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Consumer Engagement on Social Media: A Cross-Market Study About Consumer Behaviour Related To Sportswear Industry Online.
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

This research aims to describe and analysis consumer behaviour and engagement on Social Media regarding the three following categories: sportswear products, sportswear brands, and lifestyle related to sports, in three different markets: Brazil, China and Sweden. This research has conducted a quantitative approach through an online survey with 363 valid responses. This research contributes to previous studies of consumer engagement on Social Media, with a highlight of how the engagement is performed differently regarding products, brands and lifestyle and how it varies among markets. It also helps the sportswear industry to develop marketing strategies on Social Media according to consumer engagement patterns in different markets.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2014.
Series
Masteruppsats ; 2014.15.3
Keywords [en]
Consumer engagement, Social Media, sportswear, brand, lifestyle, WOM
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-18007Local ID: 2320/14071OAI: oai:DiVA.org:hb-18007DiVA, id: diva2:1309920
Note
Program: Textile Management, Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf