Consumer Behaviour in the Fashion Industry : The Impact of Social Media Platforms and the Future of Social Media Marketing
Tallaa, Sham (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024100726145
https://urn.fi/URN:NBN:fi:amk-2024100726145
Tiivistelmä
This thesis explores how different social media platforms affect consumer behavior in the fashion industry, and looks into the future of social media marketing. With fashion trends changing so fast, the role that new technologies like artificial intelligence (AI) and social media would play in shaping the future of the fashion industry was also investigated.
The thesis provides particular focus on Instagram as it has become a key platform for fashion marketing since its launch in 2010. Additionally, issues of authenticity and transparency in social media marketing are examined, as these are becoming increasingly important for building trust with consumers.
One of the key findings was that social media impacts different groups of people in different ways. For example, women and teenagers were found to be more influenced by social media marketing than men and older people. Consumers are particularly drawn to short, engaging content that feels personal, and they often form emotional connections with influencers. This connection leads them to trust the influencer’s opinions, which makes it important for influencers to be genuine. They should only promote products they truly use and avoid constantly posting paid advertisements.
To explore this further, two case studies were conducted. The thesis concludes that social media has transformed the fashion industry, and the future of social media marketing is most promising for brands that adapt to new technologies, maintain authenticity, and use influencers effectively will continue to thrive in the competitive fashion landscape.
The thesis provides particular focus on Instagram as it has become a key platform for fashion marketing since its launch in 2010. Additionally, issues of authenticity and transparency in social media marketing are examined, as these are becoming increasingly important for building trust with consumers.
One of the key findings was that social media impacts different groups of people in different ways. For example, women and teenagers were found to be more influenced by social media marketing than men and older people. Consumers are particularly drawn to short, engaging content that feels personal, and they often form emotional connections with influencers. This connection leads them to trust the influencer’s opinions, which makes it important for influencers to be genuine. They should only promote products they truly use and avoid constantly posting paid advertisements.
To explore this further, two case studies were conducted. The thesis concludes that social media has transformed the fashion industry, and the future of social media marketing is most promising for brands that adapt to new technologies, maintain authenticity, and use influencers effectively will continue to thrive in the competitive fashion landscape.