The Impact of Influencer Marketing on Fast Fashion Purchase Intentions from an Irish Female Millennial’s Perspective

Murphy, Carla (2021) The Impact of Influencer Marketing on Fast Fashion Purchase Intentions from an Irish Female Millennial’s Perspective. Masters thesis, Dublin, National College of Ireland.

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Abstract

The Millennial generation are focused on wanting new goods and services more frequently and as fast as possible. Brands are now using social media influencers to promote fast fashion to female millennials online although research in this area is not fully developed. There is an evident gap in the literature regarding the impact that social media influencers have on an Irish female Millennial’s purchase intention of fast fashion. There have been many studies (Shen, 2021; Vermeir and Verbeke, 2006; Ng, Schweitzer and Lyons, 2010) regarding influencer marketing, buyer behaviour to fast fashion and millennial consumer behavior but research on fast fashion purchase intentions is limited, especially in the Irish context which provides a gap for research.

The main objective is to assess the impact of influencers on fast fashion purchase intentions, through the eyes of an Irish female millennial consumer. This research will assess engagement between Irish social media influencers and Irish female Millennials, the effectiveness of promoted content and the impact it has on their purchase intentions.

Several in-depth interviews (5) will be conducted among Irish millennial female consumers (25-40 years old), who have the same interests in fast fashion brands and influencers online. An inductive qualitative approach will be used in this research to gather natural and true perceptions of the topic. The gathered data will then undergo thematic analysis and presented as findings, for example, the research participants admitted that they would still purchase fast fashion based on an influencer's collaboration or review even after learning about the damaging and unethical consequences of fast fashion.

Item Type:	Thesis (Masters)
Subjects:	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 Marketing
Depositing User:	Clara Chan
Date Deposited:	21 Feb 2022 17:22
Last Modified:	21 Feb 2022 17:22
URI:	https://norma.ncirl.ie/id/eprint/5473

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