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An investigation into issues surrounding consumer online purchasing influenced by Facebook and Twitter
Pages 60 (15060 words)
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…
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. ...
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