BRITISH UNIVERSITY VIETNAM KNOWLEDGE EXCHANGE PROJECT 1

Exploring the Efficacy of Social Media

Platforms for Fashion Marketing:

A Case Study of LAM.D STUDIO

Research Proposal

HAN21110028
 TABLE OF BRITISH UNIVERSITY VIETNAM

CONTENT KNOWLEDGE EXCHANGE PROJECT 1

1. Overview 2. Problem 3. Research Question

4. Research Approach 5. Methodology 6. Data Description

7. Population 8. Questionnaire 9. Research Timeline

10. Proof of contact 11. References

BRITISH UNIVERSITY VIETNAM
KNOWLEDGE EXCHANGE PROJECT 1
(“Brand Story – LAM.D STUDIO,” n.d.)

Overview
• Founded: March 2023
• Location: 44 Trang Thi Street, Hoan Kiem District, Hanoi, Vietnam
• Core Message: "The Secret of Minimalism"
• Ownership: Sole Proprietorship
• Market Focus: Fashion Industry
• Design Philosophy: Minimalistic
• Brand Values: Simplicity, Elegance, Sustainability
• Target Market: Fashion-forward individuals seeking timeless and
sustainable fashion pieces.

HAN21110028
BRITISH UNIVERSITY VIETNAM
KNOWLEDGE EXCHANGE PROJECT 1
(Osei-Frimpong and McLean, 2018)

Problem
As a newly established brand, LAM.D STUDIO encounters
a restricted customer base, highlighting the need for
immediate actions to enhance brand recognition and connect
with potential customers.

Aim: This study attempts to fill this gap by examining the

performance of LAM.D STUDIO's social media initiatives
and finding significant elements that determine their
success.

HAN21110028
BRITISH UNIVERSITY VIETNAM
KNOWLEDGE EXCHANGE PROJECT 1

Research Question
Question
How does LAM.D STUDIO use social media platforms for fashion marketing, and
how effective are these tactics in increasing brand awareness and customer
engagement?

Objectives
• To analyze LAM.D STUDIO's use of social media platforms for marketing
• To assess the effectiveness of different social media strategies employed by
LAM.D STUDIO
• To identify challenges and opportunities in LAM.D STUDIO's social media
marketing efforts

HAN21110028
 BRITISH UNIVERSITY VIETNAM

Research Approach
• Methodology: Using qualitative statistics to analyze data obtained from LAM.D STUDIO's social
media platforms.
• Data Collection: Collect data from different social media channels used by LAM.D STUDIO,
such as content types, posting frequency, audience demographics, and engagement metrics.
• Analysis: Applying qualitative statistics to summarize and explain the data, offering insights into
how social media marketing strategies can boost brand visibility and consumer engagement for
LAM.D STUDIO.
BRITISH UNIVERSITY VIETNAM
KNOWLEDGE EXCHANGE PROJECT 1 Data Description
Variable Variable Levels of
IV/DV References
name descriptions measurement

The utilization of social media platforms to visualize consumption enables

(Josiassen and Assaf,
Brand Visibility DV consumers to articulate their interpersonal connections and associations with Ratio
2013)
brands more

The customer's behavioral manifestations with a brand or business emphasis,

Customer Engagement DV Ratio (Vivek et al., 2012)
beyond purchase, stemming from motivational reasons.

The most significant transformation occurs when consumers are granted the
Content Type DV ability to generate content and provide feedback through social media Nominal (Gensler et al., 2013)
platforms.

Social marketing refers to the extent to which an individual is present through

(Osei-Frimpong &
Social Media Marketing Strategies IV interpersonal relationships and personal interactions in order to establish and Nominal
McLean, 2017)
maintain connections between brands and consumers

HAN21110028
 BRITISH UNIVERSITY VIETNAM

Methodology
Variables Data collection

• Independent variable: LAM.D STUDIO Social Media
Marketing Strategies (Osei-Frimpong & McLean, 2017) .
• Dependent variables:
- Brand Visibility (Josiassen and Assaf, 2013)
- Customer Engagement (Vivek et al., 2012)
- Content Type (Gensler et al., 2013)
• Qualitative Analysis: Examination of LAM.D STUDIO's
social media platforms, including content strategies and
audience engagement tactics.
• Questionnaire Survey: Distribute questionnaires to LAM.D
STUDIO's social media followers to gather insights on
their engagement and perception.

HAN21110028
BRITISH UNIVERSITY VIETNAM

Population of Sample
Target Population

• LAM.D STUDIO's social media followers across various platforms such as Instagram and
Facebook.
• Millennials (aged 25-40): A demographic known for its interest in fashion trends,
sustainability, and digital engagement.
• Generation Z (aged 16-24): A tech-savvy generation with a strong influence on fashion
preferences and social media trends.

Sampling Methodology
Stratified Random Sampling: Dividing LAM.D STUDIO's social media followers into distinct
groups based on demographic characteristics such as age, gender, and geographic location.
 BRITISH UNIVERSITY VIETNAM

Questionnaire Survey Design

Question Types:
• Closed-Ended Questions
• Likert Scale
• Open-ended Questions
Aspects Discussed:
• Frequency of Interaction
• Content Preferences
• Brand Perception
• Suggestions
• How often do you engage with LAM.D STUDIO's posts on
social media?
• What types of content do you enjoy the most from LAM.D
STUDIO?
• On a scale of 1 to 5, how would you rate LAM.D STUDIO's
brand visibility on social media?
• Do you have any suggestions for how LAM.D STUDIO can
improve its social media presence?
 Research Timeline
Projects & Tasks Jan Feb March April

Planning
Research
Literature reviews
Research Approach
Methodology
Population of Sample
Analysis Plan
Report Writing

HAN21110028
BRITISH UNIVERSITY VIETNAM
Proof of company

HAN21110028
BRITISH UNIVERSITY VIETNAM
KNOWLEDGE EXCHANGE PROJECT 1 References
• Ahmad, N., Salman, A., Ashiq, R., 2015. The Impact of Social Media on Fashion Industry: Empirical Investigation from Karachiites [WWW Document].
Opris, A., Pelau, C., Lazar, L., 2020. The role of celebrities for the image of endorsed products. Proceedings of the International Conference on Business Excellence 14, 838–846. https://doi.org/1
0.2478/picbe-2020-0080
• Ahmad, Z., Menon, A.S., Mason, C., Shamsudin, M.F., Sentosa, I., 2020. Does Social Media Engagement Moderate Brand Engagement and Brand Loyalty? Evidence from Young Consumers of
Malaysian Modest Fashion Industry. International Journal of Psychosocial Rehabilitation 24, 2500–2508. https://doi.org/10.37200/ijpr/v24i2/pr200546
• Anam, H., Faiz, Dr.R., 2019. An Empirical Examination Of Brand Loyalty Via Customer Delight In Pakistan. Journal Of Management And Research 3, 1–28.
Https://Doi.Org/10.29145/Jmr/31/0301002
• Brand Story – LAM.D STUDIO [WWW Document], n.d. URL https://lamdstudio.com/brand-story/
• Fashion_Industry_Empirical_Investigation_from_Karachiites
• Gensler, S., Völckner, F., Liu-Thompkins, Y., Wiertz, C., 2013. Managing Brands in the Social Media Environment. Journal of Interactive Marketing 27, 242–256.
https://doi.org/10.1016/j.intmar.2013.09.004
• Mandarić, D., Hunjet, A., Vuković, D., 2022. The Impact of Fashion Brand Sustainability on Consumer Purchasing Decisions [WWW Document]. Journal of risk and financial management.
https://doi.org/10.3390/jrfm15040176
• Osei-Frimpong, K., McLean, G., 2018. Examining online social brand engagement: A social presence theory perspective. Technological Forecasting and Social Change 128, 10–21.
https://doi.org/10.1016/j.techfore.2017.10.010
• Ramsunder, M. (2011). The impact of social media marketing on purchase decisions in the tire industry (Doctoral dissertation, Nelson Mandela Metropolitan University). https://core.ac.uk/downl
oad/pdf/145053328.pdf
• Sedeke, K. (2012). Effective fashion blogs and their impact on the current fashion industry. Erasmus University. https://thesis. eur. nl/pub/12317/Sedeke. pdf.
• Tsimonis, G., Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence & Planning 32, 328–344.
Opris, A., Pelau, C., Lazar, L., 2020. The role of celebrities for the image of endorsed products. Proceedings of the International Conference on Business Excellence 14, 838–846. https://doi.org/1
0.2478/picbe-2020-0080
• Vivek, S.D., Beatty, S.E., Morgan, R.M., 2012. Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice 20, 122–146.
https://doi.org/10.2753/mtp1069-6679200201

HAN21110028