Consumerism in the Digital Age: Motivations for College Women's Fashion Purchases
| Autor: | Scott, Hannah |
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| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Druh dokumentu: | Diplomová práce |
| Popis: | Thesis advisor: Ali Kadivar The fashion industry has historically used marketing to increase sales. Women are the primary consumers of clothing, and with the growth of social media, trends cycle more frequently. As women observe their peers and influencers on these platforms, they are encouraged to purchase more items even without viewing deliberate advertisements. However, current consumption patterns are not sustainable. The researcher conducted thirteen interviews with college women aged nineteen to twenty-two to understand their motivations for purchasing new clothing and what values informed their decisions. The hypothesis was that access to peers’ and influencers' fashion choices via social media catalyzed overspending. The environmental and social implications of the industry would only deter some individuals' habits. Other studies have used surveys to ask social media users how the platforms inform their consumption. However, this study adds to the literature by offering in-depth anecdotes of why people make purchases and how often they do so. Thesis (BA) — Boston College, 2023. Submitted to: Boston College. College of Arts and Sciences. Discipline: Departmental Honors. Discipline: Sociology. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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