From Clicks to Clothing-Exploring Social Media`s Role in Fast Fashion Trends and Overconsumption-Esma Armac
Armac, Esma (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024091725277
https://urn.fi/URN:NBN:fi:amk-2024091725277
Tiivistelmä
The exponen:al expansion of social media has tremendously impacted consumer behaviour, especially in the fast fashion industry. This thesis aims to examine the influence of social media plaRorms on the rapid rise and fall of fast fashion trends.
Key par:cipants in the fast fashion sector, such as Inditex and Shein, skilfully use social media as a marke:ng tool to generate and sustain trends and promote impulsive buying choices, eventually resul:ng in overconsump:on.
This study inves:gates the specific social media strategies used by fast fashion companies. This method included several techniques, such as influencer marke:ng, targeted adver:sing, and curated informa:on feeds, on customer percep:on of trends and subsequent purchase decisions. In addi:on, it emphasizes the business tac:cs and marke:ng approaches used by these organisa:ons to enhance sales.
To further interpret the effect of social media marke:ng on consumers' decision-making behaviour and its impact on their purchase inten:ons, as well as their readiness to pay for fast fashion companies, it is essen:al to establish effec:ve and well-designed social media marke:ng tac:cs. The poll was completed by a convenience sample of fast fashion consumers who are ac:ve on social media.
Key par:cipants in the fast fashion sector, such as Inditex and Shein, skilfully use social media as a marke:ng tool to generate and sustain trends and promote impulsive buying choices, eventually resul:ng in overconsump:on.
This study inves:gates the specific social media strategies used by fast fashion companies. This method included several techniques, such as influencer marke:ng, targeted adver:sing, and curated informa:on feeds, on customer percep:on of trends and subsequent purchase decisions. In addi:on, it emphasizes the business tac:cs and marke:ng approaches used by these organisa:ons to enhance sales.
To further interpret the effect of social media marke:ng on consumers' decision-making behaviour and its impact on their purchase inten:ons, as well as their readiness to pay for fast fashion companies, it is essen:al to establish effec:ve and well-designed social media marke:ng tac:cs. The poll was completed by a convenience sample of fast fashion consumers who are ac:ve on social media.