An Investigation into The Effects of Social Media On Consumer Purchase Intention in The UK Fast Fashion Sector: The Case Study of H&M (2022)

Social Media and Consumer Purchase Dissertation – Social media and consumer behaviour correlate to meet the expectations and needs of customers. In the present scenario, social media platforms play a vital role in attracting and reaching the potential target market across different locations. Moreover, different fashion brands have great benefits and opportunities to increase the reaching rate and production rate of business by influencing consumer buying behaviour.

This dissertation study aimed to analyze the impact of social media on consumer buying intentions in the UK’s fast fashion sector in the context of the H&M brand. This research project is based on primary and secondary research methods which assisted in gathering wider data and information through surveys and secondary sources.

Moreover, the survey was conducted among random 40 people to understand their perceptions of social media and how they are attracted to the fashion brand. Along with that, the secondary research method was based on a systematic literature review in which different academic research papers and journal articles were collected which supported in the development of the theoretical knowledge about the research topic.

Furthermore, the qualitative and quantitate research strategy assisted in the showcase the numerical and theoretical knowledge about social media usage and its influence on buying intention. The overall social media factors identified as a positive impact on buying behaviour however fashion sector facing issues due to crises and the Covid-19 pandemic which restricted the supply chain and affect their reaching rate. In addition, there were discussed some recommendations that can support overcoming the challenges and risks to grow the business in the right direction.

Dissertation aim

This study aims to analyse the effects of social media on customer purchase intention in the UK fast fashion sector: the case study of H&M.

Dissertation objectives

• To analyze the concepts of social media and consumer purchase intention
• To analyze the relationship between social media and consumer purchase intention
• To determine factors that impact the purchase intention of consumers in H&M
• To evaluate the effects of social media that impact consumer purchase intention in H&M

• 14,000 words – 50 pages in length
• Excellent use of literature
• Good analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1 – Introduction
Background
Dissertation Rationale
Research problem
Aim
Objectives
Questions
Research Significance
Research structure

2 – Literature Review
Social media and consumer purchase intention in the fashion industry across
Social media factors that have an impact on the purchase intention of H&M’s consumers
Factors that affect the social adaptation process among customers
Factors that have an impact on consumer intention in the context of H&M
Impact of Covid-19 pandemic
Impact of Covid-19 on the social media and consumer purchase intention in the context of H&M
Strategies of H&M during and post the Covid-19 pandemic to attract customers
Current trends of social media which have an impact on the customer intention in content to H&M
Effects of social media that have an impact on consumer purchase intention in H&M

3 – Research Methodology
Research philosophy
Research Approaches
Research Strategies
Methodological choices
Time horizons
Techniques and procedures
Ethics
Reliability and Validity

4 – Analysis and Discussion
Analysis
Discussion
Social media and consumer intention across the fashion industry
Factors of social media that have an impact on consumer intention in context to H&M
Impact of Covid-19 and strategies to overcome in context to H&M
Key trends of social media and its impact on the intention of customers of H&M
Effects of social media channels on H&M’s customer buying intention

5 – Conclusion, Recommendation and Limitation of the Study
Conclusion
Recommendation
Limitation of the study

6 – Personal Reflection

References

Appendix
Questionnaire