Role of social media in consumer adoption of fast fashion : consumer behaviour and the influence of social media on fast fashion adoption

Abstract

This thesis researched the impact of social media such as TikTok, Instagram on consumer behaviour in the context of adoption of fast fashion. Social media influences a lot of adoption of fashion among the consumers. In most cases, this comes as a result of the evaluation of the efficiency of social media tools together with specific marketing tactics in influencing consumers regarding fast fashion. Based on the research affirmations this research aligns to theories of consumer behaviour, social influence and media effects to offer a clear view on how purchasing decisions are influenced by social media.

The exploratory method (survey) was used to collect data. Social media provides wider reach and access to a global customer base in adoption of fast fashion. This thesis aimed to provide readers with an overview of impact of social media, and how the social media platform influence consumers in adoption of fast fashion.

Complementing the existing literature on the digital apparel retailing, the study aids in the understanding of the specifics of consumer-brand interactions in the age of social media. The implications are of utmost importance especially to marketers who wish to employ the use of the social media platforms in augmenting marketing efforts with an aim of increasing the visibility of brands and consumer loyalty.