Dynamics Between Fast Fashion Social Media Marketing and Hungarian Consumer Behavior

Forgó Réka (2025) Dynamics Between Fast Fashion Social Media Marketing and Hungarian Consumer Behavior. Külkereskedelmi Kar.

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Absztrakt (kivonat)

This thesis examines the relationship between fast fashion marketing on social media platforms and Hungarian consumer behavior. The study focuses on how platforms like TikTok and Instagram, combined with psychological tactics such as FOMO, scarcity marketing, and influencer endorsements, influence consumer engagement and purchasing decisions. Using a mixed-methods approach, primary research included a survey of 100 participants and a group interview, providing both quantitative and qualitative insights. Key findings suggest that Instagram and TikTok are dominant platforms for fashion engagement, while influencer trust moderately impacts purchase behavior. Additionally, factors like promotional discounts and social proof labels affect consumer decisions to a varying degree. The research highlights the fast-changing dynamics of fashion marketing in the digital age and offers insights into consumer self-expression and identity through fast fashion. Limitations include sample size and demographic focus, suggesting further studies with a broader population for deeper understanding.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Külkereskedelmi Kar

Tanszék

Marketing Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Nemzetközi gazdálkodás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Consumer behavior, Digital marketing, fast fashion, marketing, Social media
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Okt. 27. 14:28
Utolsó módosítás:	2025. Okt. 27. 14:28

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