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Evaluation of Problems While Marketing Clothing on Instagram with the Pythagorean Fuzzy AHP Method

Özbek Ahmet

Fibres & Textiles in Eastern Europe

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2024

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Vol. 32, no. 1

8--16

EN

Due to the fierce international competition in today’s clothing market, businesses have started to pay more attention to marketing activities. One of the most popular of these marketing activities is Instagram marketing. For this reason, the aim of this study was to identify the problems faced by clothing businesses that perform garment marketing on Instagram, to rank them in order of importance and to develop solutions to the most important problems. Within the scope of the research, firstly, the problems encountered by businesses while marketing clothing on Instagram were determined through data obtained from 14 businesses through a designed questionnaire. The problems identified are technical problems, cargo-related problems, difficulty in increasing the number of followers, and various other issues. Secondly, all the problems identified in the research were ranked by the Pythagoras Fuzzy AHP Method according to the degree of importance; increasing the number of followers, technical problems, lack of trust and others. In the last stage of the research, expert opinion from Instagram marketing experts of 14 businesses was used to develop solutions to the three most important problems previously identified. The solution suggestions developed are as follows: to increase the number of followers of businesses, to increase the number and variety of advertisements and to make advertising campaigns continuous; for technical problems - to share purchase links to customers, to keep the programs used constantly updated, to get professional support and to focus more on story ads instead of post ads; and for the problem of lack of trust - honesty, phenomenon support, product photo shoots within the business.

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Activity of Society 5.0 on social media vs self-esteem. Empirical study based on Instagram

Gwiaździński Emilian, Olejniczak Aneta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

211--226

EN

Purpose: The purpose of the article is to attempt to identify the relation between social media activity and self-esteem. Design/methodology/approach: To achieve the purpose of the article, the study was carried out in the form of an online survey technique supported by an online questionnaire, created in the Microsoft Forms environment, on a sample of 300 individuals who possessed the characteristics of representatives of society 5.0. Findings: The conducted study indicated that there is a significant negative correlation of low strength between self-esteem measured by the RSES scale and activity on the Instagram app. In addition, we found that self-esteem depends on gender (men have significantly higher levels of self-esteem than women), while activity on the Instagram app depends on gender (women spend significantly more time on the Instagram app than men) and age. Research limitations/implications: The limitations of the survey conducted are the nonrandom sampling of individuals and the size of the study sample, which make it impossible to relate the results to the general population as a whole. In addition, the study was conducted taking into account only one social network, which was Instagram. This type of study makes it impossible to relate the results to the general population of various sites, or even social media. Future research should focus on taking into account the differences in activity between the available social networks, and should also take into account other determinants that may affect it in some direct or indirect way. Practical implications: The study conducted can be useful for brands communicating with users and promoting their products via social media. Companies can pay attention to the differences in the use of Instagram by young users and, based on this knowledge, create and then publish advertising content on the said platform. Social implications: The results of the study can make social media users - both viewers and creators - aware that showing an ideal life on the Instagram platform, can decrease the selfesteem of the recipients of these messages. Having this kind of information, it is worth considering whether online activity significantly alters behavior and lowers well-being, and whether the actions of creators are carried out in a sustainable manner. Originality/value: While most of the studies covering the topic covered focus on the Facebook platform or social media in general, this article focuses on the Instagram platform.

3

Social media in the marketing of contemporary companies

Beyer K.

Zeszyty Naukowe Politechniki Poznańskiej. Organizacja i Zarządzanie

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2018

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Nr 77

5--15

EN

The internet and social media in today’s economy have become tools that can be used for private purposes as well as for public, business and scientific purposes. They are instruments that have revolutionised communication on the one hand, while on the other they are the basic method of reaching customers with a company’s offer. Today, the Internet and social media have become a must in marketing strategies of contemporary companies wishing to achieve market success. The aim of the article is to present the potential generated by the Internet due to the use of social platforms and indicating their significance for businesses. To achieve the objective, publications on this subject were reviewed and an analysis of numerical data characterising today’s Internet and social media users was completed. As a result of the completed analyses, an image of contemporary Internet and social platforms was developed. It was also possible to indicate the opportunities and benefits resulting from their use by a company.

PL

Internet i media społecznościowe we współczesnej gospodarce stały się narzędziami, które mogą być wykorzystane w celach prywatnych, ale również w celach publicznych, biznesowych i naukowych. Są to instrumenty, które z jednej strony zrewolucjonizowały sposób komunikacji, z drugiej zaś stanowią podstawowy sposób dotarcia przedsiębiorstw z ofertą do klientów. Dziś Internet i media społecznościowe stały się niezbędnym elementem w strategiach marketingowych współczesnych przedsiębiorstw, chcących osiągnąć sukces rynkowy. Celem artykułu jest zaprezentowanie potencjału, jaki generuje Internet dzięki wykorzystaniu platform społecznościowych i wskazanie ich znaczenia dla współczesnych przedsiębiorstw. Do zrealizowania celu dokonano przeglądu literatury tematu oraz analizy danych liczbowych charakteryzujących współczesny Internet i użytkowników mediów społecznościowych. Rezultatem przeprowadzonych analiz jest obraz współczesnego Internetu i platform społecznościowych oraz wskazanie możliwości i korzyści ich wykorzystania we współczesnym przedsiębiorstwie.