The Effect of Social Media on Fashion Business

By



ACKNOWLEDGEMENT

I am very grateful to God who has given me the grace to start this course and end it successfully. I would like to thank my family, who worked really hard and stood by me all the way. God bless my family who gave me full support and encouraged me. I would like to thank my supervisor, for her patience and support. Finally to my friends and all who have made the completion of this project a success, thank you and God bless you.

DECLARATION

I declare that the work in this dissertation was carried out by me. The project is my own original work and has not been submitted elsewhere in fulfillment of the requirements of this or any other award.

SIGNED: ............................................................. DATE: ..........................

ABSTRACT

The major purpose of this dissertation was to examine the effect of social media on Fashion Industry. There was also a need to assess the usefulness of Information Technology and Business Model for a fashion industry. It was important to see the relationship between four variables that included Social Media, Fashion Industry, Information Technology and Business Model. There were 50 students who were selected as a sample size for the study. The survey was conducted by distributing the open ended questionnaires to 30 respondents. The interviews were also conducted by asking several questions from other remaining 20. The responses generated with the help of questionnaires and indicated that the effect of social media on Fashion Industry is quite high. The null hypothesis of the study was proved in the study. Therefore, these were the major issues related to research study that was discussed in detail.

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 1: INTRODUCTION1

1.1 Overview of the topic1

1.2 Statement of the Problem3

1.3 Research Questions3

1.4 Significance of the Study4

CHAPTER 2: LITERATURE REVIEW5

2.1 Background of the Social Media5

2.2 Issues associated with Social Media5

2.3 The importance of Social Networking Sites for different industries9

2.4 The importance of bloggers in social networking websites12

2.5 Social Media and networked sociality15

2.6 Surveillance in Social Media17

2.7 Overview of Fashion Industry20

2.8 Relationship between Social Media and Fashion Industry23

2.9 The application of Integrated Marketing Communication tool27

2.10 The importance of IT in Business29

2.11 Four major perspectives of IT business value32

2.12 Role of Information System in B2B Context33

2.13 Generic Mechanisms of IS Success in B2B Exchange35

2.14 Industry Specific Mechanisms of IS Success in B2B Exchange36

2.15 Alignment perspective of IT business value37

2.16 Process-oriented perspective of IT business value38

2.17 The relationship between theories of IT and Firm Performance41

2.18 The role of Word of Mouth Communication in Facebook42

2.19 The usage of Facebook in Social Media44

2.20 The role of opinion leaders in Social Marketing45

CHAPTER 3: METHODOLOGY47

3.1 Overview of Research Methodology47

3.2 Qualitative Analysis48

3.3 Quantitative Analysis48

3.4 Theoretical model49

3.5 Sample Size for the study49

3.6 Research Instrument50

3.7 Hypothesis for the Study50

3.8 Limitations of the Study50

3.9 Validity and Reliability51

3.10 Ethical Concerns for the Research52

CHAPTER 4: DISCUSSION AND ANALYSIS53

4.1 Overview of the Analysis of Data53

4.2 Results generated from the responses from Interview53

4.3 Results generated from the responses from ...