Evaluating Brand Marketing Through Instagram: A Case Study of Zara in Mumbai, India, with a Focus on Brand Awareness and Purchase Intention

Neel Mukund Dravid¹ Dr. Kamyar Esmaeilinasrabadi²

Abstract :
Zara has achieved significant success in the fashion industry, partly due to its effective marketing strategies, including the use of social media platforms. This research explores Zara’s social media marketing strategy, focusing on how the brand utilizes Instagram to enhance brand awareness and influence purchase intent among consumers in Mumbai. A quantitative research approach was adopted, surveying 50 participants to understand how Zara s marketing efforts have influenced their purchase decisions and brand preference. The study used statistical analysis to assess the causal relationship between key variables. The findings reveal that positive reviews and recommendations from social media influencers play a pivotal role in altering consumer perceptions of Zara products. In addition, consistent communication and a strong brand-consumer relationship contribute to the brand s success. Instagram serves as a platform for monitoring brand popularity, with consumers sharing photos of themselves wearing Zara products and using brand-specific hashtags. Furthermore, Zara’s inclusive approach in involving consumers in marketing campaigns has contributed to its growing popularity in the Mumbai market.
Keywords : Social Media Marketing Instagram Marketing Brand Awareness Purchase Intention Consumer Behavior Influencer Marketing.

زبان مقاله : انگلیسی
محور مقاله : مدیریت
محل انتشار : سومین کنفرانس بین المللی پژوهش های کاربردی در علوم انسانی، اقتصاد، مدیریت و حسابداری
آدرس وب سایت کنفرانس : icrhema.com
کد IOI مقاله : AABF-AAAGHA
لینک مستقیم مقاله : https://isnac.ir/AABF-AAAGHA
نمایش چکیده فارسی : https://isnac.ir/SA/AABF-AAAGHA