Behaviours of young consumers in a virtual environment on the example of the fashion industry

Magda Stachowiak-Krzyżan , Magdalena Ankiel

Abstract

The main goal of the article is to identify the role of social media used by fashion brands at every stage of the consumer buying decision process. The authors investigated the impact of social media on changing customer behaviour. The existing literature currently lacks a comprehensive conceptual framework to explain how social media could change consumer behaviour. Only a few studies have been conducted so far, but they have focused on the older generation, not on the youngest consumer. Nowadays, the young consumer constitutes an important but, at the same time, separate part of the market. The authors highlight the most important distinctive features of teenagers representing the so-called Generation Z.
Author Magda Stachowiak-Krzyżan (WT / KMP)
Magda Stachowiak-Krzyżan,,
- Department of Product Marketing
, Magdalena Ankiel (WT / KMP)
Magdalena Ankiel,,
- Department of Product Marketing
Journal seriesAnnales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia, [Annales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia], ISSN 0459-9586, e-ISSN 2449-8513, (N/A 20 pkt)
Issue year2019
Vol53
No1
Pages89-97
Publication size in sheets0.5
Keywords in Polishzachowania konsumentów, młodzi konsumenci, pokolenie Z, rynek odzieżowy
Keywords in Englishconsumer behaviour, young consumers, Generation Z, fashion industry
DOIDOI:10.17951/h.2019.53.1.89-97
URL https://journals.umcs.pl/h/article/view/8696/6851
Languageen angielski
Score (nominal)20
Score sourcejournalList
ScoreMinisterial score = 20.0, 03-04-2020, ArticleFromJournal
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