The influence of social media on fashion marketing: an analysis of quantitative evidence from Irish consumers who are Instagram, YouTube, and Facebook users

De Courcy, Alisa (2025) The influence of social media on fashion marketing: an analysis of quantitative evidence from Irish consumers who are Instagram, YouTube, and Facebook users. Masters thesis, Dublin, National College of Ireland.

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Abstract

The rapid growth of social media has significantly changed consumer behaviour and marketing strategies, especially in the fashion industry. This study examines the influence of platforms such as Instagram, YouTube and Facebook on Irish consumers' decision-making process and engagement with brands. A quantitative method including literature review, survey, and secondary data analysis is used to reveal users’ preferences and attitudes. The findings of the study revealed that both platforms and content preferences of audiences vary by age and gender. Generation Z prefers fast content and visual platforms such as TikTok and Instagram. Meanwhile, older generations favour Facebook and are cautious of new technologies, such as AI and virtual influencers. The crucial role of user-generated content in increasing brand engagement is confirmed. Moreover, sustainability and data privacy remain vital aspects in creating a trustworthy relationship between consumers and brands. The research confirms that successful social media marketing strategies require adaptation to the target audience and new technological and behavioural trends. The ethical component is also crucial for building customer loyalty. The thesis provides practical recommendations for optimising social media marketing in the context of the Irish fashion market.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Fitzgerald, Maurice UNSPECIFIED
Uncontrolled Keywords:	Social media marketing; consumer behaviour; influencer marketing; artificial intelligence (AI) influencers; fashion industry; Irish market
Subjects:	Q Science > QH Natural history > QH301 Biology > Methods of research. Technique. Experimental biology > Data processing. Bioinformatics > Artificial intelligence Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Artificial intelligence 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 (- 2025) > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	13 Dec 2025 15:48
Last Modified:	13 Dec 2025 15:49
URI:	https://norma.ncirl.ie/id/eprint/9034

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