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What is Influence of Social Networks on Fashion Shopping about?

This thesis examines the influence of online social networks on fashion shopping decisions. Surveys of 212 fashion consumers were conducted to understand how they search for, share, and are influenced by product information on social networks. Interviews with 3 fashion company executives provided insight into how firms interact with customers through social networks. Results showed that availability of fashion information on social networks triggers sharing between users and that shared information highly i

Author

Alberto Redondo

Language

EN