A STUDY TO EXPLORE CONSUMER BEHAVIOR TOWARDS FAST FASHION CLOTHING INFLUENCED BY SOCIAL MEDIA IN EUROPE
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Zamin Naghizada
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The research investigates the influence of social media on consumer buying behavior within the European fast fashion industry, focusing on purchase decisions. Adopting a positivist philosophy, deductive approach, and descriptive cross-sectional design, data was gathered via a structured questionnaire from 384 European social media users. Quantitative analysis in SPSS included reliability, validity, correlation, regression, and ANOVA tests. The analysis revealed that social media factors significantly influence fast fashion purchasing behavior. Correlation analysis showed that consumer buying behavior has strong, positive, and significant relationships with brand engagement (r = .674), platform type (r = .668), and influencer endorsement (r = .618) at p < .001. Multiple regression analysis demonstrated that the model explains 69.7% of the variance in consumer buying behavior (R² = .697), indicating strong explanatory power.
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Authors
Zamin Naghizada
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References:
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