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…
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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
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