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A Study of Consumer Preferences on Social Media Advertising



CONTENT ABSTRACT INTRODUCTION RESEARCH OBJECTIVE LITERATURE REVIEW METHODLOGY FINDINDS AND ANAYLSIS RESULT PROPOSAL/RECOMMENDATION CONCLUSION REFERENCES APPENDIX


ABSTRACT

The study - Consumer Preferences on Social Media Advertising would take references with key element and advertising theory of making a best advertisement video and release it in a suitable social media platform. After the firsthand and secondhand research, the result would be more clearly and detail list out the problem of current fashion advertisement. The expected result of the study is enhancing fashion industry and awareness of fashion brand advertisement through social media tools against the consumer preferences. Social media is one of the biggest marketing tools for selling products and brand reputation, so the study would be a useful information or references to improve their business to next level.


INTRODUCTION This study is about consumer preferences on social media advertising especially fashion brand advertising and most of the information is based on The Medium is the Message edited by Anneloes van Gaalen which have 50 advertising rules for references. Generation Z born in technology overflow generation, everything is rapidly and social media are one of the biggest channel for fashion brand to promote their brand and product. This study would like to discover how consumer do when they saw the advertising appear bet ween the videos and social media platform. And find out what is the most attractive advertising video element and try to upgrade and giving the worthy suggestion for fashion brands to take references. This study focuses on the Generation Z college students who born in the digital age (Agence 2015), they live in a technology world, according to US consultancy Sparks and Honey, the average of Generation Z spends more than four hours a day in front of a screen. They addicted into social media, it seems that the marketing strategy is up to date directly against their habits and understand their target customer daily life. It is supposed to deliver the direct message through social media advertisement, unfortunately, not everyone satisfies with it. Many brands and company posting the advertisement at the wrong timing and the topic are not memorable enough to grab audience attention (Ryan Erskine 2016), the poor social media advertisement method would ruin their business.

Some statistic (Chart 26) shown range 16 to24 and 25 to 34 are the most engaged age rage to the social media. Take references to the popular social platforms and messaging tools, Tumblr, Instagram and YouTube 16 to 24 occupied 39%, 37% and 31% Perhaps the 25 to 34 ages couldnĘťt see clearly, but active user percentage is similar to 16 to 24, another age group just account a small part of the statistic. In the other hand, about the messaging tools, like Snapchat, Kik and Wechat, the 16 to 24 Generation Z in most cases are the most active user, take up 57%, 50% and 42% separately. They are the new age and willing to different social platform for communicate with friends and new friends. The statistic shown lots of message, information transfer and deliver from social media apps and people prefer to receive from it.


RESEARCH OBJECTIVE 1. To investigate the effective way for promote fashion brand product in advertising 2. To identify the consumer preferences on different advertising 3. To develop a tool for people promote fashion brand reputation


Literature Review Based on Vancouver key statistical indicators Hootsuite, In Jan 2018, total population are 7.593 billion, and there are active social media users have 3.196 billion; active mobile social users have 2.958 billion. That was an incredible number telling the truth that everyone from all over the world at least has one mobile phone and they definitely searching for social media. So it a great promoting time for fashion brand though social media platform or the net working advertisement bar for advertise (Hootsuite 2018). Take Facebook for example, average video post engagement is 5.23%what is the relationship bet ween social media and advertising? They are stick together tightly; social media are the biggest tools for promoting product and enhance the express times. And the information above of average post reach vs. page likes and average organic reach vs. page likes are 10.7% and 8.0%. Is a surprise that the reach and engagement rates are high for Facebook based on the actual post reach, Generation Z could reach the fashion brand advertising easily. (Hootsuite 2018)


A research shows major user uses Facebook and Instagram daily; another chart is more detail. About average monthly 1000 minutes per visitor of Facebook visitor are almost 100% reach among age 18-34. What is the shocking news and Instagram, Twitter and Linked are 54% and 63% are reach age 18-34 (comScore 2015). The monthly minutes are insane and crazy that Generation Z put lot of attention and time to the social media world but not real world. Literally they start using mobile to talk and spreading their thoughts, finding information but not reading books. Generation Z are consumer powerhouse, they love to enjoy their live, chill and lots of love and care from family. Most of the emerging shoppers are come from them, they like social focused content, prefer form of media. Kate Beckman, CEO and founder of Fresh U and a contributor to Cosmopolitan Magazine said that they feel much more comfort in Facebook and YouTube. They grow up as a learner, know how to make things as taking photos, making videos, vlog and websites. Even though they could set up its own company (Estrella 2017). Actually, the whole industry is transform into video, and the speed are faster we seen before, it develops to more mature. Facebook has released video advertising formats; Snapchat and Instagram are placing the unstoppable advertisement; and Twitter have collaborated with Bloomberg Media of its 7 days 24 hours news streaming. Video completely are a multiple technology that makes consumer's face different experience with promotional method AOL had found mobile video advertising are more attractive than standard banner advertisement (5 times), over 800% higher engagement of fashion brand advertisement. Video is functional, engaging and that could share with others that any ad today needs to break through the noise in a saturated digital landscape. Generation Z love receiving message immediately and include in it, they would like to share with friends. The new formats, best length, content are three factors for making a good advertising (Innes 2017).


Marketing Advertisement is related to marketing, it is the best strategy ever for promoting brand and selling things. It could help to increase the sales promotion and improve the image of brand loyalty to customer. There are lots of advantage of advertising: firstly, easy way to create a value proposition; a way to set brands and product apart from the competition, if the brand increases its chance to show up to the public, lots of opportunity all around the world. Also, it could save time to reach different potential customer, because it is take many times for finding the relevant conditions customer, it provides choice to consumer and provides economic growth and support (Gaille 2015). Honestly, advertisement on worldwide needed over than five hundred billion dollars a year, fashion brands advertising must be more outstanding than before and never repeat the older idea or copying others collection. A special lifestyle was advocated, Buy! Buy! Buy! Branding only promote what customer want but not they need. In the technological advances changing rapidly era, consumer attitudes canĘťt be rearranging, just cater their needs and keep improving the technique is the things can do currently. Value and living format could spread out from films shoot or celebrities daily behavior. Fashion campaign still a big business, advertising giving the content to product and brand, deliver the message to the consumer, without advertising, they lose their way


History ofAdvertising

At first, in the old days, people want to deliver their sale message, started write in the wall papers since Egyptians. They use lots of drawings in the wall to communicate with others. Lost and found advertising in the papyrus. When the cultural move into China, they would treat advertising as an oral, selling poetry of bamboo flutes. Different country uses their own skills and method to sell product. In the 19 centuries, advertisement is popular, they use radio in the 1920s, commercial television from the 1950s, cable television in the 1960s and Internet 1990s, at that time, advertising not only selling product either services and let people know the brand. Till now, social media are the fashion mainstream advertising strategy. Advertisement have different species like: word sponsor advertising, video, photo, press, direct email, television commercial, posters, radio, cinema, flyer, billboard, exhibition. Print, high-profile individuals/ celebrities, department store and merchandising; social media/ bloggers are the main advertising method nowadays s (Elliot, 2014). Along with the culture and the improvement of the society, social media are more popular and the company started sending message through smartphone. Comparing with the old days, more informative and message were directly and clearly. Today, the message is multiple, and sometimes, you do not recognize what is going on, just attracted by the video and narrative story. People like storytelling include something and attached something. Advertising must have a message, generally for fashion brand, they want to spread out the message of new arrival for gaining money or building brand reputation though advertising, especially Generation Z love imitate same age group friends interest and chasing their own idol wearing and behavior so that when they are wearing high-ends brands or masterpiece which could cause their attention. In the other hand, Generation Z have high level living standards, they love shopping or hang out with friends. Department store and merchandising could make them notice the new fashion garment or matching (Elliot, 2014).


Advertising

Advertising is a marketing strategy to communicate with public using audio, visual or video to sell things, product or services. (Iain, 2009) It is one of the key element to run a successful business. (Michelle, 2017) Iain (2009) said advertising as ‘the official art of capitalist societyĘť, it is kind of promotional culture all over the world and take an important role to the fashion industry. Advertising occupied social life, social communication platform, audio visual media and printing publication are part of human life. Along with the rapid acceleration, the old advertising technique cannot stand still, the technology technique advances continuously. Social media advertising rises up and it bring fashion industry to the next level. However, the technology generation came, all of the advertisement changes their direction. Lots of advertisement make changes (Mary C.Long, 2016), its transformation cause the older promotion modus transform to social media items. Social Media Advertising substitute the original method for promotion, the fashion industry not limit their promotion way and it becomes the hottest topic nowadays. Social media marketing popularity are becoming the top of the business industry, pushing economic getting a success. While all the fashion brand and company shift their focus on social media not just magazine, flyer or television advertisement, others brand cater the fashion trend and want to catch up the mainstream.


Commercial advertising is part of branding, television and radio are t wo advertising type, which is expensive and broadcast device, a product name or image with qualities would send to consumers mind. The best advertising is not just a message, it is single and simple, they need to catch audience eyes and attention in the few second from five features (Cassell, 1998). Including vision, hearing, smell. Advertising is something in the audience minds (Cassell, 1998), it is needed to repeat and repeat until they get the message. The marketing strategy keep upgrading, using the latest technology combination with social media platform and spreading content with different ways. Like direct adverting or advertise before or bet ween the videos, though the social media platform, Generation Z could get the answer immediately and directly. More personalized and shopping experience were transfused in the daily life instantly (Papandrea 2018). Popular social media sites, Facebook, Twitter, and YouTube, offer different ways to advertise brands. Facebook gives advertisers options such as promoted posts, sponsored stories, page post advertising, Facebook object advertising, and external website standard advertising. Also, online, domain name, print, outdoor like billboards and point of sale, novelties, celebrity endorsements are another advertisement method. Advertising is communicated through many mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages(Cart 2015).


Social Media

The best social media platform for social media marketing 2018 include t witter, Facebook, linked, YouTube, google plus, Pinterest and Instagram. According to Dave Chaffey (2018) Global social media research summary 2018 for social media advertising, it details list out lots of statistic of latest adoption and usage. The most popular social net works worldwide information prepared by Statista, Facebook be the top of million fans(see figure 1). Even Facebook owned WhatsApp, Facebook, Facebook Messenger and WhatsApp are in the top four. Social media are growing rapidly, it replaces the position of television and radio.

Social Media Advertising

In 2015, Display advertising and paid search advertising both have their place, but columnist Sonny Ganguly stated that social media advertising is rapidly becoming a powerful influencer in the online advertising. Besides, Facebook release its first advertising in May 2005 and gain $8.4 billion in 2015 after ten years later. Also, it could help business find new potential customer ( Ganguly, 2015). Sonny (2015)also stated that in 2018 over half of mobile phone users will have smartphones , social media advertising on mobile definitely is a huge growth market in the next three years. The social media would lead business to higher level and achievement. Mobile Dominance are another strategy for businessman address the user status (Sonny Ganguly, 2015). Like big data, through big data, brand could touch the customer easily, some of the websites or social media would link together and share the customer personal information to other connected company. Mobile user daily activity on smartphones and tablets are all connected to the social media system. Mobile devices could be placing the advertising while theyĘťre checking those apps, Facebook, Twitter, LinkedIn and/or Pinterest multiple times a day and is the best way to reach them without being disruptive. In statista (2017), Twitter started loss its own standing position, Facebook , WhatsApp, WeChat and Instagram are user choice for messaging and be their top of social net working engine(see figure 2). Competition are cruel, only the convenience, fast, latest information transfer platform would gain the customer welcome. Account for a large proportion of 16-24 years old Generation Z are the biggest fans to the social media, so that they are one of the potential customer of any brand or company.


Element

According to Michelle Renee (2017), there are top five advertising techniques: effective headlines, cross promotion, humor, internet marketing and premiums to grab attention of customer. First of all, Michelle stated that a headline could decide how attractive the advertisement is, if it have a slogan or memorable wordings to the audiences would lead to success. 70%o liable for the effectiveness of the advertisement. Second, the cross-promotion campaign could improve the freshness and different experience for advertisement. Humor is one of the element which could brand company name and improve the impression from audience. Internet marketing are similar with social media marketing; however, its websites are the most important equipment for selling brand image and product or services. Premiums are household items displaying the brand information, like promoting brand indirectly. Is the best element which people face every day every single time (Michelle Renee, 2017).


In 2017, sprout social provides an information of brand reaction to focus on social while consumers purchasing. 46% on offering promotions and 36% of being funny, it is believed that they try hard on advertising, no matter on fashion video, photos etc. And 38% of sharing interesting visuals, fashion brand put lots of effort on advertising on social. 100 Ways to Create a Great Ads writer Collins mentioned 100 conditions of being a great good advertising, and some of them are quite make sense. For example, questions slogan for grabbing attention; storytelling; displacement; repetition; self-awareness and bring the product to life those are a great idea to being great advertising. Many elements could be the successful factor for social media advertising, it depends on different materials of the product. 1.Question could let them stop and think of the question rather than skip it and dismissed the boring or product placement. 2.Storytelling could provide different way or illusion to customer, this is an important way to misdirect them to what they what to think of. The outrageous humor could bring out with displacement, that is one of the hot topic that audience want to watch. 3.Repetition can increase the times of appearances and enhance the reputation and impression inside the audiences. 4. Bring the product to life is the most successful advertising must have a special melody with lyrics or impress slogan that make audiences remember daily.


METHODOLOGY This study includes t wo research method - firsthand research and secondhand research, most of the research papers and literature reviews selected from NTU library, VTC e-database, books, website, journal articles, conference proceedings, government/corporate reports, newspapers, theses and dissertations, internet, magazines, HKTDC, Taylor Francis and JWT Intelligence. In the other hand, some charts, data and statistic would be selected from government websites and HKTDC.

Consumer behavior and advertising is t wo major part during research the literature review, another important keyword like social media can help identified the study basic terminology and clarify the study direction. Those secondhand resources are helping to enhance the study move to higher level due to the completely integrated sources and information. However, the consumer preferences are psychological part so that it is lack of resources support and it is individual feeling and reaction. The online survey report and article could be the references for analysis and evaluate the result.


Focus Group

Focus group is a way to gather information from same background and experiences (Toolkits, 2009). It is more freely and easily to express their opinion, though the interactive discussion, participants could get some new insight or wide range of views. (Toolkits, 2009) More specifically, detail, lower cost and get the in-deep information. Mini focus group: participant down from 6-8 aged 20 - 25 college students. Prepare the open question and end question, and set list about 10-12 questions during the discussion, few topics and question would provide for reference or direction to the discussion. Consumer perceptions and reactions are the important thing for open conversation are lively and free flowing, it smooth to get the feedback (Kokemuller 2007).


The reason why survey and questionnaire or interview are not chosen to be the study first hand research method due to survey hace limit the question quantity, the interviewee would not spend much more to finish the questionnaire; a survey could not be asking in-depth feeling or opinion; compare with focus group, respondent would communicate with different ideas, through the conversation they might be brainstorming new ideas by others comment and feedback. Huge amount of questionnaire would be ideal for collecting view, also the interaction could stimulate different thought. The focus group guideline is created for making things more clearly and the interviewee could understand what the project is doing. The question is down below:

1. Have you ever encounter the advertising on social media platform? Like Facebook, Instagram or YouTube? 2. How many times have you encounter? 3. When you meet the advertisement, which situation you would like to watch and why? 4. Do you think advertising could promote the product effectively? 5. Would you skip the advertisement and why? 6. Did you ever met an advertisement which is attractive and you want to watch it again? What is the special things of these advertisement? 7. What do you think of improve the current advertisement and make it become more interesting? Celebrities? Discount? Story or animation format? 8. Which period you think is the best time for consumer to watch the advertisement? 9. Who is the main target of these advertisement? 10. After watching the advertisement, would you like to share to your friends or relatives? .


Limitation

Perhaps participant affected by other in the group but and canĘťt be generalized to a larger group/some may dominate the discussion. Focus group it is beneficial for received informative message though communication. The discussion is unlimited, the personal approach and opinions, perceptions and feelings would appear during discussion. It is cost saving and get the information rapidly. The participant obser vation is hard to record the feeling and situation, random selection of the respondent is hard to reflect and represent the truth quantity or all Hong Kong people of current situation. Respondent may not be serious for answering questionnaire and talk over into discussion. Time is one of the limitation for collecting data and analysis the result. Also, distance is another limitation, the study only can research local situation but overseas status would not be available for collecting firsthand news. It only takes reference from internet or books for comparing the different situation.


FINDINGS AND ANALYSIS RESULT After rearranging the question asked in the focus group conversation, firstly, about the times, would the interviewee encounter to the social media advertisement in the mobile phone, what kind of advertising they would spend time to watch or watch it again, which advertising will skip or watch it again; secondly, about the content of advertising, what topic or which kind of advertising would be attractive for stay a while; thirdly, would they buy the product or share the advertising to their family and friends. The conversation starts at 8th April 2018, around 02:13p.m. to 02:50p.m. uses37:11 minutes to discuss the topic. There are 10 interviewees, 5 of them are college students, 4 of them are workers and 1 of them are technological professional. Their age are around 18 to 34 years old.


According to the Focus Group, they all agree that the target customer which fashion brands target mostly about 20-30 years old. Replying to the first question, all of them encounter social media every day, they use their phone in their free time or whenever they want. One of it said that he checks every five minutes, one of them claims that every time while he was watching YouTube video, the advertising would pop up and make him felt annoying. The college student said that he thinks he wasted the 10 seconds to watch the advertising. The high-end fashion brands, cosmetic or other advertising would insert bet ween or after the advertising. Even though while they are watching Instagram stories, the advertising would become one of the story although they never follow related brands. Some of the plug-in advertising make them crazy or annoy them. While their discussion, one of the interviewee who is an employee and he founded that the social media platform would save the search engine like big data, recorded the user searching history and they recommend the relevant advertising to the user. Especially in Facebook, a college girl explains she tried lots of time and the advertisement keep pop up after she search the information once. In the light of the second important topic about the content of the advertising, it occurs an intense conversation, the interviewee has different commend of this part and uses a half of time to discuss. Technological professional think good looking people, good view and a story would be the key factors of good advertising. Few of the interviewee who is employee think that have few episode, funny, in time and down to earth is better than others thing. However, the college students have different opinion, they think a good advertising should include the condition: creative work, have a brain washing melody and lyrics, memorable plot or better have secondary creation which is derivative work. Anime and trailer are popular in these group of people, they think this would be one of the element for making a good advertising.


Considerate of sharing advertising posts, they would like to share discount post or funny posts to their friends or colleagues. To conclude the focus group discussion, the interviewee is very understanding the skill or method that fashion brand and social media platform do, they targeted the gender of the user and try to collect a bunch of data for promote the relevant or related posts and brands, they have a system to analysis and distributor for assign the advertising. In view of that, the book The Medium is the Message is a book provides 50 ridiculous advertising rules, reputation is really important, so branding keep repeating their advertising to increase the times of performances, which could impress audiences and make it memorable. Headline also is an important element. People is not going to remember the advertising it plays, but just impression. Pope John Paul II ever said that young people is easy to treat but advertising techniques. Just try any method to grab people attention, whatever method could use. In the other hand, advertising always provide a fake illusion that the best adverting is a good product. Rosser Reeves was American advertising executive before, and he said if making the advertising interesting rather than make it different. Direct and simple message would win the game.

Besides, targeted people desire, what they want but not they really need, every industry launched new product every single day, they couldnĘťt sell them all easily. However, though reputation, advertising and word of mouth, company could get a success. So, the first thing is packaging the product beautifully and then create a beautiful story to grab attention. They must be having fun while watching the advertising and shopping so it could recommend to their friends and then enhance the inner impression marker. Clients are righteous, no matter what follow them commend, because they are consumer. The collaboration of fashion brand and social media platform would be get a success, a perfect video advertising in the right time, so it common to see the midnight and afternoon would be the best time for advertising. Even television would play the soap drama during the golden time: 8pm to 10pm, social media as well, they need the best timing for audience to watch and visit the platform. Nevertheless, the celebrityĘťs endorsement is the no one advertising method. Celebrities build up a healthy image and perfect body to wear the fashion brand clothing, so especially Generation Z, they love to imitate same age friends and idol dressing style for grabbing attention. Word of mouth is the best prompting method.


PROPOSAL/RECOMMENDATION For suggestion, fashion advertising could collaborate with public figure for enhance the attention in the public. Due to Generation Z love following their favorite idol, it would be a better idea than the simple element of making video. Lucky draw also is a gimmick for selling product; Instagram have a swipe up function with details for giving the right to choose if they want more details or interested in the product. The literature review research is come from different research engine, the consequences would be objective and authentic. For long term, to suggest the relevant video by consumer behavior and offer video making tutorial service for newest designer and fashion brand. Video editing ser vice for teaching people to join the online business. To deal with serval problem what advertising facing, one, boring advertising, no storyline and celebrities be the speak person. Two, canʝt cause the resonate, not memorable enough and third, there are no motivation for share to family and friends. According to above problem, an option emerges, designing a platform of advertising gif photos. In the platform, there are large amount of advertising gif photos classification by different category and topics. For example, nowadays, Hong Kong LIHK cause a big hit currently, the online user usually as 16 – 38 years old resident, they love to cap screen with television shot or inter view and then they added the dialogue under the photo, they change it like movie photo. But now is gif photo, Generation Z use gif photo as communicate manner, if this advertising gif photo platform arise, it could provide more channel. Not just sharing posts on social media, even in message tools, it could also have reached the goal of word of mouth.


However, not every fashion advertising needed to making gif photos, in the last paragraph mentioned about the down to earth, the project aims to fit into Generation Z everyday lifestyle, be a part of them. This habits just like going to washing room, searching mobile or wearing shoes. Close to Generation Z daily interest advertising are more considerable. So, the step would be as reference to the fashion brand which want to enhance the existence or expand their business. Step One, opening the platform, choose one of the brand name or advertising topics, finally click the download button.

The advantage of saving the gif photo is free space and it was fun, a short moving phot or video could represent lots of words and things. People always said photos tell a story, the gif photo with some interesting movement must be fun and cause a lot of echo. In this video era, Generation Z love everythingĘťs exaggerate, we could try things bold, daring. They could bear in mind because the gif phot is outstanding, impressive and attractive, like Instagram, they have collaborated with Bloomberg few years, till now, user still love it and often posting photo with Bloomberg function. It is believed that the gif platform could cause a big echo. During the holidays could capture more attention of consumer, regrading to consumer preference, creating gif photo style guides tin the social media would connect with visitor and into their everyday life. Also, the data would save the items which consumer have searched before, so it could send the related gif photo inside their social media wall. The gif photo platform would take references to focus group discussion and separate different kind of advertising. 1.funny gif photo; 2. Storytelling; 3. Anime; 4. Secondary creation (derivative work); 5. Song and 6 is celebrities. It sounds interesting and fun for making this platform. If the market really prevalent the advertising gif photos, the profits of fashion brand must be increase. And under the big data, we could search the most fashionable advertise and cater the needs of audiences easily.


CONCLUSION The advertising of fashion brand should focus on their consumer needs and develop an interesting, fun or grab attention advertising. Follow their brand DNA to decide a suitable platform for posting the advertisement. A most important of an advertisement must be the content, a narrative shooting, anime or funny theme are preferred by the consumer, it is more attractive in big amount of advertising vibes. Some special angle and techniques are necessary for grabbing others attention and cause interested in it. It is suggested that a shooting techniques and advertisement proposal are important to be prepare. Fitting everyday life is the most important key for promoting advertisement. Focusing the needs of youth, they have lots of desire, it is easy to encourage them for buying latest product, if gif photos platform establish, it would be bustling with noise in the social media platform. Furthermore, gif photos could replace the words of communication, people could just send a gif photo and instead of thousand words. And the gif photo is convenience, compare with iPhone live photos, advertising gif photos are more meaningful and spread the message of branding more easily.


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DeWalt, Kathleen M. & DeWalt, Billie R. (2002). Participant obser vation: a guide for fieldworkers. Walnut Creek, CA: AltaMira Press. Ellis, Carolyn (2003, May). Grave tending: with mom at the cemetery [8 paragraphs]. Forum Qualitative Sozialforschung / Forum: Qualitative Social research [On-line Journal], 4(2), Art.28. Available at http://www.qualitative-research.net/fqs-texte/2-03/2-03ellis-e.htm. Erlandson, David A.; Harris, Edward L.; Skipper, Barbara L. & Allen, Steve D. (1993). Doing naturalistic inquiry: a guide to methods. Newbury Park, CA: Sage. Fine, Gary A. (2003). Towards a peopled ethnography developing theory from group life. Ethnography, 4(1), 41-60.



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