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1. 1. Information or Communication channel? : A qualitative study of how fast-fashion brands in Sweden use social media

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Mohammad Mirzajee; Alen Rashid; [2021]
   Nyckelord :Brand Loyalty; Social Media; Generation Z; Fast-fashion; Relationships; Fashion Marketing; Sweden;

   Sammanfattning : With the constant development of marketing strategies, it has become more vital to continuously communicate online with consumers. As Generation Z is born with digital devices and increased social media channels, customers demand fashion brands being present online. LÄS MER