Investigating social media influence during Covid19 on the spending habits of fashion products by young generations (18-30)

Borbély Alíz (2021) Investigating social media influence during Covid19 on the spending habits of fashion products by young generations (18-30). Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

As the world faces this pandemic, there are thousands of businesses that are financially burdened and needed a change in order to maintain themselves and their income. This study aims to determine how did the fashion industry survive. Specifically, it investigates how did they used the social media platforms for this. What did they use to maintain their customer base and to encourage them to make orders? An online survey was distributed to the potential generation across Hungary. The results showed that, as people were at home, more than the half of the respondents felt sadness and loneliness. To compensate that, they used social media and ordered more than in usual life. This actively demonstrates that, social media has influenced them, and fashion businesses used them right and reached their goals.To sum up everything that has been stated so far, these results suggest that, potential generations are most likely to be influenced by social media platforms during these hard times.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	coronavirus, crisis communication, fashion, online advertising, online marketing, online shopping
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 22. 08:14
Utolsó módosítás:	2022. Már. 22. 08:14

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