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An Investigation on Consumer Perception Towards Social Media Marketing in the Fashion Industry

Hines, Ryan (2021) An Investigation on Consumer Perception Towards Social Media Marketing in the Fashion Industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

This research paper had a primary aim of investigating the relationship that consumers, in the fashion industry, had with marketing strategies that are present on social media. With social media and fashion being heavily influenced by status, it was interesting to see what the relationship between the two was like. It was insightful to look into four main areas where social media marketing is dominant in the fashion industry. These included direct adverts, influencer marketing, e-commerce live streams, and sustainable fashion.

A quantitative approach was taken to gather the information needed to carry out such an investigation. The use of a descriptive frequency analysis on SPSS software was used to display the findings and help analyse the results. This led to some surprising results, as well as highlighting opportunities for further study into the area of research. Although there were some unexpected findings in area, the research did have a lot of alignment to previous research conducted in a lot of areas.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > e Marketing
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 > Master of Science in Management
Depositing User: Clara Chan
Date Deposited: 14 Feb 2022 13:57
Last Modified: 14 Feb 2022 13:57
URI: https://norma.ncirl.ie/id/eprint/5427

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