Week 4 Reflection
Ellen Su
Integrated Marketing Communications
Department of Fashion Business: LIM College
Week 4 Reflection
Professor John Keane
5 June 2025
Abstract
Week 4 Reflection is a synopsis of how I applied concepts I learned in Chapter 15 of the textbook to my social media accounts and developed my ideas for personal branding. The most important concept I am taking away is the importance of navigating the ability to control the flow of information being received, because this ties in with the absolute value of selling e-commerce (Belch et al., 2021). The foundation of successfully attracting and retaining consumers on the Internet starts with creating an informational, stylish, and aesthetic brand identity for the consumer to identify with. We control the narrative of information received by the target consumers, so we must learn how to convey information persuasively.
Week 4 Reflection
The most important concept I am taking away from Week 4 is the importance of navigating the ability to control the flow of information being received, because this ties in with the absolute value of selling e-commerce (Belch et al., 2021). Given the definition in Chapter 15, “e-commerce is the direct selling of goods and services on the Internet” (Belch et al., 2021), we recognize the significance of learning navigational tools to control the narrative of information received by target consumers. Providing ourselves with the foundation for the process to curate a professional aesthetic, meeting web objectives, and generating a profit through sales online is pertinent to maintaining a brand’s presence on social media and/or adjusting a business’s image to increase engagement.
This concept is especially crucial to someone building a business social media account and catering to the target audience. Relevant photos, audio, video, graphics, and slogans are carefully incorporated into pieces of media to attract consumers. Consumers gravitate toward attractive, well-designed websites that showcase the services or products offered by a business. The process of transforming a looky-loo consumer into a brand-loyal customer involves connecting with the audience’s emotions, luring their attention with eye-catching, boldly designed graphics, a charismatic personality across social media platforms, and an informational website describing the founder’s story, testimonials, brand pillars, shared values, and convincing the consumer to make a purchase.
In my personal life, I have recently begun posting motivational quotes in short-form video format on Instagram Reels and transitioned my Instagram page to reflect a chosen aesthetic. My current task is to restore my Instagram page to its former glory of a semi-influential teenager in 2020, through fashion, travel, and lifestyle comedic content. One of my biggest inspirations on Instagram is Amanda McCants. I love her hilarious skit videos of her cosplaying as a wealthy and fabulous mom.
After utilizing the methods I learned in Chapter 15, I have increased my engagement rate on my Instagram and gained a few more followers. I am slowly shifting my target audience toward young women with an interest in fashion and motivation. It is special to see like-minded people come together to support my content and blog. I plan to add audio and videos to my blog, as well as a podcast on these topics. Some consumers may appreciate the option of audio or video, instead of text reading. This means I can expand my target audience to include those who prefer listening.
Chapter 15 uplifted my perspective on increasing engagement rate because my account has been dipping recently, as Instagram is not showing my content to the target audience in Reels. I felt encouraged by learning about various methods through trial and error. I applied what I learned in the textbook to my personal social media account. Due to this small step toward success, I feel the method is paying off. Being able to apply the information I learned through text to a real-life simulation is a surreal experience. I plan on continuing my social media journey to develop myself as a brand.
References
Belch, G. E., & Belch, M. A. (2024). Advertising and Promotion: An Integrated Marketing Communications Perspective (13th ed.). McGraw-Hill Education.
