Behaviours of young consumers in a virtual environment on the example of the fashion industry
Magda Stachowiak-Krzyżan , Magdalena Ankiel
AbstractThe 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.
|Journal series||Annales 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)|
|Publication size in sheets||0.5|
|Keywords in Polish||zachowania konsumentów, młodzi konsumenci, pokolenie Z, rynek odzieżowy|
|Keywords in English||consumer behaviour, young consumers, Generation Z, fashion industry|
|Score||= 20.0, 03-04-2020, ArticleFromJournal|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.