Social Media Effect on Fast Fashion Retailing: Romanian Case Study

Andreea Strătilă Irimia, David-Florin Ciocodeică (), Magdalena Ciobanu Stoian (), Angela Madan () and Mihai Mehedințu
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Andreea Strătilă Irimia: Bucharest University of Economic Studies
David-Florin Ciocodeică: Bucharest University of Economic Studies
Magdalena Ciobanu Stoian: Bucharest University of Economic Studies
Angela Madan: Bucharest University of Economic Studies
Mihai Mehedințu: Bucharest University of Economic Studies

A chapter in Eurasian Business and Economics Perspectives, 2023, pp 149-162 from Springer

Abstract: Abstract. Modern trends and the dynamic retail character are at a high level, probably even at the highest level in the field of fashion retailing. However, there are few research related to link between the fashion consciousness consumers and the social media effect with regard to customer perceptions. The editorial aims to investigate the correlation between media channels and fashion purchase intention in order to come into notice to conscious consumption and sustainable behavior. A survey questionnaire method was applied to collect the data. Data was collected from an online survey that was sent to respondents using the iSense portal. A questionnaire of 153 Romanian respondents has been encoded and analyzed based on IBM SPSS Statistics. The main findings of the editorials suggested a link between social media and fast fashion consumption with a perspective of informing the final consumer about the life cycle of the products in order to develop a collaborative consumption. This is the first study to analyze the transition of fashion brands from fast-fashion to sustainable behavior through social media.

Keywords: Fashion retailing; Social media engagement; Social media influencers; Sustainable consumption; Collaborative consumption; Fast fashion (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-031-30061-5_9

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DOI: 10.1007/978-3-031-30061-5_9

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