Vilken är TikToks roll i ökad konsumtion av fast fashion?
(2022) FEKH29 20221Department of Business Administration
- Abstract (Swedish)
- The purpose of this study is to investigate which role TikTok plays in the increased consumption of fast fashion. The study also aims to investigate TikTok’s role in the creation of new fashion trends. TikTok is one of the leading social media platforms for today’s young adults. Social media has in recent years had a big impact on consumer behaviour and the fashion industry, largely due to widespread prevalence of fashion and trends on social media. Theories about trends, social media and consumer behaviour were used as a basis for four hypotheses. The study used a quantitative research method and a deductive research approach. In order to gather data, a web-based survey was made. The data has been analysed through univariate and bivariate... (More)
- The purpose of this study is to investigate which role TikTok plays in the increased consumption of fast fashion. The study also aims to investigate TikTok’s role in the creation of new fashion trends. TikTok is one of the leading social media platforms for today’s young adults. Social media has in recent years had a big impact on consumer behaviour and the fashion industry, largely due to widespread prevalence of fashion and trends on social media. Theories about trends, social media and consumer behaviour were used as a basis for four hypotheses. The study used a quantitative research method and a deductive research approach. In order to gather data, a web-based survey was made. The data has been analysed through univariate and bivariate analysis. The statistical analyses that were used to measure the relationship between the variables were Chi-Square and cross tabulations. The results show that TikTok, in combination with other social media, influences consumers to buy more fast fashion. It was however concluded that TikTok alone does not contribute to an increased consumption of fast fashion. Furthermore, the results show that TikTok is the app consumers mainly use to follow fashion trends. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9096120
- author
- Ohlsson, Ida LU and Delgadillo Ryberg, Rosa LU
- supervisor
- organization
- alternative title
- En kvantitativ studie om konsumenters köp av fast fashion kopplat till användandet av applikationen TikTok
- course
- FEKH29 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- TikTok, social media, trends: eWOM, influencer, the buying process, fast fashion
- language
- Swedish
- id
- 9096120
- date added to LUP
- 2022-08-01 13:05:10
- date last changed
- 2022-08-01 13:05:10
@misc{9096120, abstract = {{The purpose of this study is to investigate which role TikTok plays in the increased consumption of fast fashion. The study also aims to investigate TikTok’s role in the creation of new fashion trends. TikTok is one of the leading social media platforms for today’s young adults. Social media has in recent years had a big impact on consumer behaviour and the fashion industry, largely due to widespread prevalence of fashion and trends on social media. Theories about trends, social media and consumer behaviour were used as a basis for four hypotheses. The study used a quantitative research method and a deductive research approach. In order to gather data, a web-based survey was made. The data has been analysed through univariate and bivariate analysis. The statistical analyses that were used to measure the relationship between the variables were Chi-Square and cross tabulations. The results show that TikTok, in combination with other social media, influences consumers to buy more fast fashion. It was however concluded that TikTok alone does not contribute to an increased consumption of fast fashion. Furthermore, the results show that TikTok is the app consumers mainly use to follow fashion trends.}}, author = {{Ohlsson, Ida and Delgadillo Ryberg, Rosa}}, language = {{swe}}, note = {{Student Paper}}, title = {{Vilken är TikToks roll i ökad konsumtion av fast fashion?}}, year = {{2022}}, }