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Influence of social media influencers on consumer attitudes, awareness, and purchase intentions related to sustainable fashion

  • The aim of this thesis is to answer the question of how consumers can be influenced by influencers to purchase sustainable fashion. To this end, the following research question was posed: How do social media influencers influence consumers' attitudes, awareness, and purchase intentions toward sustainable fashion? In order to answer the research question, the main terms of the work were defined and explained. Through the use of multiple examples, sustainable influencers with different reach were analyzed. The results of this work showed that followers can be influenced to buy sustainable fashion by influencers on Instagram. Companies see influencer marketing as a high opportunity to achieve their business goals such as brand awareness and increasing sales. Based on this, it is recommendable to use influencers as a corporate strategy to raise awareness of sustainable fashion brands. In this way, sustainable companies can reach different target groups.

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Metadaten
Author:Dieu Linh Pham
Advisor:Frank Kramer
Document Type:Bachelor Thesis
Language:English
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Date of final exam:2022/08/31
Release Date:2022/11/10
Tag:Buying behavior; Influencer marketing; Sustainability; Sustainable fashion; Target group
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt