Author(s)

Noran Trad, Maha Abdullah Al Dabbagh

King Abdulaziz University, Jeddah, KSA.

In Saudi Arabia, the social media has encouraged and facilitated promotion and creation of various business, resulting in the development of many startup fashion businesses on platforms such as Instagram and Facebook. However, current literature does not offer an in-depth analysis to this topic and the potential of this digital market. Therefore, the following research covers the topic of effect of social media fashion marketing for startup fashion brands in Saudi Arabia. Utilizing many scientific articles on social media marketing and general literature on fashion marketing, this research aims to improve the understanding of the benefits of use of social media as an effective marketing tool for fashion startups by means of examining existing knowledge on social media marketing, and explains how fashion startups can use social media to benefit their businesses. It tries to familiarize targeted audience, including potential fashion startup entrepreneurs, with many concepts and strategies related to social media marketing such as content marketing, consumer engagement, impact of influencers, user generated content, consumer purchasing behavior of fashion brands.

Social Media Marketing, Influencers, Consumer Purchasing Behavior, Fashion Startup, Saudi Arabia

Trad, N. and Dabbagh, M. (2020) Use of Social Media as an Effective Marketing Tool for Fashion Startups in Saudi Arabia. Open Journal of Social Sciences, 8, 319-332. doi: 10.4236/jss.2020.811029.