e-handelns effekt på den svenska modehandeln : En studie om hur kunder och klädföretag i Sverige påverkas av digitaliseringen av modebranschen
(2020) DIKK60 20201Division of ALM and Digital Cultures
- Abstract
- The aim of this bachelor thesis is to provide the reader with knowledge of how the Swedish fashion industry, marketing strategies and consumption practices are affected by digitalization. This thesis is based on a netnographic method: a quantitative study. The digital survey aims to collect answers from the perspective of ones that have been or are shopping clothes on the internet. This thesis questions how the consumer behaviour has and are changing due to the digitalization of the Swedish fashion business. Furthermore, how consumers and companies in the Swedish fashion industry copes with the digitalization. Also, what kind of marketing strategies that are the most effective in the digital business world.
The thesis begins with a brief... (More) - The aim of this bachelor thesis is to provide the reader with knowledge of how the Swedish fashion industry, marketing strategies and consumption practices are affected by digitalization. This thesis is based on a netnographic method: a quantitative study. The digital survey aims to collect answers from the perspective of ones that have been or are shopping clothes on the internet. This thesis questions how the consumer behaviour has and are changing due to the digitalization of the Swedish fashion business. Furthermore, how consumers and companies in the Swedish fashion industry copes with the digitalization. Also, what kind of marketing strategies that are the most effective in the digital business world.
The thesis begins with a brief background and problem introduction about the subject. Followed by previously performed research regarding the subject. Furthermore, theoretical perspectives are presented which include consumer behaviour online and Word-of-Mouth, Online-to-Offline (O2O), information society and participatory culture. This to be able to accomplish the aim of this thesis. After the presentation of theoretical perspectives there will be a presentation of the empirical results. In order to provide the reader with necessary background information about the fashion industry there will be presented a brief historical overview in the beginning of the analyse. The study discovers connections between the theoretical perspectives and the evolution of consumer behaviour due to the digitalization of the Swedish fashion industry. Many companies are aware of how consumers are acting online and offline and they use this information to improve the costumer experiences while shopping online and offline. The study’s conclusion shows that the Swedish fashion industry has been affected by digitalization. Both trough digital tools such as social media that creates effective ways to connect with consumers. Nevertheless, it is clear to see that the physical experience is still important, both for consumers and companies in the industry. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9025455
- author
- Björklund, Elsa LU
- supervisor
- organization
- course
- DIKK60 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- fashion industry, consumption behaviour, marketing strategies, Digitalization, Word-of-Mouth, information society, participatory culture, Online-to-Offline marketing, social media, influencer marketing.
- language
- Swedish
- additional info
Department affilation moved from v1000075 (Division of Digital Cultures) to v1000073 (Division of ALM and Digital Cultures) on 2022-05-10 14:50:04.- id
- 9025455
- date added to LUP
- 2020-08-18 08:28:53
- date last changed
- 2022-05-10 14:50:04
@misc{9025455,
abstract = {{The aim of this bachelor thesis is to provide the reader with knowledge of how the Swedish fashion industry, marketing strategies and consumption practices are affected by digitalization. This thesis is based on a netnographic method: a quantitative study. The digital survey aims to collect answers from the perspective of ones that have been or are shopping clothes on the internet. This thesis questions how the consumer behaviour has and are changing due to the digitalization of the Swedish fashion business. Furthermore, how consumers and companies in the Swedish fashion industry copes with the digitalization. Also, what kind of marketing strategies that are the most effective in the digital business world.
The thesis begins with a brief background and problem introduction about the subject. Followed by previously performed research regarding the subject. Furthermore, theoretical perspectives are presented which include consumer behaviour online and Word-of-Mouth, Online-to-Offline (O2O), information society and participatory culture. This to be able to accomplish the aim of this thesis. After the presentation of theoretical perspectives there will be a presentation of the empirical results. In order to provide the reader with necessary background information about the fashion industry there will be presented a brief historical overview in the beginning of the analyse. The study discovers connections between the theoretical perspectives and the evolution of consumer behaviour due to the digitalization of the Swedish fashion industry. Many companies are aware of how consumers are acting online and offline and they use this information to improve the costumer experiences while shopping online and offline. The study’s conclusion shows that the Swedish fashion industry has been affected by digitalization. Both trough digital tools such as social media that creates effective ways to connect with consumers. Nevertheless, it is clear to see that the physical experience is still important, both for consumers and companies in the industry.}},
author = {{Björklund, Elsa}},
language = {{swe}},
note = {{Student Paper}},
title = {{e-handelns effekt på den svenska modehandeln : En studie om hur kunder och klädföretag i Sverige påverkas av digitaliseringen av modebranschen}},
year = {{2020}},
}