What role does Instagram have on the purchase intention of luxury fashion in the Irish context?

Carroll, Emma (2020) What role does Instagram have on the purchase intention of luxury fashion in the Irish context? Masters thesis, Dublin, National College of Ireland.

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Abstract

This research is based on the luxury fashion purchase intention of an Irish millennial and the impact that the social media platform Instagram has regarding their purchase intentions. This research first explores the current academic landscape of the luxury fashion industry, Instagram, hedonic consumption and social influences. The main purpose of this research is to gain an insight into how millennials use Instagram, if Instagram is the best and most effective platform to market to this age bracket and finally to understand why an Irish millennial decides to purchase a luxury fashion item. This research adopted a phenomenological approach in the research philosophy and conducted four semi-structured interviews for data collection. The research found that Instagram advertisements are the beginning of the marketing journey which prompt the consumer to begin considering a luxurious purchase. The consideration is then confirmed by social influences.

Keywords: Irish consumer, millennial, social media, purchase intention and luxury 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
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Dan English
Date Deposited:	08 Feb 2021 13:34
Last Modified:	08 Feb 2021 13:34
URI:	https://norma.ncirl.ie/id/eprint/4693

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