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1. THE ROLE OF SOCIAL MEDIA FASHION INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailerKandidat-uppsats, Linnéuniversitetet/Institutionen för management (MAN)
Sammanfattning : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. LÄS MER