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FASHION BRANDS ON SOCIAL MEDIA: Why consumers engage with companies via social media
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The online consumer engagement is becoming very significant for companies striving to build their relationship with their consumers. Social media gives an opportunity not only to reach consumers in a passive way, but to engage them in active communication and to upload content that is consequently updated and drawing followers´ attention. Successful online consumer engagement can improve consumers’ loyalty and trust in the brand. Therefore, it is important for a company to be aware of actions that can encourage consumer engagement on social media. The goal of this study is to help marketers achieve higher consumer engagement that will consequently lead to more loyal customers.

Place, publisher, year, edition, pages
2015. , p. 70
Keywords [en]
social media, fashion industry, consumer behaviour, consumer engagement, purchase intention
National Category
Textile, Rubber and Polymeric Materials
Identifiers
URN: urn:nbn:se:hb:diva-162OAI: oai:DiVA.org:hb-162DiVA, id: diva2:815893
Subject / course
Fashion management
Available from: 2015-06-18 Created: 2015-06-02 Last updated: 2015-06-18Bibliographically approved

Open Access in DiVA

fulltext(1943 kB)3404 downloads
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File name FULLTEXT01.pdfFile size 1943 kBChecksum SHA-512
57539e609e8e0cf1e9e364bf11c708bb23ad99af5ee9ecebe96e09a044c8e1e29d8d2a8ecbd5df7311fc97494c1a25dd2c030816597204e515ae976f9ba7e0f3
Type fulltextMimetype application/pdf

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Textile, Rubber and Polymeric Materials

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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More styles
Language
  • de-DE
  • en-GB
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  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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