Baking Fashion Trends

The use of social media in baking fashion has been used very well to create financial success.  The advantages of this is: 

• free publicity as a promotional activity 

• creates "consumer buzz" 

• takes advantage of increased online presence 

According to the AIDA model of communication, social media can be used to take advantage of trends and use them to firstly raise awareness of baking fashion products, and then to increase interest in a particular brand or type of baking product. After this a decision is made and an action towards purchasing the product.

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"Consumer Buzz"

Social media generates awareness and interest through creating a “consumer buzz” around a particular topic. These techniques help to create the buzz:

• user-generated reviews

• recommendations

• blogs.

The creation of consumer buzz, which leads to increased traffic on online platforms, establishes a positive financial effect on the value of a firm (Luo and Zhang 2014).

Increased Presence Online

It was discovered that customers are more receptive to messages and information online. Social media opens up the business to a larger audience, is cost effect, is quick and creates competitive advantage. To do this the business should have a clear idea of the customer profile and environment. For example, understanding what social media customers use most. Social media should create a business-customer-customer relationship to establish consumer generated buzz (Arminen 2010).