The Impact of Instagram Advertisement on the Purchase Intention Among Irish Millennials in the Fast Fashion Industry

Ghimiray, Aditya (2024) The Impact of Instagram Advertisement on the Purchase Intention Among Irish Millennials in the Fast Fashion Industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

Consumer behaviour has been impacted by social media websites’ constantly growing popularity and charm in a variety of ways, primarily in the dynamic domain where fashion and technology meet. The objective of this thesis is to review and analyse the delicate and complex relationship between a popular social networking site Instagram and the influence it has on the purchasing habits of the Irish Millennial population. Instagram is quickly becoming one of the most popular channels for fashion advertising, therefore it is critical for businesses competing for market share to understand how it affects their target audiences.

This study uses a quantitative research design for which an online survey was conducted. Questionnaire was shared with 100 Irish Millennials participants between the age of 20 to 45 years old. The effects of Instagram features like stories, posts, reels, shopping bags, logos and brand names on purchasing behaviour, the limiting impact of demographic characteristics, and the mediating effects of social pressure and influencer credibility are few of the study concerns that needs to be looked into.

By looking into such areas, this thesis aims to offer insight and a different perspective into the broad understanding of digital marketing ideas in relation to the fashion sector and consumer behaviour patterns in the crowded universe of Instagram. In doing so the study found a strong link between Instagram usage and purchasing behaviour. Additionally, the possibility of purchasing fast fashion doubles when a consumer interacts with an Instagram post. Regression analysis established that the relationship between Instagram use, interest in fashion, and willingness to purchase.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Tan, Eileen UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Advertising H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry 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 Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Aug 2025 10:37
Last Modified:	14 Aug 2025 10:37
URI:	https://norma.ncirl.ie/id/eprint/8528

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