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Online consumers' perspective on digital fashion branding magazines
Högskolan i Borås, Institutionen Textilhögskolan.
Högskolan i Borås, Institutionen Textilhögskolan.
2014 (engelsk)Independent thesis Advanced level (degree of Master (Two Years))Oppgave
Abstract [en]

The study is focused on investigating the effectiveness of digital fashion branding magazines through the perspective of various types of online fashion consumers. The classification of online fashion consumers is based on motives of shopping behavior. Factors of positive online shopping experience were employed in order to identify perceptions and preferences towards digital fashion branding magazines. The study is implemented by the means of digital fashion branding magazines’ analysis, focus group and individual interviews. The results of the research enable to identify various ways of presenting the branding magazines. The study demonstrates differences in perceptions of digital fashion branding magazines of various types of online fashion consumers. The types of consumers attracted by the branding magazines are considered as well. Digital fashion branding magazines are regarded to be an effective marketing tool which requires further improvement by all the identified types.

sted, utgiver, år, opplag, sider
University of Borås/Swedish School of Textiles , 2014.
Serie
Masteruppsats ; 2013.11.10
Emneord [en]
digital fashion branding magazines, online consumers, shopping motives
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-17535Lokal ID: 2320/13382OAI: oai:DiVA.org:hb-17535DiVA, id: diva2:1309444
Merknad
Program: Master Programme in Fashion ManagementTilgjengelig fra: 2019-04-30 Laget: 2019-04-30

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