Influencing Shopping
Behaviour with Social Media
Circular Economy has gained much attention in the recent years. Nevertheless, the
implementation of the concept is still an issue partly due to lack of consumer awareness
and interest. The solution would be simple, using marketing tools such as social media
to spread awareness. However, resources are limited, and consumer behaviour can be
influenced by various factors, which makes it hard to reach all consumers.
To further understand the problem, the research focuses on identifying the social media
that are mainly used by students to inform themselves about fashion, and their fashion
and circular shopping behaviour. Based on these results, recommendations for circular
fashion organisations can be created. The culture, which is one of the influencing
factors when it comes to consumer behaviour will also be considered. By conducting a
survey, the necessary data about social media usage, fashion and circular shopping
behaviour and the demographics can be derived from the BIS FHNW students. The data
is then analysed quantitatively to meet the research objectives. The most used social
media is identified, the fashion shopping behaviour and the circular behaviour regarding
clothes. The difference in culture on the responses is also derived. It was found out that
the most influential tool YouTube can influence the FHNW BIS students through
various means such as posting content, ads and implementing the deciding factors such
as good quality clothes or easy access into the content creation. In addition, trust in the
brand should be fostered by creating a transparent supply chain for instance through
blockchain.
In conclusion, there are various means to create awareness, share opinions and
knowledge through YouTube. It is important to make the right investments and conduct
further research into the consumer group to measure the influence each investment has
on their behaviour.
Tamba, Sira, 2021
Art der Arbeit Master Thesis
Auftraggebende
Betreuende Dozierende von Kutzschenbach, Michael
Keywords
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Studiengang: Business Information Systems (Master)
Vertraulichkeit: öffentlich