Business Commons^™

The Effects Of Social Media On Fashion Consumption, Sydney Mccarthy

Honors Theses

The fashion industry, like most business in general, has been heavily impacted in recent years by the introduction of online social media. Social media has changed the way in which people not only communicate, but also how firms advertise and reach their consumer. The purpose of this research was to explore the ways social media impacts fashion consumption, specifically among the female, college-age demographic. Secondary research was used in the initial stages of the process to gather information prior to conducting primary research. Both qualitative and quantitative research was then conducted. The primary method for collecting qualitative data was personal …