Effectiveness of brand marketing communication tools for retail companies on social media: APB Apranga case

Abstract

In our time, when the competition in the market is very fierce, it is no longer enough to bring a quality product or service to the market - it is no less important to communicate properly with existing and potential consumers. Even the best product (brand) is worth nothing if consumers do not know about its existence, point of sale, price, features. It is also relevant in the clothing industry as it is one of the largest in the world. The marketing communication channels used by APB Apranga, the leading retailer of clothing in the Baltic States, seek to inform and remind customers about the goods they sell. The only problem is that not all marketing communication tools are effective or only partially effective. The aim is to determine the impact of marketing communication channels and marketing communication tools used in them on customer loyalty in the clothing sector in the case of APB APRANGA. After analyzing the concept of marketing communication tools and what marketing communication tools are used in the clothing sector, a theoretical model of the impact of marketing communication tools on customer loyalty in the clothing sector is created and expert evaluation is performed. The study used an expert evaluation method, the results of which showed that the most effective marketing communication tools are those used on social media.