Analysing trademark and social media in the fashion industry: tools that impact performance and internationalization for SMEs

This research investigates the role that having a trademark and a social media presence play in the development of international activities as well as their influence on performance for small and mediumsized enterprises (SMEs) operating within the fashion sector of the UK and Ireland. Quantitative analysis was carried out by integrating information from several data sources. The hypotheses proposed in our research model are tested on a sample of 102 SMEs, applying bivariate analysis and variance-based structural equation modelling (partial least squares). The aim of this paper is to investigate the effect of trademark and social media participation on firms which varies depending on what managers of fashion related SME companies want to prioritise. Hence, these two marketing tools could be useful for managers to decide on what resources invest; to register a trademark or to be present in social media, subject to their firms’ strategy and objectives.