Facebook and Twitter influence on the buying decision process of online clothes shopping

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Rondon, Freydee Karina
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MBA in Business Management
Dublin Business School
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Social media are taking an important place on the daily basis of a significant amount of people around the world, today Facebook range with 1billion of users, also the online devices are taking a big place on consumer lives and the facility to get access through those devices the growing influence of these social media among consumers certainly cannot be ignored. Therefore, the purpose of this dissertation is to analyse the influence of Facebook and Twitter on consumers during their decision process to buy online clothes. This research study used the literature review as a secondary data based on the buying decision process, digital marketing, social media in electronic commerce, and, social media effects on consumer behaviour during the decision making process. To obtain primary data, the researcher conducted questionnaires with the aim to understand consumers’ attitudes towards Facebook and Twitter during the decision process to buy clothes online using a sample of 200 Irish consumers between 18 and 35 years old. The researcher transferred the results from the questionnaire to obtain the data analysis using Google docs and Microsoft Excel. The researcher discusses the conclusions and recommendations as an important approach of this investigation for the industry and future academic research. Finally, the researcher describes self-reflection on her development of personal skills analysing the advantages gained and performance acquired during the dissertation process and the MBA program.