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Karathat Jayasingh, Neelu Singh (2024) Influencing Style: Exploring the Role of Social Media Influencers in Fashion Choices of Generation Z in Ireland. Masters thesis, Dublin, National College of Ireland.
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Abstract
This research aims to evaluate the role of social media influencers in the fashion choices of Generation Z in Ireland. The objectives that have been met through this study is to evaluate the influence of social media influencers in shaping the fashion choices of Generation Z consumers in Ireland. Fashion choices undertaken by consumers are heavily influenced in the present times, owing to the vast access to information and several individuals influencing their decisions.
Social media influencers have a positive impact in targeting Gen Z customers only when they provide trustworthy and reliable content to them. Fake reviews led to dissatisfaction with customers. Therefore, the customers must be provided with credible sources of information which can encourage their purchasing intention. Different types of effects of cultural and religious differences within Ireland influence the responses of Gen Z to fashion influencer marketing.
In the context of the research methodology, it has been noticed that the process of information collection for the research has been identified here. In this study, the primary method of data collection and survey method of data analysis have been chosen. The research approach, philosophy and design have also been identified in this study and the simple random sampling method have also been noticed in this study.
Furthermore, in the findings and analysis section the hypotheses development has been carried out. In this section, the demographic and the contextual findings and their link with the research objective has been established as well. In the survey, researcher have maintained diversity in gender, age and geographic residence of the respondents. In conclusion the key findings of this research have been analysed that is the purchasing intention of Gen Z customers in Ireland is highly influenced by the trustworthiness, reliability and validity of the social media content. Moreover, suitable recommendation, future scope and limitation has been addressed.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Ramirez, Rachel UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry D History General and Old World > DA Great Britain > Ireland H Social Sciences > HF Commerce > Marketing 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 International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 11 Aug 2025 11:28 |
| Last Modified: | 11 Aug 2025 11:28 |
| URI: | https://norma.ncirl.ie/id/eprint/8480 |
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