Viral Marketing Dynamics in the Fashion and Beauty Industry: A Quantitative Analysis Using the Theory of Planned Behavior
(2025) BUSN39 20251Department of Business Administration
- Abstract
- In an increasingly digital and hyperconnected world, traditional advertising strategies are losing traction as consumers rely on social media for inspiration, information search and purchase decisions. This thesis investigates the influence that social media-based viral marketing, conceptualized as the strategic and synergic union of user-generated content, influencer marketing and brand-generated content, has on consumer’s purchase intention within the fashion and beauty industry. Grounded in the Theory of Planned Behavior (TPB) by Ajzen (1991), the study examines the extent to which attitude toward behavior, subjective norm and perceived behavioral control, influence and predict consumer’s purchase intention for fashion and beauty... (More)
- In an increasingly digital and hyperconnected world, traditional advertising strategies are losing traction as consumers rely on social media for inspiration, information search and purchase decisions. This thesis investigates the influence that social media-based viral marketing, conceptualized as the strategic and synergic union of user-generated content, influencer marketing and brand-generated content, has on consumer’s purchase intention within the fashion and beauty industry. Grounded in the Theory of Planned Behavior (TPB) by Ajzen (1991), the study examines the extent to which attitude toward behavior, subjective norm and perceived behavioral control, influence and predict consumer’s purchase intention for fashion and beauty products that are viral on social media.
A quantitative research method was employed, involving the collection of primary data through a Likert-scale survey distributed to active social media users. The data acquired from the sample, composed of 170 respondents, were analysed using both descriptive and inferential analyses. Specifically, a correlation and linear regression analysis were employed to assess the relationships among the TPB constructs and test the hypothesis previously developed.
Findings indicate and confirm the significant impact that attitude toward behavior and subjective norm have on purchase intention, while perceived behavioral control does not show a direct and significant effect in this particular context. These results highlight that personal attitude and social influences play a stronger role in driving consumer intention for viral fashion and beauty products and the importance of leveraging these constructs to enhance the effectiveness of viral marketing strategies.
The present research contributes to existing literature by contextualizing the Theory of Planned Behavior within social media-based viral marketing and questions the relevance of perceived behavioral control in this specific setting. Additionally, it offers precious practical insights for marketers aiming to optimize their marketing strategy and suggests future research paths. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9207008
- author
- Peinado Pelliciari, Giullya Ana LU and Andriollo, Dafne LU
- supervisor
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9207008
- date added to LUP
- 2025-06-30 15:41:18
- date last changed
- 2025-06-30 15:41:18
@misc{9207008,
abstract = {{In an increasingly digital and hyperconnected world, traditional advertising strategies are losing traction as consumers rely on social media for inspiration, information search and purchase decisions. This thesis investigates the influence that social media-based viral marketing, conceptualized as the strategic and synergic union of user-generated content, influencer marketing and brand-generated content, has on consumer’s purchase intention within the fashion and beauty industry. Grounded in the Theory of Planned Behavior (TPB) by Ajzen (1991), the study examines the extent to which attitude toward behavior, subjective norm and perceived behavioral control, influence and predict consumer’s purchase intention for fashion and beauty products that are viral on social media.
A quantitative research method was employed, involving the collection of primary data through a Likert-scale survey distributed to active social media users. The data acquired from the sample, composed of 170 respondents, were analysed using both descriptive and inferential analyses. Specifically, a correlation and linear regression analysis were employed to assess the relationships among the TPB constructs and test the hypothesis previously developed.
Findings indicate and confirm the significant impact that attitude toward behavior and subjective norm have on purchase intention, while perceived behavioral control does not show a direct and significant effect in this particular context. These results highlight that personal attitude and social influences play a stronger role in driving consumer intention for viral fashion and beauty products and the importance of leveraging these constructs to enhance the effectiveness of viral marketing strategies.
The present research contributes to existing literature by contextualizing the Theory of Planned Behavior within social media-based viral marketing and questions the relevance of perceived behavioral control in this specific setting. Additionally, it offers precious practical insights for marketers aiming to optimize their marketing strategy and suggests future research paths.}},
author = {{Peinado Pelliciari, Giullya Ana and Andriollo, Dafne}},
language = {{eng}},
note = {{Student Paper}},
title = {{Viral Marketing Dynamics in the Fashion and Beauty Industry: A Quantitative Analysis Using the Theory of Planned Behavior}},
year = {{2025}},
}