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Consumer Behavior on Social Media.: A study about consumer behavior towards fashion brands on social media
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to describe and analyse consumer behaviour in social media toward fashion brands. Specifically, it is analysed consumers’ motivations to follow fashion brands on social media, activities developed on social platforms concerning to fashion brands and level of engagement regarding fashion brands on social media.

Place, publisher, year, edition, pages
2015.
Keywords [en]
Social media, social network, brand community, engagement, fashionists
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-634OAI: oai:DiVA.org:hb-634DiVA, id: diva2:846964
Subject / course
Fashion management
Uppsok
Social and Behavioural Science, Law
Available from: 2015-08-26 Created: 2015-08-18 Last updated: 2015-08-26Bibliographically approved

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fulltext(4311 kB)1974 downloads
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File name FULLTEXT01.pdfFile size 4311 kBChecksum SHA-512
8e59e491f8a814ddab8c20993f89af470090da0e745b290bc5c44dc68f0440108651105396491e583d49f0629b68171726b5bbf9407b23c2dad55a9c7630fc4a
Type fulltextMimetype application/pdf

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Faculty of Textiles, Engineering and Business
Economics and Business

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CiteExportLink to record
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Citation style
  • apa
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  • ieee
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Output format
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