How social media shapes the fashion industry: The spillover effects between private labels and national brands

Social media has become one of the major industrial marketing channels for companies. Because of the nature of social media, social media marketing produces a strong branding effect for small and medium enterprises (SMEs) in the fashion industry. This study contributes to social media analytics research by exploring the interactions between private labels and national brands in fashion social media and investigating how these interactions influence the popularity and subsequent sales of private labels. Our main findings suggest the presence of large national brands has a positive spillover effect on the popularity of private labels in fashion social media and ultimately influences sales of private label products. The results add to our understanding of the impact of Business-to-Business (B2B) social media marketing on brand competition in the fashion industry.