Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/88052
Title: The effects of social media on the consumer decision-making process in the fashion industry
Authors: Apap, Simon (2021)
Keywords: Clothing trade -- Malta
Social media -- Malta
Consumer behavior -- Malta
Purchasing -- Malta -- Decision making
Issue Date: 2021
Citation: Apap, S. (2021). The effects of social media on the consumer decision-making process in the fashion industry (Bachelor's dissertation).
Abstract: This research discovers and delves into the effects of social media in the decision-making process when it comes to the fashion industry. For this purpose, the researcher interviewed customers, to learn about their different opinions and perspectives about this topic. The recent advancements to social media help users communicate with each other from around the world, whilst allowing businesses to promote their products and form a two-way relationship with their customers. Social media enhances the use of Word-of-Mouth advertising, simplifying the process for customers to express their opinions and experiences with brands or specific products. This dissertation fulfils the 5 research objectives set out for the purpose of discovering the effects of social media. The data collection method chosen for this study is that of semi-structured interviews, whereby the researcher used convenience sampling to select and interview 16 participants. The findings varied based on the different levels of engagement users have with social media pages and online stores. It was found that those who are more accustomed to social media are more likely to be influenced by information found on these platforms, be it from brand pages, social media influencers or word-of mouth. A key finding is in relation to the element of trust, whereby trusted sources present the strongest influences on the buying decision process.
Description: B. Comms. (Hons)(Melit.)
URI: https://www.um.edu.mt/library/oar/handle/123456789/88052
Appears in Collections:Dissertations - FacMKS - 2021
Dissertations - FacMKSMC - 2021

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