A primary research method was used and a survey instrument with 30 questions based on the Likert scale was used. This was administered to a research sample of 200 and the responses analysed using SPSS. Findings from the research indicate that fashion firms use a number of methods and tools for promotion. These include Facebook posts, online reviews, and posts about latest events, trends, celebrity wear, online galleries, discounts and promotion codes. In addition they use eWord of Mouth advertising, buzz marketing and viral marketing. Facebook has also introduced Facebook stores that are micro sites for small and medium enterprises and introduced the Facebook Commerce, which is similar to e-Commerce but based on the Facebook marketplace. Facebook users place a high level of reliance and trust on the online reviews and posts and base their purchase decisions on these reviews. The research concludes by indicating that Facebook has emerged as the new marketplace for fashion products since it brings together customers, sellers and hosts promotions and reviews that attract customers. Table of Contents 1. Introduction 13 1. Introduction 13 1.2. Literature review 15 1.2.1. Internet users 15 1.2.3 Online word of mouth 15 1.2.4. Social media 17 1.2.5. Social media marketing 17 1.2.6. Consumer’s purchase decision behaviour 19 1.3. Research Aims and Objectives 21 1.4. Time schedule 21 1.5 Resources 23 2. Literature Review 23 2. Literature Review 23 2.1. Decision making with Facebook 25 2.1.1. Items purchased with social media 29 2.1. 2. Facebook for selling and buying 29 2.1.3. Emergence of Facebook Store 35 2.1.4. Emergence of Facebook F-Commerce 37 2.2. Word of mouth and e-Word of mouth 39 Figure 2.1. Model for branding in eWoM (Jansen, et al, 2009) 39 2.3. Communication through social media 41 2.3.1. Buzz Marketing 43 2.3.2. Viral Marketing 45 2.4. Summary of the literature review 47 3. Methodology 49 3. Methodology 49 3.1 Introduction 49 3.2 Research Objectives 51 3.3 Research Philosophy 53 3.3.1 Deductive Approach 53 3.4 Research Design 55 3.4.1 Primary and Secondary Data 55 3.4.2 Quantitative Method 59 3.5 Sampling 61 3.6 Survey 63 3.6.1 Survey Design 63 3.6.2 Survey Limitations 65 3.7 Research Limitations 67 3.8. Summary 67 4. Findings and Analysis 69 4. Findings and Analysis 69 4.1. Analysis of various groups in the survey 69 Q1. I use Facebook to look at fashion items that inspire my own wardrobe. 71 Q2. I enjoy using Facebook because it gives me access to fashion ideas I would not otherwise have. 71 Q3. I use Facebook to look at celebrity styles and fashion items 73 Q4. The fashion item posts I see on Facebook inspire me to buy the same things. 75 Q5. I am compelled to buy fashion items to fit in with my friends who post their items on Facebook. 77 Q6. I use Facebook for fashion inspiration because it is free and I have constant access to it unlike fashion magazines. 77 Q7. I buy fashion items spontaneously 79 Q8. I am easily influenced to purchase items because of fashion posts 81 Q9. I follow fashion on Facebook because it is updated much quicker than any other modes of media. 81 Q10. Once I purchase a new fashion item I post the details on Facebook 83 Q11. I actively search for fashion advice posted by people and pages on Facebook 85 Q12. I mostly use Facebook to be able to see what everyone else is wearing 87 Q13. I trust in the recommendations on products through Facebook 87 Q14. I take advice from Facebook and research online before a purchasing decision. 89 Q15. I am likely to be influenced to buy a particular brand if it is
The dissertation has examined if Facebook has become the new marketplace for fashion products. Emergence of social media sites such as Facebook has gained widespread popularity and it has millions of members…
The dissertation answers such questions: what context is food directly linked to obesity, what extent do the restaurants serve healthy food and provide nutritional information, what is the motivation to eat out, what extent do the consumers make their food choice based on the nutrition information provided by the fast food outlet.
The discussion seeks to answer the questions: How do Twitter users interact with Twitter advertising and how would they interact with other revenue strategies? How effective is the advertising strategy of Twitter at gaining revenue from users and providing value to advertisers? How does Twitter’s revenue strategy compare to the other potential social network revenue models that are available to it?
Monroe, Sinclair, and Wachinger (2009) have discovered that retail has been affected quite severely in the European countries because of the economic crisis. As a result, many retailers have had to struggle in order to survive these financially unviable conditions.
Investigating the Difference in Twitter use in UK and USA for Reporting Unexpected Incidents Modern day technological advancements have allowed people several new and innovative means to communicate and interact with each other through computer, cell phones and internet etc.These interactions have taken different forms from time to time.
Contrary to this, approximately 23% of the managers make use of online travel booking systems as an opportunity to embrace novelty, more agent options and mobility (Janda, Trocchia, & Gwinner, 2002). The strengths associated with traditional travel agency as opposed to online ravel booking can also be regarded as being complete travel packages, offer available information, personalized information, have certainty when it comes when it comes to preservation, provides guarantee in relation to the personal security of the consumers and ensure compensation for consumers in the event of any damages while accessing the travel services.
College students’ dietary intake does not meet the daily nutrition needs. They eat out 3-4 times a week and convenience, taste and cost seem to be the priority with college students in their meal choices. With the aim to evaluate the extent to which consumers make healthy choice decisions when eating out, four research questions were set in Chapter I.
Quantitative and qualitative research approaches were used for primary data gathering. Based on the outcomes of the research, university students had strong utilitarian and hedonic orientations towards online shopping. Moreover, it was found that they agreed with the benefits of online shopping which include convenience, wide selection, fun, and effectiveness of the homepage.
Zou,D. Jin, L. (2010),"Exploiting the goldmine: a lifestyle analysis of affluent Chinese consumers", Journal of Consumer Marketing, Vol. 27 Iss: 7 pp. 615 – 628. Journal Article 26 Jap, W. 2010. Confucius Face Culture on Chinese Consumer Consumption Values toward Global Brands.
This research is based on secondary data gathered which has been collected from different sources such as journals and reputed search engines. The study finds that while Apple has so far refrained from direct engagement with social media, its customers have provided the company sufficient publicity through viral videos, podcasts and information. In fact social media has created a buzz around Apple markets, thereby reinforcing the brand.
14 pages (3500 words)Dissertation
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