.
2.4.1 Customer Retention
In any business customer retention has got its valuable benefits such as low costs in
maintaining customer relationships, minimal price sensitivity, increased productivity and
market share, higher efficiency and eventually positive word of mouth from existing and
satisfied customers (Zineldin, 2014). Customer retention in an organisation may be monitored
in a number of ways such as: the turnover rates in purchases, return purchases or even annual
retention rate. Therefore, for companies to attain optimum customer retention within a
growing and competitive market place, then there must be initiatives to match customers’
needs and expectations (Armstrong and Kotler, 2008). It is established that some business
scholars regard customer retention as the inclination of customers to persist in demanding and
depending on specific service providers; thus it is the wider view in terms of the behavioural
dimension of customer retention (Ranaweera and Prabhu, 2013).
21
The analysis of customer retention was performed using three key supporting theories
namely: (a) Relationship Commitment Model (b) The Conversion Model and (c) The Holistic
Approach.
2.4.1.1 Relationship Commitment Model
The model was developed in an attempt to depict the influencers of relationship
commitment. The key elements sought consisted of three factors which included:
communication effectiveness, functional quality and technical quality. The three are said to
be orchestrated by trust emerging in the various relations in the end affecting relationship
commitment. “Trust” is the component that is used to create belief that a firm can be
trustworthy in behaving in a manner which protects the interests and needs of the customer.
In addition to this, service quality encompasses touchpoints under functional and technical
aspects. Technical quality, for instance, links to the actual results as envisaged by the
customer while functional relates to the manner in which services are delivered. On the same,
communication effectiveness links to the manner in which crucial information is been shared
across the firm and the customers; this way, affirm that the consumers are receiving
information in the manner they deem appropriate and in an easy way to understand (Sharma
and Patterson, 2009).
2.4.1.2 The Holistic Approach
Under this criterion the focus of the proponents was to explore the collective
implications of satisfaction, trust and switching barriers towards customer retention.
Noteworthy, is that under this model there are two functions namely: phenomenon evaluation
of the key effects of the variables in relation to customer retention. The second function
explores the interactive implications which switching barriers as well as trust have towards
customer retention at the same time considering the intervening role of satisfaction
(Ranaweera and Prabhu, 2003).
In other studies, the holistic method in explaining customer retention included
variables such as Inertia, Quality, Price, and Indifference. For instance, in line with the
service quality element a number of studies depicted that there exists direct and positive link
between stated service quality and buying intentions. It means the attractive is the price, the
higher the degree of repurchase intentions. On the same, the much the level of inertia, the
higher the degree of repurchase intentions; then the higher the level of customer indifference,
the larger the level of repurchase intentions (Ranaweera & Neely, 2003).
22
2.4.1.3 The Conversion Model
The conversion model takes into consideration the fact that it is not adequate to meet
the needs of the consumers; this is basically because such does not predict customer
behaviour in the future. The proponents of this model hold that in a number of times
dissatisfied customers may remain i.e. continue seeking the services of a particular provider
while satisfied customers never return even after receiving expected results. In that regard, it
is important for a company to understand and evaluate the commitment level of their
consumers. Other factors that influence customer retention include the degree of
ambivalence, scope of involvement and attraction of alternatives (Richards, 2006).
There are drivers and precursors for customer retention which emanate from diverse
antecedents. Foremost is that customer satisfaction directly impacts on customer retention
although this relationship may vary from one context to the other. This is because indicators
such as product, customer dispositions and industry characteristics may cause the relationship
to take divergent directions (Armstrong and Kotler, 2008). According to Mittal et al (2008)
customer relationship management supports the role of relationships and social connectivity
in the process of service delivery. It means organisations would build their customer retention
when they capitalise on handling customer relationships.
2.5 Conceptual Framework
A pre mind-map breakdown of the variables is as shown below.
Figure 2.1: Variables mind-map
The mind-map generated in figure 2.1 above anticipated the key elements the
researcher would be looking out for in linking social media marketing strategies and captured
customer value. For instance, in the social media marketing strategies there is content
Social Media
Marketing
Strategies
Capturing
Customer
Value
Content
creation &
Images Customer
service
Advertising
and
Promotion
Word-of-
Mouth Re-Purchase
Intentions
Loyalty
23
creation and images, customer service and advertising and promotion. In content creation &
images it points to the fact that social media thrives on basis of the content. It is the content
that attracts visitors to the company’s website and eventually generating sales. Also, content
incorporates blog posts, eBooks, press releases, articles, webinars, infographics, videos, guess
blogging posts, downloadable prices and general relevant images (Ozuem, 2016). Graphical
work serves as an additional component of social media since platforms such as Facebook,
Google+, Pinterest or Twitter provide visual content since majority of people prefer sharing
and reacting to photos. Besides, it is crucial for a company to choose the best platforms in
social media marketing. Customer service is an important element in social media marketing.
This comes at the wake where majority of consumers find it much more convenient to have
their queries and concerns addressed through social media (Dahl, 2014).
24
3.0 CHAPTER THREE: RESEARCH METHODOLOGY
In this chapter the methodology used in developing primary research has been
elaborated. The key milestones included a development of the research philosophy,
approaches, strategy, choices, time horizons, techniques and procedures. Thus, the mentioned
tasks were used to articulate on the methodology of the work. So far, the dissertation has two
of its first chapters based on secondary research. In secondary research the focus goes to
analysing information from past studies. It is equated to desk research which focuses on
evaluation of existing research and not primary research (Stewart and Kamins, 2013). The
sources of secondary research included review of books on social media marketing, journals,
articles, business websites and documents on social media marketing. In point of fact, the
reference page is an acknowledgment of all the sources and materials that constituted the
secondary research of this work. That been said the next review will go to the holistic
methodology used to piece-up the dissertation findings to meet the objectives of the study.
The objectives sought included the following:
i. To cite the main social media marketing strategies adopted by H&M fashion retail
stores in the United Kingdom?
ii. To discuss the changing trends over the use of social media marketing in the H&M
fashion retail sector in the United Kingdom
iii. To illustrate how social media marketing strategies used by H&M lead to customer
retention in the fashion market segment in the United Kingdom
iv. To test any supported relationship between social media marketing strategies and
customer retention in the H&M’s fashion retail sector United Kingdom
v. To compile recommendations that may be made to H&M’s management towards the
implementation of effective social media marketing strategies that will enhance
customer retention within its digital platforms or e-commerce
3.1 Research Philosophy
The research philosophy may be defined as the belief regarding the
manner in which data about a subject matter should be gathered, applied and
analysed (Myers, 2008). Other terms to clarify include epistemology which
refers to what is known to be true and doxology being what is believed to be
true (Saunders, Lewis and Thornhill, 2012). For instance, in this dissertation
the epistemological aspect included facts on:
▪ Social media is a platform for peer engagement and interaction
25
▪ Social media is a channel to share information
▪ Social media is growing rapidly among the youths and the wider
population
The doxology part of the dissertation encompassed the following
assumptions:
▪ Social media marketing has positive impact to customer retention
▪ Social media marketing is a channel to capture value from customers
▪ Use of social media marketing is a guarantee for customer retention
Therefore, the doxology part of the study is what influenced the scope
of strategies and choices so as to convert beliefs to factual truths and so on.
Better still; the researcher intended that by completing the dissertation every
information or findings constituted an epistemology. As such the purpose of
choosing scientific processes is because it transforms realities believed to
realities known. Noteworthy, two major research philosophies to be addressed
include positivism (scientific) and interpretivism (anti-positivist) (See Myers,
2008).
According to positivism reality is stable and observable from an
objective point of view (Littlejohn and Foss, 2009) and without interference to
the subject of study. Positivism further contends that phenomena ought to be
treated in isolation while observations could be repeatable. In most cases such
has to do with manipulation of data as well as variations but in just a single
independent variable to take note of regularities in and establish relationships
across some of the constituent elements within the social world.
On the contrary, interpretivists affirm that it is only through subjective
interpretation of and intervention within reality would a phenomenon be
comprehended (Collins, 2010). The review of phenomena within their natural
environment is a major consideration in interpretivist philosophy. The other
acknowledgement in interpretivism is that scientists would not be able to not
affect the phenomena they study. Interpretivism has the researcher interpreting
the elements in a given study; it means an interpretivist includes human
interest in the subject being studied (Littlejohn and Foss, 2009). Moreover, it
assumes that access to reality is via social constructions such as shared
meanings and beliefs, language and instruments.
26
Interpretivism opines that a researcher being the social actor ought to
recognise the differences across people (Collins, 2010). Additionally, is that
interpretivism studies mainly settles on meaning and employs multiple
methods so as to depict varying aspects of the phenomenon under study. In
such an approach the means for data collection includes observations and
interviews; whereas secondary data may also be a medium to develop data
(Myers, 2008).
There are a number of disadvantages in using interpretivism research
namely (Littlejohn and Foss, 2009): (a) Subjectivity and bias in the researcher
(b) Inability to make predictions and generalisation of data. The advantages,
on the other hand, include the high possibility for high degree of validity in the
primary data making it honest and trustworthy. For instance, in the current
study the researcher opts to rely on interpretivist research philosophy;
therefore, the depth of the discussion shall mainly be dependent on the degree
of studies achieved. In general, the current dissertation seeks to look at the
socially constructed meanings and opinions around social media marketing
and its influence towards customer retention. The researcher also believes that
there exists different understanding and opinions about the matter and this is
what will be evaluated in-depth this dissertation.
Below in figure 3.1 is a presentation of the research onion that may be
used to guide the rest of the dissertation. The layers as depicted are a path that
the methodology design should be effected. For instance, the focus is to reach
the inner most core which is “data collection and data analysis”.
27
Figure 3.1: Research onion
Cited in: Saunders et al, 2009
3.2 Research Approach
In the research onion it can be seen that layer 2 has got two approaches
namely deductive and inductive. For instance, in deductive approach a study begins
with a question or statement and then develops research so as to answer it (Gerring,
2007). In this dissertation the research questions stated served as known speculations
regarding the topic and what the researcher believed could be answered. The
deductive approach begins from theory to the research question, then data collection,
and rejects or confirms the research questions based on the findings (Sapsford, 2007).
In applying this to the dissertation, theory part took the greater part of the literature
review since it was where key models and concepts on social media marketing and
customer retention was fully developed. The research questions were evident in
chapter one while data collection was featured in chapter four after gathering
information from the questionnaire and interviews. Under the conceptual framework a
number of linkages on variables were proposed and in chapter four the same were
empirically tested to either confirm or reject any relationship. In general, rendering
the study to have been a deductive process.
28
On the contrary, an inductive approach is where it involves researching with
the end-goal to create theory (Norris, 2005). It means such picks an opposite direction
other than that taken by the deductive approach. In that case, the investigator moves
from research question to observations, describes analysis and culminates in creating
theory. It is advisable that where a topic is subject to limited research, an inductive
approach would be the most appropriate. Once again given that the topic selected in
the current dissertation has been debated in vast research an inductive approach was
not considered. It was the best thing to have confirmed theories revolving around
social media marketing strategies and the ones for customer retention.
3.3 Research Strategy
In the research onion the strategies are a number but in this dissertation the
most preferred one was the survey strategy. Actually, a survey strategy is that which
is vastly linked to a deductive approach. It accords the researcher an opportunity to
effectively collect data in large amounts so as to address the what, who, when, where
and how in relation to a specific subject of study or issue (Somekh, 2006). The reason
why the researcher settled on survey strategy is its possibility to generate informative
statistical data. It was seen in chapter four the use of descriptive statistics to present
data findings. On the other hand, there was the use of inferential statistics which
included bivariate analysis (i.e. correlations) and regression.
3.4 Research Choices
Under the research choices, the options include mono-method, multi-method
and mixed methods. As the name suggests, mono-method research involves the
application of either qualitative or quantitative data (VanderStoep and Johnston,
2009). In that case it does not involve the mixing of the two. Due to this mono-
method was not an appropriate choice for the dissertation.
In using mixed methods, the investigator gets to rely on both qualitative and
quantitative research methods in a study (Halcomb and Sharon, 2009). Proponents of
mixed methods research such as Bryman (2006) noted that in using both choices the
limitations of each can be offset whereas gaps within data could be filled or predicted.
The researcher, therefore, gathered, analysed and integrated quantitative and
qualitative research i.e. surveys and focus groups data to make comprehensive
summary about the topic of study. Moreover, use of the two methods led the study to
29
be a sequential explanatory strategy where it involved gathering and analysing of
quantitative data and then seconded by gathering and analysis of qualitative data.
Basically, in this dissertation data gathered from the questionnaire constituted
the greater part of the quantitative research which was analysed systematically; upon
completion, data gathered from the focus groups was evaluated and closely linked to
the quantitative findings. The researcher gave equal priority to two aspects of data
collection and analysis not to mention the integration of their findings at the time of
interpretation. The major focus was to explain quantitative results by making follow-
up focus group interviews to better comprehend the outcomes in the quantitative
research.
The strength of relying on mixed methods are its capacity to be straight
forward due to its clear, distinct protocols and easiness to describe a phenomenon.
Alternately, the weakness is that mixed methods do consume much time more so
where there is combination of both methods and each being given equal priority and
consideration (Bazeley, 2004).
3.5 Time Horizon
There are two kinds of time horizon namely cross-sectional and longitudinal.
In the former the use of designs such as qualitative and quantitative looks into the
trends in behaviour for multiple groups within a single point in time (Brace, 2008).
On the same, longitudinal designs study events and behaviours but then on
concentrated samples across a longer period of time (Riemer et al, 2012). For the
present dissertation cross-sectional process was most applicable because the
researcher surveyed and interacted with a single group at that very time of surveys.
3.6 Techniques and Procedures
Data collection was administered using closed-ended questionnaires and a
follow-up done using interviews from a focus group. Foremost, is that a sample of
100 individuals was invited to take part in the answering of the questionnaire. During
the pilot study the researcher acquired over 100 emails of potential respondents
especially university students because this represented the youthful market that H&M
targets its fashion brands. Then through the emails the researcher sent directly the
questionnaires so that the respondents could download and resend them. A total of 82
survey results were received and due to time the remaining respondents were not
followed up to submit their filled questionnaires. Then a focus group was arranged
30
consisting of 7 respondents who have often bought fashion designs from H&M retail
outlets for small retailing purposes or reselling. SPSS and Excel 2007 was used to
analyze the questionnaires and in the process formulated descriptive and inferential
statistics; the same included visuals such as charts, graphs and line graphs among
others.
3.7 Ethical Considerations
Overall, given the involvement of human participants the researcher ensured
all the respondents were assured of their right to withdraw from the research without
any offense or penalty. The attached ethical consent form depicted clearly of the right
to withdraw at any point whenever the participants felt to do so. It did not matter
whether they were half-way with the questionnaire as they would still drop out. Also,
for the participants that cooperated to the end their names and personal information
remained private and confidential during and after the completion of the dissertation.
31
4.0 CHAPTER FOUR: DATA ANALYSIS
In this part of the dissertation, the responses from the participants were reported. This
consisted of both the quantitative data results and the qualitative data results from the focus
groups. Essentially, the purpose was to report data on basis of the research objectives and link
between selected key variables. The results from the questionnaire constituted of the
quantitative part of the study whilst the focus groups discussions formed the qualitative part.
4.1 Quantitative results
The quantitative results consisted of the reported findings from the survey
questionnaire. The results were reported using both descriptive and inferential statistics
supported by SPSS program. The questionnaire enabled the study to obtain responses from 82
participants. The demographic characteristics of the participants were first reported as shown
in table 4.1 below. The questionnaire items containing information on the demographic
characteristics were from 1-7.
Table 4.1: Descriptive statistics on the respondents’ bio data
Which
continent is
your country
in?
What is the age
group you
classify yourself
How frequent do
you buy fashion
products from H&M
online store?
Please indicate the
type of social
media account you
are actively
involved in
What device do
you use to access
your social media
and connect with
friends or basically
look up on fashion
products?
N Valid 82 82 82 82 82
Missing 0 0 0 0 0
Mean 3.0000 2.3171 2.7561 2.8293 2.5488
Median 3.0000 2.0000 3.0000 2.5000 3.0000
Mode 4.00 2.00 4.00 2.00 3.00
Std. Deviation 1.05409 .82967 1.11733 1.59323 1.04412
32
The results relating to the continent of origin of the participants were presented. The
mean score was 3.0000 and the same for median but the mode being at 4.0000. The
interpretation was that on average majority of the respondents were from the Asian continent
and the most frequent sample being from the African continent.
Figure 4.1: Continent for the original country
Moving on, the results for the age groups depicted that on average the popular age
group was 24-28 years; this is because the mean score was at 2.3171 and the mode and
median resting at 2.0000. See figure 4.2 below.
Figure 4.2: Age group of the participants
33
The other important demographic factor indicated the frequency in which the
participants bought fashion related products from H&M online store. The mean was at 2.7561
meaning “Often”; in other words, the average perception was that the respondents on often
occasions bought from H&M online store. On the same, the median at 3.0000 depicted the
middle outcome on this survey to have been “Often” involvement in buying H&M fashion
online and the mode (4.0000) indicating it was on basis of “Rarely often” that the participants
shopped online for fashion products at H&M.
This was an important information for the study because it illustrated the familiarity
of the participants with H&M fashion. It means if they once or twice engaged with the
company’s online fashion selling then they equally must have interacted with remote and
proximate (ad-hoc) social media interventions used by the company to showcase its fashion
products. The outcome of the results made the researcher more comfortable that the selected
participants were capable of providing the study with credible judgment and responses about
the matter at hand.
Figure 4.3: Frequency to buy fashion products from H&M online store
The other demographic analysis sought to establish the type of social media account
the respondents were actively involved in. This was an important vector in ensuring that the
participants have in one way or another interacted with social media. The results depicted the
average to be 2.8293 which when related to the questionnaire meant “LinkedIn”. Thus, on
average this was the social media account the respondents had more interaction in; on the
other hand, the median at 2.5000 was indication the middle outcome consisted of the
34
participants that used LinkedIn but the mode at 2.0000 was interpreted to mean the most
frequent social media account familiar with the respondents was Facebook.
Figure 4.4: Type of social media account actively involved in
The last demographic analysis sought to establish the kind of device the participants
used to access their social media and probably look for fashion related products and updates.
The mean score for the survey was 2.5488 which meant PC Computer or Laptop were the
highly used devices; the mode on the same survey was 3.0000 and the same score to median
again been a confirmation that the most popular device was PC or Laptop.
Figure 4.5: Type of device used to access social media
Overall, the importance of the demographic results was that it clustered the
participants not only in terms of their personal identity such as nationality and age but also in
35
the degree to which it brought out the familiarity of the individuals with social media
technology and fashion. Basically, the trends in the bio data gave the researcher more
confidence in believing that the sample was capable to give the study credible insights.
Otherwise, it would have been a skeptical study if the sample involved did not have a clue on
the issues central to the investigation.
4.1.1 Main social media marketing strategies adopted by H&M fashion retail stores
The questionnaire used to establish the social media marketing strategies adopted by
H&M fashion retail stores ranged from items 20-26. The results are as depicted below using
descriptive statistics.
Table 4.2: Descriptive statistics on social media marketing strategies at H&M
Statistics
Use of
images
Use of
videos
Content
Creation
Customization Blogs Hyperlinks Use of
digital
coupon
N Valid 82 82 82 82 82 82 82
Missing 0 0 0 0 0 0 0
Mean 1.9634 2.0000 2.4878 2.8049 2.7927 2.9390 2.9390
Median 2.0000 2.0000 2.0000 3.0000 2.0000 3.0000 3.0000
Mode 1.00 1.00 1.00 2.00 1.00a 1.00 1.00
Std. Deviation 1.01160 1.20698 1.44225 1.22161 1.68316 1.55831 1.55831
a. Multiple modes exist. The smallest value is shown
The descriptive statistics helped to fathom the degree of rating on each social
marketing strategy used by H&M in as far as the respondents were satisfied with them. But
now the researcher sought to make the analysis easier by running a factor analysis on the
same variables so as to rank them sequentially and in the process affirm the social media
marketing strategies in level of validity. See table 4.3 for the factor analysis output from the
SPSS.
36
Table 4.3: Factors analysis on social media marketing strategies at H&M
Communalities
Initial Extraction
Content Creation 1 0.956
Hyperlinks 1 0.94
Use of digital coupon 1 0.94
Customization 1 0.93
Blogs 1 0.927
Use of images 1 0.911
Use of videos 1 0.898
Extraction Method: Principal Component Analysis.
The factor loadings indicate that Content Creation (.956) had the highest extractions
meaning it was the most felt among the respondents. In that case, it was the main SMM used
by H&M as perceived by the participants then followed by hyperlinks (.94) and digital
coupon (.94). Customisation (.93) ranked 4th and use of blogs coming at 5th ranking with an
extraction value of (.927) and use of images having an extraction value of (.911). Lastly, use
of videos had the lowest factor loadings with a value of .898. Generally, table 4.3 based on
the extraction values ranks in a descending order the SMM strategies used by H&M and their
level of importance to the respondents.
A look at the questionnaire items 27-37, more insights were traceable as regards to the
social media marketing strategies currently in force at H&M online processes and the impact
to the respondents. Therefore, the researcher sought to not only capture the social media
marketing strategies used at H&M but also the degree to which the participants found them
useful in different ways. A summary of the descriptive statistics results is as shown in table
4.4 below.
37
Table 4.4: Descriptive statistics on the effects of social media marketing strategies used at H&M
Statistics
The web
design for
the
company
especially
on their
online
fashion
store gives
me a very
good
consumer
experience;
even better
than the
physical
consumer
experience
The level of
customization
(choosing
from
recommended
products) on
H&Ms online
platform is
commendable
The interaction
with the
company’s
representatives
during and
after ordering
online is
commendable
The use of
visuals by
H&M in
the social
media is
helpful in
making
product
choices
The level of
content
used by
H&M in
their digital
marketing
and
presentation
is clear and
always
delivers the
intended
message
There is
always
excitement
and
“waoh”
experience
any time I
look up
fashion
products
in H&M
page
There is
always
excitement
and
“waoh”
experience
any time I
look up
fashion
products in
H&M
Page
There is
always
excitement
and
“waoh”
experience
any time I
look up
fashion
products in
H&M
Page
The degree of
responsiveness
by H&M
representatives
online on any
questions
regarding a
fashion
product is
commendable
It is very
easy to
match and
identify
H&Ms
brands on
any social
media
There is
immediate
interaction
between
H&M
whenever I
raise an
issue about
their
brands
N Valid 82 82 82 82 82 82 82 82 82 82 82
Missing 0 0 0 0 0 0 0 0 0 0 0
Mean 3.5488 3.3902 3.7195 3.9512 3.4634 3.2439 3.5244 3.9146 3.8415 3.4878 3.3049
Median 4.0000 4.0000 4.0000 4.0000 4.0000 4.0000 4.0000 4.0000 4.0000 4.0000 4.0000
Mode 4.00 5.00 4.00 5.00 4.00 4.00 4.00 4.00 5.00 4.00 4.00
Std.
Deviation 1.37124 1.59286 1.24002 1.21617 1.42461 1.51177 1.44210 1.16747 1.46961 .97175 1.27356
38
4.1.2 Indicators of customer retention
In the questionnaire, items 8-15 were the variables used to capture customer retention
indicators of the participants. Therefore, the trend results for this vector was in the process
related back to social media marketing strategies. Table 4.5 is a depiction of the descriptive
statistics of customer retention indicators based on different experiences of the respondents.
Table 4.5: Descriptive statistics on customer retention indicators of the participants
Statistics
I believe
H&M
Inc.
deserves
my
loyalty
I consider
the overall
value from
H&M Inc.
on fashion
products
an
exceptional
value and
worth
more than I
paid for
In light of
my
experience
with
fashion
products, I
will buy
again
from
H&M Inc.
I will
recommend
H&M Inc.
products to
my friends
always
I am
happy
that I
bought
fashion
products
from
H&M
Every
time I
want to
buy a
fashion
item I
prefer
going to
H&M
Inc.
Even if I
lack the
product I
need at
H&M
Inc. I will
return for
it
Even if I
receive
low
quality
product
at H&M
Inc. I
believe
next time
I will get
best one
N Valid 82 82 82 82 82 82 82 82
Missing 0 0 0 0 0 0 0 0
Mean 3.2317 2.8780 3.6829 3.1951 3.4878 3.0854 3.1220 3.2683
Median 4.0000 3.0000 4.0000 4.0000 4.0000 4.0000 4.0000 4.0000
Mode 4.00 4.00 4.00 4.00 4.00 4.00 4.00 5.00
Std.
Deviation 1.54998 1.47732 1.22603 1.25156 1.17845 1.54920 1.51038 1.51575
In the results it can be seen how the responses for the variable items for custom
retention tendencies performed. The respondents were asked to state the degree to which they
agreed or disagreed with the issue in question. For instance, when asked the degree to which
they believed H&M deserved their loyalty, the average score at 3.2317 and the mode
(4.0000) depicted the participants were affirmative about the matter. In terms of the overall
value from H&M being exceptional and worthy more than paid for, the mean (2.8780) and
mode (4.0000) indicated they agreed with the matter. In terms of the desire to buy again from
H&M, the respondents agreed they would, given the mean score of 3.6829 and the mode at
(4.0000). Also, majority of the respondents depicted they would recommend H&M to their
friends always with a mean of 3.1951 and mode 4.0000. Generally, based on the reactions to
the questions on customer retention the researcher affirmed that H&M has been successful in
driving the trends in customer retention, at least on average.
Similarly, a factor analysis was used to rate the different indicators of customer
retention in terms of how they were most felt by the respondents.
39
Table 4.6: Factor analysis extraction on customer retention
Communalities
Initial Extraction
I believe H&M Inc. deserves my loyalty 1.000 .961
I consider the overall value from H&M Inc. on fashion products an exceptional value and worth
more than I paid for 1.000 .937
In light of my experience with fashion products, I will buy again from H&M Inc. 1.000 .897
I will recommend H&M Inc. products to my friends always 1.000 .946
I am happy that I bought fashion products from H&M 1.000 .906
Every time I want to buy a fashion item I prefer going to H&M Inc. 1.000 .964
Even if I lack the product I need at H&M Inc. I will return for it 1.000 .969
Even if I receive low quality product at H&M Inc. I believe next time I will get best one 1.000 .955
Extraction Method: Principal Component Analysis.
From the results it can be seen that the extraction values were above 0.4 meaning the
degree of their validity as indicators of customer retention was tenable.
4.1.3 Relationship between social media marketing strategies and customer retention
The relationship between social media marketing strategies and customer retention
was administered using a bi-variate analysis from SPSS. However, the main hypotheses
sought to be confirmed or rejected were the following:
H1: There is supported relationship between tendency to return and content creation
H2: There is supported relationship between preference to buy and presence of hyperlinks
H3: There is supported relationship between loyalty perception and use of digital coupon
40
Table 4.7: Bi-Variate analysis on H1, H2, & H3
Correlations
Content
Creation
Hyperlinks Use of digital
coupon
I believe H&M
Inc. deserves my
loyalty
In light of my
experience with
fashion
products, I will
buy again from
H&M Inc.
Every time I
want to buy a
fashion item I
prefer going to
H&M Inc.
Content Creation
Pearson Correlation 1 .936** .936** .888** .843** .904**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 82 82 82 82 82 82
HyperLinks
Pearson Correlation .936** 1 1.000** .957** .881** .974**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 82 82 82 82 82 82
Use of digital coupon
Pearson Correlation .936** 1.000** 1 .957** .881** .974**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 82 82 82 82 82 82
I believe H&M Inc. deserves
my loyalty
Pearson Correlation .888** .957** .957** 1 .929** .974**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 82 82 82 82 82 82
In light of my experience with
fashion products, I will buy
again from H&M Inc.
Pearson Correlation .843** .881** .881** .929** 1 .898**
Sig. (2-tailed) .000 .000 .000 .000 .000
N 82 82 82 82 82 82
Every time I want to buy a
fashion item I prefer going to
H&M Inc.
Pearson Correlation .904** .974** .974** .974** .898** 1
Sig. (2-tailed) .000 .000 .000 .000 .000
N 82 82 82 82 82 82
**. Correlation is significant at the 0.01 level (2-tailed).
41
In light of H1 the results were (.843**, .000) which means the null hypotheses could
not be rejected. Foremost, it confirmed a positive and strong linearity between tendency to
return and content creation the latter being a SMM strategy at H&M. Therefore, the more the
use of content creation the more the tendency to return and buy fashion products from the
company. Then, p value at .000 indicated the supported relationship between the two
variables was significant.
For H2 the results were (.974**, .000) providing no grounds to reject the alternate
hypothesis. In that case, preference to buy and presence of hyperlinks showed positive and
very strong linear relationship; it meant when use of hyperlinks increased preference to buy
also increased commensurately. P value meant that the risk of rejecting the null hypothesis
when it true was 0.00% thus asserting that such was a significant relationship.
Lastly, H3 showed the results to be at (.957**, .000) which meant the hypothesis
could not be rejected. There was a very strong and positive linearity between loyalty
perception and use of digital coupon at H&M. Moreover, the p value was indication that the
risk of rejection of the hypothesis when it was true was 0.00%. In other words, the
confirmation of this hypothesis meant that increased use of digital coupon at H&M equally
increased loyalty perception of the online shoppers.
In order to establish more linkage between social media marketing strategies and
customer retention at H&M, an indicator of customer retention was picked as a representative
dependent variable i.e. level of happiness among the participants having bought fashion
products from H&M. The results were as shown below.
Table 4.8: Effect of SMM strategies to happiness after buying fashion products from H&M
Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .582 .150 3.873 .000
Use of Images .372 .153 .319 2.428 .018
Use of Videos -.914 .166 -.936 -5.516 .000
Content Creation .211 .145 .258 1.460 .148
Customization 1.152 .144 1.195 8.024 .000
Blogs -.443 .099 -.632 -4.471 .000
Use of Digital Coupon .505 .103 .667 4.915 .000
a. Dependent Variable: I am happy that I bought fashion products from H&M
The results indicated that use of images (β = .319, Sig.= 018), use of videos (β = -
.936, Sig = .000), customisation (β = 1.195, Sig. = .000), blogs (β = -.632, Sig. = .000), and
use of digital coupon (β = .667, Sig. = .000). All these pointed to SMM strategies at H&M
42
and the significance values at .000 meant they significantly influenced happiness after buying
fashion items from the company. Only, content creation (β = .258, Sig. = .148) showed to
have no positive significant effect on the fact of being happy for having bought fashion
products from H&M.
4.2 Summary findings of qualitative results
In this section outcomes were analysed qualitatively based on the discussions from the
focus groups moderated by the researcher. The results have been reported in summary form
and key themes emphasised.
In the one-hour discussion moderated by the researcher with a group of 10 individuals
the main emphasis was that social media marketing has been a key pillar the participants have
used to track and monitor development on fashion products at H&M. The group participants
indicated that they were able to select and order from different fashion lines of H&M based
on the portfolios they put on social media. One of the group members shared as follows:
“Unlike before, today is very easy to sort out fashion items at H&M because in their
website they provide all information; their e-store is adequate to bid for the best fashion
that I order and re-sell in my exhibition shop. I have continued to follow up on their
Instagram on different brands and from that order for the same to stock in my
exhibition shop.”
The above point was supported by six more participants in the discussions and they
said that not only in H&M but throughout the wider fashion industry it was becoming easier
to bid and order new stock by just relying on social media developments from the company.
It was apparent from this discussion that majority of the fashion dealers have had the job of
bidding and ordering fashion products easier and such has rendered them to keep buying from
companies that provide them with digital ways to monitor new brands.
Another issue that emerged from the discussions was that the participants appreciated
the use of images designed by the company i.e. H&M towards endorsing products. For
instance, they said that on Twitter, Facebook, and Instagram, H&M has been active in
endorsing their new fashion through celebrities; in turn such has rendered it possible for the
re-sellers to share such content with the target retail customers in a tailored manner. The
researcher noted that this caused high degree of satisfaction and preference to keep buying
from the company among the group members as re-sellers of H&M fashion. The other
outcome with this sharing indicated that the use of social media by H&M has made it easy for
the grassroots resellers of fashion to promote their products; this incentive makes them to
43
prefer the strategies put in place by H&M and simply opt to source their fashion items from
the company’s portfolio all the time.
44
5.0 CHAPTER FIVE: CONCLUSION & IMPLICATIONS
In the main data analysis, the outcomes of the research depicted that there is
supported relationship between social media marketing strategies adopted in H&M and
customer retention. The relationship was confirmed relying on quantitative parameters such
as correlations and regressions. Also, in a number of instances there was agreement of both
the literature review findings and those developed throughout the primary analysis. In this
section, the focus shall be to re-state the key findings and implications to social media
marketing in the fashion sector.
In the problem review it was indicated that companies ought to begin capturing value
as much as they can from the social media marketing strategies initiative they put in place.
The other emergent issue was that majority of the organisations are struggling to make good
use of their social media marketing strategies to capture value. In fact, in the
recommendations section it will be shown how organizations can create value in the social
media marketing strategies at the same time building long-term relationships with the existing
customer-base.
In recall of the study’s objectives it was sought to be illustrated how social media
marketing strategies may be used to drive customer retention. Already, in the outcomes of the
hypotheses testing it was affirmed that there is significant relationship among social media
marketing strategies and customer retention. But then as to how social media marketing
strategies trigger customer retention such still requires much modeling and deeper linking of
the variables.
In the literature review, it was shown that social media marketing engagements add
much to long term relationships of customers as noted by Stelzner (2014). These assertions in
the literature review corroborated with those of the primary data in this dissertation whereby
perceptions of customer loyalty among the respondents were influenced by different
customer retention outputs.
In undertaking the data analysis especially, the questionnaire it was seen that the
participants came from different parts of the continent. The participants also depicted
different characteristics in terms of age and buying dispositions especially in regard to online
products. The primary analysis equally revealed that the participants were familiar with
different types of social networking cites such as Facebook, Twitter, Instagram among others.
This was an important thing because it illustrated that they were quite conversant with
different avenues of social media marketing.
45
Moving on is that in the main findings and confirming those of the literature review is
that use of images, videos, content creation, blogs, hyperlinks and digital coupons constitute
the fabric for social media marketing strategies. It was evidenced that the participants had
different perceptions about them. In actual fact, the factor analysis generated in table 4.3 did
indicate that all the elements of social media marketing strategies were valid at over 40%.
The importance of checking for the factor analysis as shown in table 4.3 was that the study
could show which of the elements of SMM were most felt to the participants who did buy
fashion products online from H&M. For instance, content creation emerged as a most felt
social media marketing strategy followed by the use of hyperlinks then use of digital coupon.
This is a lesson to marketers at H&M on what they could take into consideration in
the SMM framework because at the end of the day what matters is to have activities that are
exciting the customer. It is not only excitement but also satisfaction and delight because from
such there is captured value in the long run i.e. customer retention. Basically, in the future
researchers and scholars may examine the rate at which delight caused by social media
marketing could be used to enhance customer retention. In other words, how each element of
social media marketing strategy could be used to drive and capture customer value.
The main indicators used to measure customer retention were a number. The
researcher sought to gauge customer retention on basis of the participants’ subjective
dispositions and objective dispositions at the same time. This is to mean customer retention
outcomes on basis of what the participants as online shoppers of fashion at H&M believed in.
Alternately, based on external factors that influenced their retention tendencies. For instance,
the indicators for customer retention were openness to pay more regardless, tendency to buy
again in the future, word-of-mouth to friends or referrals, happiness to have bought,
preference to buy, tendency to return, and belief in better quality in future.
Now, on basis of the findings especially from the hypotheses testing outcomes it was
seen that different aspects of customer retention related significantly from different aspects of
social media marketing strategies adopted by H&M. For instance, tendency to return, content
creation, preference to buy, use of hyperlinks, loyalty perception and use of digital coupons
all depicted a significant relationship. It means the marketers at H&M should persist ensuring
there are sound social media marketing strategies in place to ensure they enhance customer
retention and delight i.e. positive customer experience.
46
6.0 CHAPTER SIX: RECOMMENDATIONS
On basis of the findings of this dissertation so far, the following recommendations
were proposed:
6.1 Recommendations for future research
1) The present study based on a sample of 82 respondents; it would be worthwhile to
increase the sample to almost five times so as to raise the confidence interval and
reliability of the outcomes. A large sample is complex but successful survey always yield
results with high confidence levels. Also, the need to raise the sample is because H&M
engages with over 100,000 online fashion customers thus a sample of 82 may have not
provided a confidence interval of 95%.
2) The findings of this dissertation would be worthwhile if presented to the management of
H&M so that they can use it to better their existing social media marketing strategies. The
findings can equally be used to budget for the best strategies that the company ought to
use to drive customer retention. For instance, more budget investments on social media
marketing for H&M should go to improving content creation, hyperlinks and digital
coupon. As such, they should be made more user-friendly as that will capture more value
from the customers i.e. customer retention
6.2 Recommendations for the Marketing Manager at H&M
The recommendations base on the trend and variations in the dissertation. They will
be addressed below:
i. The use of content creation, hyperlinks and digital coupon should be at the top of
social media marketing at H&M. This is because such has been shown to appeal more
to the customers as to even impact positively to their retention. However, the
Marketing Manager for H&M must drive value more on this by ensuring it brings
turnovers and profits to the company. For instance, advertise more by doing
hyperlinks that attract the online shoppers to make real orders; the hyperlinks can be
intertwined with sales offer and discounts promotions so as to bring more engagement
with the online shoppers and eventually drive more sales
ii. From the regression model, it was seen that use of videos has a Beta value of -.914
and Blogs showing a Beta of -.443; it means they have negative influence of customer
retention. It means the Marketing Manager at H&M may either drop this social medial
strategy or strengthen them more by integrating them with digital coupons. In actual
fact, videos can be a useful social media marketing for H&M since the company can
47
use such platform to run simple adverts and get to see responses from the viewers. In
the regression it was seen that the use of images had a positive Beta meaning the
potential to increase customer retention; it means for the blog marketing and videos,
the Marketing Manager at H&M need to pick on very nice images for fashion to
attract and engage or excite the online shoppers
6.3 Recommendations to career development as a marketer
In general, the purpose of taking the research pathway in this dissertation is because
the researcher has keen interest in becoming an online marketing consultant for companies;
thus provide assistance to what ought to be done to make their social media marketing
strategies valuable and customer-driven. Thus, the completion of this dissertation has enabled
the researcher to understand more about social media marketing strategies; for instance, that
social media is not just about opening a Facebook or Twitter or Instagram account and
posting messages and so on. It is about a whole system of user engagement aligned to other
strategies such as blogging, video clips, digital coupons, customisation and search engine
optimisation, not to mention content creation. Due to this the researcher shall not stop there
but will advance even to higher research to master the art of social media marketing.
48
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5. Brace, I. 2008. Questionnaire design: how to plan, structure and write survey
material for effective market research. London: Kogan Page.
6. Brass, J., Galaskiewicz, J., Greve, H.R., and Tsai, W., 2012. Taking Stock of
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7. Collins, H. 2010 “Creative Research: The Theory and Practice of Research for the
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10. Funk, T. 2012. Advanced Social Media Marketing: How to Lead, Launch, and
Manage a Successful Social Media Program. Apress.
11. Gerring, J. 2007. Case study research: principles and practices. New York:
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12. Gillin, P. and Schwartzman, E. 2010. Social Marketing to the Business Customer. 3rd
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social customer and building lasting value. John Wiley Publishers
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Linkedin, Elsevier, 66(39), 50-55
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http://about.hm.com/en/About.html#cm-menu. [Accessed on 26.07.2016]
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50
APPENDIX
APPENDIX 1: ETHICAL CONSENT FORM
When undertaking a research or enterprise project, Cardiff Met staff and students are
obliged to complete this form in order that the ethics implications of that project may be
considered.
51
If the project requires ethics approval from an external agency such as the NHS or MoD,
you will not need to seek additional ethics approval from Cardiff Met. You should however
complete Part One of this form and attach a copy of your NHS application in order that your
School is aware of the project.
The document Guidelines for obtaining ethics approval will help you complete this form. It
is available from the Cardiff Met website.
Once you have completed the form, sign the declaration and forward to your School
Research Ethics Committee.
PLEASE NOTE:
Participant recruitment or data collection must not commence until ethics approval has
been obtained.
PART ONE
Name of applicant: Nga Thi Dinh
Supervisor (if student project): Gurjot Singh
School: Cardiff Metropolitan University London School of Commerce
Student number (if applicable): L0101DHGDHG0215
Programme enrolled on (if applicable): BA( Hons) in Business Studies
Project Title: The effects of social media marketing toward capturing value from customers. A case study of H&M fashion retail company sector in the United Kingdom.
Expected Start Date: June 2016
Approximate Duration: 6 months
Funding Body (if applicable): Not applicable
Other researcher(s) working on the project: No
Will the study involve NHS patients or staff? No
Will the study involve taking samples of human origin from participants?
No
52
53
PART TWO
A RESEARCH DESIGN
A1 Will you be using an approved protocol in your project?
No
A2 If yes, please state the name and code of the approved protocol to be used1
Not Applicable
A4 Will the project involve deceptive or covert research?
No
A5 If yes, give a rationale for the use of deceptive or covert research
Not Applicable
B PREVIOUS EXPERIENCE
B1 What previous experience of research involving human participants relevant to this project do you have?
The author has experience of research involving human participants as part of the Market Research module completed in the BTEC International Business Diploma course. Examples include semi-structured interviews at a local school and the distribution of questionnaires to a random sample of the general public.
B2 Student project only What previous experience of research involving human participants relevant to this project does your supervisor have?
My supervisor Gurjiot Singh has experience in in quantitative and qualitative research involving human participants.
C POTENTIAL RISKS
C1 What potential risks do you foresee?
Respondents might submit wrong information
C2 How will you deal with the potential risks?
Through explaining about the importance of this research study
1 An Approved Protocol is one which has been approved by Cardiff Met to be used under supervision of
designated members of staff; a list of approved protocols can be found on the Cardiff Met website here
54
APPENDIX 2: QUESTIONNAIRE
INTRODUCTION TO THE RESEARCH QUESTIONNAIRE
The questionnaire is focused on achieving the objectives of the study. The purpose of the
study sought to evaluate the effects of social media marketing strategies towards capturing
value from customers. The case basis on H & M Hennes & Mauritz AB, a Swedish
multinational retail-clothing Company. Given the breadth in the topical issue for capturing
value from customers the study has sought to narrow this down to customer retention.
SECTION A: RESPONDENT PROFILE
Q1. What education level are you currently pursuing? Certificate (10) Diploma (40)
Degree Post-Graduate
Q2. Which continent is your country in? N. America (11) S. America (10) Asia (27)
Africa Europe
Q3. What is the age group you classify yourself? 19-23 (12) 24-28 (39) 29-34 35 and
above
Q4. What is your religion? Christian (19) Islam (29) Hindu (12) Protestant (9)
Other
Q5. How frequent do you buy fashion products from H&M online store?
Extremely often (13) Very Often (24) Often (15) Rarely often
Q6. Please indicate the type of social media account you are actively involved in
Twitter (19) Facebook (22) LinkedIn Pinterest Instagram (29) YouTube
Other
Q7. What device do you use to access your social media and connect with friends or basically
look up on fashion products?
Smartphone (19) Tablet 14) PC Computer or Laptop (34) Other
SECTION A: QUESTIONS ON DEGREE OF CUSTOMER RETENTION
(CAPTURING VALUE FROM CUSTOMERS)
Please tick in the box provided accordingly
5 4 3 2 1
8. I believe H&M Inc. deserves my loyalty 21 25
9. I consider the overall value from H&M Inc. on
fashion products an exceptional value and worth more
than I paid for
11 29
10. In light of my experience with fashion products, I
will buy again from H&M Inc.
24 30
1 = Strongly Disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly Agree
55
11. I will recommend H&M Inc. products to my friends
always
19 35
12. I am happy that I bought fashion products from
H&M
15 33
13. Every time I want to buy a fashion item I prefer
going to H&M Inc.
19 23
14. Even if I lack the product I need at H&M Inc. I will
return for it
18 26
15. Even if I receive low quality product at H&M Inc. I
believe next time I will get best one
11 25
SECTION B: QUESTIONS ON SOCIAL MEDIA MARKETING STRATEGIES
Q16. Please indicate the most frequent social media platform you like following up on
H&M’s new fashion lines
Twitter (21) Facebook (14) LinkedIn Instagram (14) YouTube Newsletters and
Direct Email
Q17. Please indicate what you like most about H&M’s social media functionality any
time you go to their online fashion store to buy a fashion product
Ability to post feedback on products and services (29)
Ability to rate customer service (11)
Ability to question or voice views about fashion products (31)
Ability to have instant interaction with the company representatives
None of the above
Q18. What do you like most about H&M’s social media marketing strategies?
The presentation of content, that always delivers the message (19)
The use of videos, which make me associate with the fashion trend presented (24)
The use of images to showcase fashion products, which give a better perception of the
product (31)
None of the above
Q19. How do you rate the following social media marketing strategies used by H&M?
1 = Not Satisfactory
2 = Less Satisfactory
3 = Somewhat Satisfactory
4 = Quite Satisfactory
5 = Very Satisfactory
Strategy Type Rating = Very satisfactory (5) – Not Satisfactory (1)
1 2 3 4 5
20. Use of images 21 35
21. Use of videos 19 39
22. Content Creation 11 18 29
23. Customization 30
24. Blogs 5 21 26
25. HyperLinks 11 12
26. Use of digital coupon
56
For the next questions, please indicate to what extent you agree or disagree with each of the
issues noted as regards the social media marketing strategies used by H&M.
Please tick in the box provided accordingly
5 4 3 2 1
27. The web design for the company especially on their
online fashion store gives me a very good consumer
experience; even better than the physical consumer
experience
24 29
28. The level of customization (choosing from
recommended products) on H&Ms online platform is
commendable
29 18
29. The interaction with the company’s representatives
during and after ordering online is commendable
21 40
30. The use of visuals by H&M in the social media is
helpful in making product choices
30 33
31. The level of content used by H&M in their digital
marketing and presentation is clear and always delivers
the intended message
21 33
32. There is always excitement and “waoh” experience
any time I look up fashion products in H&M Facebook
page
20 26
33. There is always excitement and “waoh” experience
any time I look up fashion products in H&M Twitter
Page
25 28
34. There is always excitement and “waoh” experience
any time I look up fashion products in H&M Instagram
Page
29 34
35. The degree of responsiveness by H&M
representatives online on any questions regarding a
fashion product is commendable
25 35
36. It is very easy to match and identify H&Ms brands
on any social media
19 48
37. There is immediate interaction between H&M
whenever I raise an issue about their brands
11 39
1 = Strongly Disagree
2 = Disagree
3 = Neutral
4 = Agree
5 = Strongly Agree
