Samenvatting

Introduction
The purpose of this report is to analyse the results of the research on the most effective use of social media to generate sales. The board of directors of MARIA TAILOR is interested in the wishes and needs of consumers with regard to social media. The recommendations for MARIA TAILOR are defined at the end of this report.
Research
Desk and field research were conducted to evaluate what the proven capabilities are to generate sales through social media. The data is collected on internet and on a survey which was spread among the target group. The target group of MARIA TAILOR is divided in three groups. At the moment they focus on all groups.
Findings
All the information is researched and listed. Underneath you will find the main information of the research.
Most of the consumers use social media. The results shows that Facebook and Instagram are most commonly used by the target group. The large majority of respondents used social media to stay in touch with family and friends, to get inspired and to track the news. Images based on a lifestyle or videos are the most attractive content on social media. Social media is most commonly used by a mobile device.
Last year 86 percent of the respondents has done an online purchase. Almost all of the respondents has done an offline purchase. Most of the respondents will after seeing a post on social media not proceed to an online purchase but proceed to an offline purchase.
Influencers are popular by the younger generation of the target group. The main reasons for following an Influencer are: to be inspired by a certain clothing style and to get an insight in their lives.
Conclusion
Several conclusions can be drawn from the findings detailed above. Principally Facebook and Instagram are the most popular social media channels. Instagram and Influencers are most suitable to reach the younger generation. Facebook can be used for achieving the other part of the target group. Sales can be generated through the SMF-model or social selling.
Recommendations
Based on the results is recommended to MARIA TAILOR to implement the SMF-model. Taking account with the different target groups. Influencers can be used for the younger generation. MARIA TAILOR have to make sure that the content of social media is fully compatible for mobile device. Finally, the content of social media has to be prominent and distinctive.