An Evaluation of Shein's Social Media Strategy for Connecting with Millennial Consumers: A Case Study on Facebook and TikTok

Abstract

This research investigates the use of Facebook and TikTok by Shein in connecting to young consumers' i.e. millennials. Shein is an online retailer which sells fashion products; the company has a strong social media strategy to connect and engage young consumers and achieve its business goals. The research investigated how Shein uses Facebook and TikTok as a marketing strategy to connect with its young consumers. Young were technologically savvy. Therefore, they spend a long time on social media. Shein's use of Facebook and TikTok has influenced its growth and profit. However, it is necessary to evaluate the role of social media from its consumer's perspectives. Thus, the research investigates how young consumers perceived Shein's use of Facebook and TikTok. The research adopts the qualitative methodology, which collects non-numerical data. Semi-structured interviews were used to collect data from 8 young consumers in Ireland. The semi-structured interviews were further analysed using a thematic approach. The major findings of the research include; that Shein's use of Facebook and TikTok has resulted in the purchase of fashion wear amongst young consumers in some instances because Shein used Facebook and TikTok platforms to intimating customers about the latest fashion products. Build confidence and trust through feedback, present products through Ads and provide sufficient product information. The study also finds that some customers preferred TikTok for connecting to Shein over Facebook because TikTok was more engaging, entertaining and used mostly Shein. Other customers noted that they preferred Facebook because it was more regulated and mature and limited the posting of impolite and gruesome videos and images by Shein, unlike what is obtained on TikTok. Therefore, the research recommends that Shein develop more regulated and cautious social media posts, thus allowing it to connect properly with all its customers.