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How social media apps influence consumer fashion product buying decision and its effect on retailer growth: a case study of Sainsbury

Chapter 1: Introduction

1.1  Overview

The research is related to how social media applications influence consumer fashion product buying behavior and its effect on retail growth. The research is based on Sainsbury. How social media apps influence consumer fashion product buying decision The current chapter is related to the discussion about the introductory aspects of the dissertation and including different aspects such as background of the research along with the analysis about the aims and objectives of the research and the research questions. The major objective of this chapter is to clearly evaluate and assess the introductory aspects of the current research study.

Apart from that, the research also includes the development of the effective theoretical base in the form of literature review along with the discussion about the methodology that has been adopted in the study. How social media apps influence consumer fashion product buying decision Following from that, the next phase is related to data analysis based on the data collected from the respondents of the study. The concluding chapter is for conclusion and recommendations provided to the relevant concerns on the issue taken up for discussion in the study.

1.2 Research Background

In the view of Dittmar (2011) world has become a global village and with the constant rise and development of the information technology the methods of communication have also transformed considerably. The rise of social media has changed the world and has brought people from different parts of the world closer to each other.

Furthermore, one of the most important aspects of increase in the use of information technology is the rising use of social media by individuals around the globe. According to Tufekci and Wilson (2012) social media refers to the actions and the practices among the group of individuals who meet through online sources to share with each other their knowledge and experiences.

According to Lewandowski, Rosenberg, Parks and Siegel (2011) informal media is basically an online application that enables to develop and sent contents in the form of words, pictures, videos, audios etc.

In the view of Meske and Stieglitz (2013) the use of information technology and increase in the importance of social media applications has also resulted in small and medium enterprises employing these applications for their benefit.However, it has been stated by Evans (2012)that businesses are still trying to come to terms with the complexities that are part of conducting business activities through the platform of social media

It is further stated that some of the flexibilities that are involved in integrating social media with the business strategy are control of information that flows through this network along with accurate prediction of the needs and wants of the customers….