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Are Luxury Fashion Brands Successfully Incorporating Social Media Influencers On Instagram To Create A Positive Influence On Millennials’ Purchasing Patterns? An Irish Consumer Study

Sadavrati, Dhruv (2020) Are Luxury Fashion Brands Successfully Incorporating Social Media Influencers On Instagram To Create A Positive Influence On Millennials’ Purchasing Patterns? An Irish Consumer Study. Undergraduate thesis, Dublin, National College of Ireland.

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Abstract

Although millennials are the largest spending population of luxury fashion brands, so far, only a limited amount of studies have explored the interrelation between luxury fashion brands incorporating social media influencers on Instagram and their effects on the luxury purchasing patterns of millennials. Therefore, the main goal of this study is threefold: first, to discuss and explore the evolution of luxury between the 16th and 21st century; second, to examine the role of Instagram influencers and their use by luxury fashion brands; and third, to understand if influencer marketing is creating a positive influence on the purchasing patterns of millennials in Ireland. A convenience random sampling survey method was employed to collect firsthand data from Irish millennials on the research topic. The findings show that a very high percentage of millennials in Ireland do take into consideration what luxury fashion influencers are wearing and promoting in their Instagram pictures and stories. This is one of the very few studies that focuses on millennial luxury purchasing patterns and how luxury fashion brands are able to attract millennials online while maintaining their own unique identity.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > BA (Honours) in Business Studies
Depositing User: Mr Kevin Loughran
Date Deposited: 28 May 2021 11:37
Last Modified: 28 May 2021 11:37
URI: http://norma.ncirl.ie/id/eprint/4885

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