Extreme Branding: Examining Brand Devotion of Fashion Companies by Customers Using Social Media

This paper looks at how social media is used as part of company branding to encourage customer loyalty. The research presents a case study of lululemon andIts Facebook page and customer product review page to illustrate the importance of social media, using content analysis to interpret the data gathered. The case study shows evidence that a brand community exists on lululemon’s Facebook page, illustrating the importance of social media to customers. The paper concludes that because customers have a high level of involvement in social media, companies would benefit from maintaining a high level of involvement in that same media. The Paper suggests that further research could determine whether the involvement of companies via social media does affect their level of loyalty.