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Attitudes Toward Social Media and It's Influence on Millennia Fashion Consumer's Purchasing Decisions
Högskolan Väst, Institutionen för ekonomi och it, Avd för företagsekonomi.
Högskolan Väst, Institutionen för ekonomi och it, Avd för företagsekonomi.
2020 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

Today more than previous decades, SM aids and facilitate the interaction between fashion garments online and consumers, and this communication is a keyword in influencing consumer attitudes, awareness, and behavior. It is therefore beneficial for Swedish fashion companies to continue to develop and research their understanding of what are the attitudes of the millennial fashion consumers towards SM. While the usage of social media is substantially increasing, it has become clear that they in some form of way are affecting consumers purchasing decisions. So, the purpose of this study is to gain a deeper and broader understanding of the attitudes towards social media and its influence on the millennia fashion consumers' purchase decision process. To conducting and fulfilling our purpose, we looked to answer the following research questions: What are the millennial fashion consumers' attitudes toward using SM platforms for purchasing? What are the influencing factors towards SM? and, which stages of consumer'spurchase decision does SM influence more? In our theoretical frame of reference, we represented some information about social media, influencers and micro-celebrities, online reviews, and purchasing decision-making processes. In addition, the authors' conceptual model, is based on the two theories of reasoned action and consumer decision making. To conduct this research, a qualitative research method comprised of a semi-structured interview during the current world pandemic, COVID-19 with seven millennia participants based on one focus group interview was done at West University.Moreover, our empirical evidence showcases the information we gained from our 7 study participants and was complemented by quotes and citations. In the discussion chapter, our empirical evidence was analyzed through the authors' model and the context of the theoretical frame of references. Based on our findings, the study indicates millennials consumers are highly involved in social network sites and have a positive attitude toward it. In addition, the study identified that informative content, product awareness, time and cost efficiency, the entertainment aspect of social media, and the phenomenons of influencers or micro-celebrities and online reviews as the subgroup of SM are all the influencing factors of attitude towards social media, and finally, we can make a conclusion that according to the study participants social media and micro-celebrities act as an inspiration source in many stages of DCM, and the online review as the most credible source of information and its influences on all the stages of the decision-making process is undeniable.

sted, utgiver, år, opplag, sider
2020. , s. 73
Emneord [en]
Social media, Micro-celebrities, online reviews, Theory of reasoned action, Consumer purchasing decision process, Fashion industry, Millennia attitude
HSV kategori
Identifikatorer
URN: urn:nbn:se:hv:diva-15981Lokal ID: EXD951OAI: oai:DiVA.org:hv-15981DiVA, id: diva2:1477745
Fag / kurs
Business administration
Utdanningsprogram
International Business
Veileder
Examiner
Tilgjengelig fra: 2020-10-26 Laget: 2020-10-20 Sist oppdatert: 2020-10-26bibliografisk kontrollert

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Totalt: 335 treff
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