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

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Faculty of Textiles, Engineering and Business
Textile, Rubber and Polymeric Materials

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