The impact of social media marketing on brand equity of a Kazakh clothing company

Aliya Dukenbayeva

Bakalářská práce

Abstract:

In the modern digital age, social media marketing is crucial for brand development and maintaining competitiveness. This study examines the impact of social media marketing strategies on consumer engagement, brand awareness, and loyalty using the example of the Kazakh company SHOQAN. Customer engagement and brand perception are improved through the use of social media platforms such as Instagram and the company's official website. This study examines how influencer partnerships, interactive marketing, and customized content can boost brand awareness and drive business growth. The theoretical and empirical components of the article include statistics on social media and a literature review. Considering these procedures using SHOQAN as an example, we came to the conclusion that the results obtained demonstrate how effectively digital marketing affects customer perception and increases their loyalty. The results of the study may be useful for Kazakhstani fashion companies that hope to increase their online recognition and competitiveness in the market. In conclusion, the article highlights the growing importance of social media marketing in the changing fashion industry and its potential to create new forms of interaction between consumers and brands.

Keywords

Shoqan, social media marketing, brand equity, brand awareness, consumer perception, Kazakh clothing industry

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 20. 5. 2025
• Vedoucí: Ing. Kristýna Kučírková, MSc
• Oponent: Jared Daniel Jacques

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration