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Shaha, Sakshi (2024) The Impact of Digital Marketing on Consumer Purchase Behaviour in Ireland in Sustainable Fashion. Masters thesis, Dublin, National College of Ireland.
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Abstract
This study will explore the impact of digital marketing on consumer purchase behaviour in Ireland which will mainly be focused on Sustainability Social media is one of the biggest addictions in today’s generation which is impacting people’s lives in many ways. As the global fashion industry is under scrutiny over the environmental impact it is important for us to understand what are the factors which drives consumers towards purchasing sustainable fashion product.
This research will examine how digital marketing strategies which includes social media campaigns, online review and business engagement will influence consumer behaviour and their thoughts about sustainability in fashion industry in Ireland.
To test the hypothesis if digital marketing has an impact on consumer behaviour a total of 124 samples were used. Respondents were asked to answer questions about 4 aspects which included social media, pre and post purchase consumer behaviour and sustainability. SPSS has been utilized to analyse the data.
The results suggested that there is a statistically relationship between social media and consumer purchases. The findings revealed that digital marketing significantly shapes consumers thoughts and actions towards sustainable products.
This research will highlight the critical role of digital marketing in promoting sustainable fashion in Ireland. It can be seen that by leveraging social media and direct engagement brand can significantly influence consumer’s decision making process.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Hanly, Paul UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing > e Marketing G Geography. Anthropology. Recreation > GE Environmental Sciences > Environment H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry D History General and Old World > DA Great Britain > Ireland |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 11 Aug 2025 14:50 |
| Last Modified: | 11 Aug 2025 14:50 |
| URI: | https://norma.ncirl.ie/id/eprint/8491 |
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