The Influence of Visual Content on Social Media Shaping Consumer Behavior in Fast Fashion
Nguyen, Tran Bao Tran (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112730559
https://urn.fi/URN:NBN:fi:amk-2024112730559
Tiivistelmä
This thesis examines the influence of visual content on social media and its effect on consumer purchasing behavior in the fast fashion industry. The research focuses on how fast fashion brands leverage social media platforms to create authentic, engaging content that resonates with consumers. Using a comprehensive theoretical framework grounded in marketing and consumer behavior theories, the study investigates the relationship between social media marketing strategies and consumer responses.
Through a survey-based approach, the thesis identifies key factors such as aesthetics, colour schemes, high-quality images, video content, and influencer endorsements, all of which significantly impact consumer purchasing decisions. The research highlights the role of promotional content and discounts in motivating consumer purchases. Findings indicate that well-crafted visual content, combined with promotional offers, increases consumer engagement, particularly among younger audiences who are highly active on social media.
Overall, this study underscores the growing importance of visual content in shaping consumer behavior and offers valuable insights for fashion brands aiming to optimize their social media marketing strategies. It also emphasizes the need for a personalized and visually compelling approach to enhance consumer interaction and boost sales within the competitive fast fashion sector.
Through a survey-based approach, the thesis identifies key factors such as aesthetics, colour schemes, high-quality images, video content, and influencer endorsements, all of which significantly impact consumer purchasing decisions. The research highlights the role of promotional content and discounts in motivating consumer purchases. Findings indicate that well-crafted visual content, combined with promotional offers, increases consumer engagement, particularly among younger audiences who are highly active on social media.
Overall, this study underscores the growing importance of visual content in shaping consumer behavior and offers valuable insights for fashion brands aiming to optimize their social media marketing strategies. It also emphasizes the need for a personalized and visually compelling approach to enhance consumer interaction and boost sales within the competitive fast fashion sector.