Understanding the importance of Social Media Marketing in the Fashion World and the Power of Social Media Platforms

Odemis, Damla (2025) Understanding the importance of Social Media Marketing in the Fashion World and the Power of Social Media Platforms. Masters thesis, Dublin, National College of Ireland.

Preview

PDF (Master of Science) Download (2MB) | Preview

Abstract

This dissertation focuses on the influence of social media marketing on consumer behaviour in the fast fashion sector, specifically with focusing on influencer trust, authenticity, platform engagement and ethical awareness. This study focuses on how social media platforms such as TikTok, Instagram etc. can affect brand's visions, people's purchasing choices and thoughts about sustainability.

In this dissertation quantitative research design was selected by adopting an online questionnaire. 60 valid responses who are aged between 15-30 active social media users were collected via sampling. The survey consisted of 17 Likert- scale questions which are about four main questions: Influencer impact on purchasing behaviour, selected content and platforms, authenticity and transparency and importance of ethical and sustainable fashion acts. Descriptive statistics, correlation analysis, group comparison and regression analysis was used for analysing the data in order to recognise relationship and differences between variables.

According to findings from the research, influencers play a crucial role when it comes to affecting purchase intentions especially if they are considered as authentic and transparent. The most affective format is considered as video-based content such as Instagram Reels and TikTok clips. Brand trust was also closely linked to the influencer trust when it comes to promoting a product or an item. People were aware of sustainability and ethics. When it came down to it these issues didn't affect their purchasing decisions much as how much they trusted the influencer and how engaging the content was. For most of the people, it was the influence and entertainment value that tipped the scales not the moral implications.

This dissertation states that affective influencer marketing has to have a balance when it comes to authenticity, using platform in a strategic way and arrangement with audience values. In order to make fashion more sustainable, recommendations were provided for brands, customer and influencers including case-studies about the brands to see how they're using media to promote sustainable fashion.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Feighery, Keith UNSPECIFIED
Subjects:	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 Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet
Divisions:	School of Business (- 2025) > Master of Science in Entrepreneurship
Depositing User:	Ciara O'Brien
Date Deposited:	12 Feb 2026 09:27
Last Modified:	12 Feb 2026 09:27
URI:	https://norma.ncirl.ie/id/eprint/9125

Actions (login required)

View Item