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1. 1. FASHION BRANDS ON SOCIAL MEDIA : Why consumers engage with companies via social media

   University essay from Akademin för textil, teknik och ekonomi

   Author : Tamara Ublova; [2015]
   Keywords : social media; fashion industry; consumer behaviour; consumer engagement; purchase intention;

   Abstract : The online consumer engagement is becoming very significant for companies striving to build their relationship with their consumers. Social media gives an opportunity not only to reach consumers in a passive way, but to engage them in active communication and to upload content that is consequently updated and drawing followers´ attention. READ MORE