The impact of social media marketing on Myanmar's fashion advertising post Covid-19 | |
| Author | Chaw Su Han Thwe |
| Call Number | AIT RSPR no.SM-25-03 |
| Subject(s) | Clothing trade--Burma Textile industry--Burma Social media--Burma--Marketing |
| Note | A research study submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This research delves into the changes in social media marketing for the fashion industry in Myanmar due to the COVID 19 pandemic. As traditional advertising measures has developed into the digital background, social media is now an important tool for fashion marketing and consumer engagement. This research seeks to acknowledge how fashion businesses and consumers interact with social medias, to recognize the challenges they face, and to recognize the most efficient platform and strategies to use when doing fashion marketing in the post–pandemic scene. To gain an in depth understanding of this topic, a qualitative research design was used. Eight interviews were conducted with a branding expert, a social media strategist, a fashion influencer, a local fashion designer, and 4 fashion consumers. The five key themes were analyzed using thematic analysis. Barriers and challenges in accessing fashion via social media, platform preferences, influence of their content, barriers of payment and delivery, lack of trust and transparency in social commerce. I found that Facebook is the most popular platform on which fashion transactions take place in Myanmar. A platform that everyone has access to and can use, and that can communicate directly with the seller via Messenger.This makes it an obvious choice for both consumers and businesses. For instance, Instagram and TikTok are more popular for discovery of new trends and their influencers but remain less popular for purchasing. I also found out that video content, influence recommendation and trust signals like the real customer reviews and photographs are involved in forming purchase decisions. Both create a sense of credibility and connection between brands and their customers. However, challenges remain. There are still many businesses and consumers that battle to stay connected to the internet, are undereducated in digital literacy, are unable to adapt payment methods into a digital landscape, and even with delivery services. However, these barriers still prevent the potential of social commerce from being unlocked in Myanmar. I wish to add to this understanding of how digital marketing works in a developing Southeast Asian context, from the viewpoint of someone who is both a researcher and an entrepreneur. It offers practical insights and recommendations for local fashion brands looking to increase their online presence. However, I think that with the right understanding of consumer behaviors, our fashion businesses in Myanmar have a great opportunity to thrive, and if we tailor our social media strategy more closely to address the digital and structural challenges we face. This, with an underlying need to invest in digital skill building and better infrastructure, will ensure that the fashion marketing ecosystem of our country becomes more inclusive and sustainable. |
| Year | 2025 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Levermore, Roger; |
| Examination Committee(s) | Hanna, Sam;Junaid, Muhammad; |
| Scholarship Donor(s) | AIT Scholarships; |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2025 |