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This MBA dissertation by Snehal Dineshbhai Parmar investigates the influence of social media, particularly micro-influencers, on the purchasing behavior of Gen-Z consumers in the fashion industry, focusing on Zara in the UK. The research aims to understand how social media affects consumer decisions and to recommend strategies for Zara to enhance its influencer marketing. The study highlights the significance of adapting marketing tactics to engage Gen-Z effectively, given their unique consumption habits sh

Author

vaishnavisingh327

Language

EN