Professional paper
https://doi.org/10.46458/27121097.2022.28.192
THE IMPACT OF INTERNET MARKETING AND SOCIAL NETWORKS ON BRAND DEVELOPMENT: CASE STUDY OF PHILIPP PLEIN
Ljubica Milanović Glavan
orcid.org/0000-0003-1629-2354
; Faculty of Economics & Business, University of Zagreb, Zagreb, Croatia
Antun Glasnović
; Faculty of Economics & Business, University of Zagreb, Zagreb, Croatia
Abstract
The most popular social network globally is Facebook. In today’s competitive world, companies are struggling to market their products online. Social networks help to arouse interest in the brand and build consumer loyalty which results in good brand development. Modern businesses use social media to market products in online consumer markets that reach large numbers of people. Fashion brand Philipp Plein is present on four social networks: Facebook, Instagram, Twitter and YouTube. This fashion brand is presented there as a luxurious, daring and provocative brand and attracts the attention of a large number of people with its posts, primarily on Instagram. The website is designed in accordance with recent internet marketing trends, but there are still many possibilities for improvement.
Keywords
internet marketing; social networks; brand; Philipp Plein;
Hrčak ID:
292225
URI
Publication date:
28.12.2022.
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