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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
Keyword [en]
Social media, social network, brand community, engagement, fashionists
National Category
Economics and Business
URN: urn:nbn:se:hb:diva-634OAI: diva2:846964
Subject / course
Fashion management
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)505 downloads
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Type fulltextMimetype application/pdf

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Faculty of Textiles, Engineering and Business
Economics and Business

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