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Role of Social Networks in Brand Promotion on Fashion Market

Student: Daria Novikova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

Social media have become an indispensable means of communication, engagement and promotion for fashion market, especially in recent months due to the global pandemic situation. This paper discusses the work of fashion industry brands in social and new social media, Tik Tok and Twitch, with the aim of developing a number of recommendations on the use of these platforms as marketing promotion tools. By studying the theoretical base of Social Media marketing, analyzing the current state of the fashion industry market and studying the digital strategy of Levi's brand, three categories of recommendations were developed for integrating social networks and new social media into Levi's brand promotion complex in Russia: general recommendations, for a fast-growing app Tik Tok and for a streaming platform Twitch

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