Research Report

Topic:
Social media and e-commerce analyzing perception and experiences of fast fashion
Multinational Corporation’s Representatives

Mohammad Salman Beg 1811325

Maaz Kasabati 1811329

Taha Yaqoob 1811358

Abid Ali Rizvi 1811340

Syed Muhammad Ali Raza 1811341

Abstract
The fashion industry, like most business in general, has been heavily impacted in recent years by
the introduction of online social media. Social media has changed the way in which people not
only communicate, but also how firms advertise and reach their consumer. The purpose of this
research was to explore the ways social media impacts fast fashion consumption, specifically
among the people college age demographic. Secondary research was used in the initial stages of
the process to gather information prior to conducting primary research. Qualitative research is
conducted. The primary method for collecting qualitative data was personal interviews with the
target demographic. Results indicated that nearly all college students are active on social media.
The primary motivator for using social media is to stay in touch with friends. Therefore,
positioning a business as a friend on these sites, rather than solely a professional company, is
beneficial. Additionally, there are four critical social media outlets currently dominating the
market: Facebook, Twitter, Pinterest, and Instagram. It would largely benefit businesses to focus
on creating a presence on these sites. While Facebook and Twitter have been mainstays for quite
some time now, Instagram allow significant opportunity for business growth and innovation.
Implementing to a marketing strategy perhaps permits the greatest opportunity to increase sales
due to its complete visual nature and direct linkage to purchase sites. Exploring how social media
is impacting business and noting its significance is crucial for a company to stay at the forefront
of competition. The implications of this research provide fashion retailers with a guideline for
mastering social media usage

Keywords:

Social media, Fast Fashion, Ecommerce, Social Marketing

1 Introduction
“When you say it, it’s marketing. When your customer says it, its social proof”-Andy
Crestodina, Co-Founder of Orbit Media Studios

‘Social proof’ is key to successfully selling products online. Customer to Customer reviews are a
major deciding factor on whether or not a person will make a purchase. This is where Social
Media steps in. Social media Marketing is the utilization of Social media stages to associate with
your crowd to create your image, raise sales, and drive site traffic. This includes publishing
extraordinary content on your social media profiles, tuning in to and connecting with your
followers, investigating your outcomes, and running social media ads. Social media marketing
initially began with publishing. Organizations were sharing their content via social media to
produce traffic to their sites and, ideally, sales. These days, organizations utilize social media in
a horde of various ways. For instance, a business that is worried about the thing individuals are
saying about its image would perform social media monitoring engagement. A business that
needs to see how it's performing via social media research and utilize social media analytics. A
business that needs to contact a particular arrangement of crowd at scale would Social media
advertising.

E-commerce, otherwise called electronic trade or web trade, alludes to the purchasing and selling
of merchandise or administrations utilizing the web, and the exchange of cash and information to
execute these exchanges. E-commerce alludes explicitly to the exchange of products and
enterprises. The historical backdrop of E-commerce starts with the first ever online deal: on the
August 11, 1994 a man sold a CD by the band Sting to his companion through his site Net
Market, an American retail stage. This is the primary illustration of a shopper buying an item
from a business through the World Wide Web—or "E-commerce" as we usually know it today.
Buyers are hesitant to spend on optional things, and when they do, they anticipate design, quality
and minimal cost items. Fast Fashion is a contemporary term utilized by Fashion retailers to
recognize that designs move from display to the stores in the quickest way to catch latest trends
on the lookout. The attire items are planned furthermore, fabricated rapidly and economically to
permit the standard buyer to take benefit of current dress styles at a lower cost. Since the
essential goal of the Fast Fashion is to rapidly create an item in a cost proficient way, most
organizations in quick design industry show up as a vertical integration of a design, just-in-time
creation. Likewise, it places extraordinary accentuation on the productivity of the store network.
In view of serious powers and diminishing design cycles, retailers have been compelled to create
methodologies, empowering them to control the production network all the more intently, hence
permitting them to source quality items at competitive costs

In this Research topic Social Media and its influence on E-commerce specifically Fast Fashion
Brands, and the perceptions of Representative of MNCs of Fast Fashion whether they value
digital marketing for fast fashion and how it influences the trend of fast fashion is. What their
perception is of Digital Marketing towards and how if there was any impact how did Social
Media Marketing give a rise to fast fashion and the way digital marketing could improve it and
what ways it damages the aspect of fashion and how if customers feel that it can't help fast
fashion or makes it worse

1.1 Problem Statement:

“Does Social Media Marketing have an effect on Fast Fashion E-commerce?”

Social Media Trends are now what center around the way Brands do their marketing and Social
Media Platforms such as Tiktok Instagram Facebook are used to highlight E-commerce. The
Problem arises when you merge Social Media and Fast Fashion together. So how do MNC
Representatives cater to this quick change using Social Media and what is their perception to it
and how can they market trends so quickly that it fills the gap between ever-changing fashion
trends and the need to market those trends before they go out of fashion. How does Social Media
Influence or have any affect at all for Fast Fashion MNCs.

Scope:

 Covid-19; not being able to keep physical interviews due to the threat of the virus
spreading.
 Relying on Articles related to Fast Fashion E-commerce and Social Media Marketing to
bridge the gap where a large sample of interviewees cannot be possible
 Reaching out to the Marketing Department of Fast Fashion Multinational Companies
 Not being able to contact many different Fast Fashion Multinational companies
 Relying on the judgments and answers of a small sample size as the thought process of
the majority
1.2 Limitation:
 Covid-19; Representatives not available to meet due to lockdowns or threat of the virus
spreading
 Lack of unbiased perspective of Representatives of MNCs that represent Fast Fashion.
 Lack of available contacts that can help us readily approach all MNC Reps for smooth
information relay.
 Too few resources available or credible authors that identify significant importance of
Social Media influence on E-commerce specifically Fast Fashion Brands

Justification: Due to these aspects this research is necessary to be conducted:

 To identify if Social Media plays an important role in customer Purchase Decisions in
Fast Fashion E-Commerce
 Is Fast Fashion E-Commerce industry using social media to anticipate Fast Fashion
behavior and study trends as well?
 It will help in Understanding if there is a need to consider Bloggers and their reviews of
Fast Fashion MNCs products in purchase decisions of customers
 This will help in understanding the need to factor in social media when it comes to Fast
Fashion E-commerce Marketing

Assumption:
 All information searched through articles is correct and authors credible.
 Perceptions of few Representatives carry the weight of the majority Perception.
 Assuming that there indeed is a correlation of Social Media Marketing and E-commerce
and there is a significant impact on Fast Fashion MNCs
Definitions of Key terms
Social media: A website which provides platform to its users to interact with each other.

Retailers: A business which provides goods for sale to the customers.

Fast Fashion: inexpensive modern clothes provide by retailers

E-Commerce: It is a business which provides opportunity to firms to sell their products through
internet.

MNC’s: it is referred as a multi-national company.

Global Village: a world which is considered as a single community.

Digital Marketing: A tool to market your product on social media.

Bloggers: a person who regularly writes material for a blog.

Social Media Monitoring Engagement: Screen social media discussions and reaction to
relevant mentions

Social media Analytics: Dissecting its reach, engagement, and sales via social media with an
analytics tool

Social media advertising: Running highly targeted ads via social media advertisements

1.3 Research Method:

1.3.1 RESEARCH DESIGN:

Research design: The study is based on Qualitative approach in which we will use mono method
taken through interviews to explore Social Media Marketing and its impact on Fast Fashion E-
Commerce, analyzing the perception of MNC Representatives of Fast Fashion Brands. This
method of study will be conducted with the help of structured questions asked during interviews
1.3.2 POPULATION AND SAMPLING METHOD
Sampling Method: Non-probability Convenience Sampling
Key Target Audience/Research Participants: Users of Social Media who follow Fast Fashion
Brands, Those Users who Regularly follow Influencers for Fast Fashion,
Representatives/Marketing Heads of Fast Fashion Multinational Companies
Sample Size: 15 of which 3 will be Marketing Heads. (Due to Covid Many Marketing Heads
will not entertain us)

1.3.3 DATA COLLECTION PROCEDURES:

Instruments & Methods:
1) One-on-One Interviews: We will design structured Questions
 to explore Social Media use in Fast Fashion E-Commerce
 The Perception of Fast Fashion E-commerce Representatives towards Social Media
 The Effect Social Media has on Consumer Behavior and Purchase Decisions of Fast
Fashion MNC Products.
2) Articles from similar Researches
Reliability and validity:
 Interviews will be recorded to ensure the Answers are not doctored.
 Research will be done under the supervision and guidance from Dr. Sarah (Course
Instructor)
 Results can be cross-checked from other Research Papers published

1.3.4 PLAN OF ANALYSIS:

Content Analysis will be used as a means on analyzing Qualitative Data. It will be used to
determine the presence of certain words, themes, or concepts within our data (Answers from
Questions). Using content analysis, we can quantify and analyze the presence, meanings and
relationships of such certain words, themes, or concepts. Sources of data will be from interviews,
open-ended questions, articles.
2 Literature Review:

2.1: Introduction
The world has become a worldwide Village & with the arrival of data technology the ways
of communication and work has been revolutionized completely. The emergence of social media
has transformed the planet and its entire way of functioning, bringing the planet and its people
closer. Social media refers to activities, practices, and behaviors among groups of individuals
who gather online to share information, experiences and perspectives using colloquial media.
Colloquial or conversational media are basically online based applications that have enabled to
make and transmit content within the sort of words, pictures, videos and audios (Brake, 2009).
Over the last decade Social media has become an efficient marketing tool, it's not only created a
replacement dimension of selling but has also provided many opportunities to the marketers to
make brand awareness among consumers. It’s now considered the most transparent engaging and
interactive sort of PR. Social media may be a compilation of online platforms and
communication channels that are employed by people to share information, profiles,
assumptions, observations, perspicacity, apprehension and media itself, it facilitates
communication and interactions between different groups of individuals from all across the
world (Moran, 2012). One industry which is taken into account to be perfectly suited and
naturally fit social media is Fashion. Once we mention social media for the Fashion industry it
refers to the social networking websites and other online platforms that enable the Fashion
industry to attach with their customers using the newest social networking technology. The
Fashion Industry is using social media to review trends and anticipate fashion behaviors. It’s
embracing social media which has enabled it to emerge within the forefront as a phenomenon.
The event of social networking website like Face book, Twitter has created a replacement muse
among the Factionists. From the Fashion blogs to the live

In the past decade, social media has redefined the globe we live in. What began as a
method to speak, maintain contact, or reconnect with old friends, has slowly but surely evolved
into an important a part of our daily lives; severely altering the way business is finished. Through
the institution of social media For example, thanks to a designer’s Facebook page, Twitter feed,
or Instagram account, those previously unconnected to haute couture can now watch live
footage. A chance that was once only limited to industry insiders, celebrities, and socialites.
Before the existence of those social media outlets, sales, store traffic, and financial records were
conceivably the sole thanks to gauge consumers’ opinions. Today though, “the cliché that ‘the
customer is king’ has taken on an entire new definition. Customer feedback today not only
reaches the businesses much faster, but may spread out to a far broader audience through
‘friends’ of the customer commenting on social media” (Savitz). Companies are now forced to
concentrate} and pay attention to customer opinions because failure to try and do so could cause
a demise of their reputation by means of social media slander.

2.2: Emergence of Social Media

If we look at how social media is a part of our lives today, it’s hard to recall life without it as
people are so involve in it that they can’t imagine their living without social media. Everywhere
we go, someone around us are engaged in their phones using some sort of social platform. And
while some people use social media to share content, some people just use social media to see
what their friends are doing they are silent users.

According to Jeff Coins, author of the Art of Work, there are two types of social media
users: “sprinklers” and “vacuums”. The Sprinklers of social media share content, and the
vacuums sucks it all. Combined they keep social media alive, as they’ve fueled social influence
and discovery and ultimately we know today as “social proofing”, which arguably represents the
most powerful triggering in marketing. Fast fashion is one of the industry that is reaping the
benefits of such habits, and it appears that it will continue to years to come.

Social media encourages the mentality that once an outfit or product is shared with public,
it cannot be worn or photographed. It’s the physiological disorder with people now a days. Fast
fashion retailers are seeing the benefits of these trends shorter life cycle because people seek the
product to satiate their moments of inspiration.

2.3: Rise of Fast Fashion E-commerce

Fashion is constantly evolving. Season changes, fads come and go, taste changes of people.
Fashion e-commerce constantly evolving too. New technologies, the shades of profitability and
shifting markets are evolved and changed. For ecommerce, Covid 19 thurst a decade of growth
into a single year. It also overturned traditional loyalties and gives birth to new wave of direct to
consumer. People are trendier they need new fashion day by day to maintain their status in the
society. Ecommerce is becoming advance. In old days, consumers were willing to purchase
merchandise from major fashion labels from brand and their great quality, however today’s
consumers desire the same latest fashions, but not willing to pay the major price tag they don’t
hold quality in the same high regards. With this willingness to purchase replicas and items of
lower pricing the operators of fashion retailer observe an opportunity in the market. In an effort
to maintain customer desires, the concept of “fast fashion” was introduced.

Fast fashion was made in fashion retail to make the quick turnover of designs that move
from the catwalk to current fashion trends and become extremely popular. The concept has
changed the industry dynamic with quick philosophy that has resulted in increased forecast
because of shortened timeframe and the ability to generate quick turnover of merchandise for
major retailers.

2.4: Social Media in Fast Fashion

“Social media is now so relentless, you're spending your entire time on Instagram, Snapchat,
and Twitter… Everything wishes to be instant. “The entire procedure from layout via to fabricate
has modified because of clients worrying on-fashion objects of extra quickly. Fast Fashion shops
have sped up their techniques due to the fact fashion-savvy human beings can see style indicates
right away because of stay streaming on cellular phones. Thanks to stay streaming on Facebook,
Instagram and Snapchat which makes the whole lot so instantaneous.

High streets may be as fast as they want to be to fabricate a fashion. They can reply to
tendencies faster and the turnaround is an awful lot tighter so garments may be in shops in a rely
of weeks. People do now no longer need to attend 6 months for a fashion anymore, the faster a
store can react to a fashion the higher the profitably for the business. People which might be
interested by style can’t always have enough money fashion dressmaker expenses so that is how
speedy style shops like Primark and H&M healthy into the combination Ture perfectly that is all
supported with the aid of using social media. People have become so conscious about fashion
that they need latest fashion style day by day and social media is the platform they are becoming
advance and making aware to people about fashion.
2.4.5: Social Media Users influence on Fast Fashion

Many fashion retailers identify themselves to be in a state of constant evolution and

transformation. In the last past years, the internet has transformed many aspects in the fashion
business to how fashion retailers interact with their customers from the way the products are
distributed (Sands, Harper and Ferraro, 2011). Currently, the social media have changed the way
retailers engage with their customers and vice versa. Social media is becoming a common
marketing and communication strategy and was predicted to grow at an annual rate of 34% in
2012, and by 2014 (Sands, Harper and Ferraro, 2011). It have been reported that approximately
70% of customers visited social media sites to gather product information and 49% customers
purchase products based on the information gathered through social media (Sands, Harper and
Ferraro, 2011). Due to that retailers have increasingly benefited in harnessing and utilizing the
power of social networking websites in order to improve their overall marketing strategy. The
social media gives the retailers to 12 benefit to learn about the needs of their customers and then
respond proactively. Customers are increasingly using social networks in order to gather
information on which to base their purchase decisions (Pookulangara and Koesler, 2011).
Moreover, online customers are using different online formats such as social networks, wikis,
blogs, bulletin boards and podcasts to share views about a given brand, service or product
(Pookulangara and Koesler, 2011). With the help of social networks, retailers use the technology
to sell their products or services via the internet, offer additional products and services based on
previous purchase, respond to consumer enquiries and lastly to evaluate the satisfactions of their
consumers with their offerings, all without having the need to deal with the consumers physically
(Pookulangara and Koesler, 2011).

2.4.6: Fast Fashion Brands MNCs Social media strategy

Due to the advancement of technology, the internet has provided a unique feature of social
media interactively whereby it has become an irreplaceable part of life's rich pageant. With the
social network sites, individuals can share exceptional amount of photos, information, news,
data, etc. By using social network sites people from all around the globe with different cultures,
nations and religions have the opportunities to share their opinions, stories, news, etc. to the
world (Bulut and Dogan, 2017). It have been researched that 58% of the people use one of the
social media according to Statistic Brain. These are 14% of the people have LinkedIn, 56% have
Facebook, 9% have Google+ profile and 11% Twitter. However, Facebook is known to be the
biggest social network site with around billion users. On the other hand, more than 200 million
users have, Instagram, Google+, and Twitter (Bulut and Dogan, 2017).

Additionally, social media can help businesses to promote their brands, offer useful
information to their consumers and also can drive more traffic to their company's website. There
are also some businesses that use social media to increase their sales by promoting and
displaying their products on the internet 31 and to create more brand/product awareness.

2.5: Theoretical Foundation

This figure below illustrates how social media is used in an e-commerce business
organization’s marketing strategy. As it is shown below there are two types of social media
platforms that e-commerce use the most; Instagram and Facebook. With this two types of social
media platforms, it helps e-commerce businesses to enhance their marketing tool. By using them
as a marketing strategy, it can benefit the firm in several different ways such as
marketing/promoting, increasing their brand awareness, increasing sales and drive traffic on their
company e-commerce website. E-commerce firms can also have the advantage to attract new
customers and can also keep in touch with their existing customers when using social media as
marketing tool. Moreover, using social media as a marketing tool is free of charge. However,
offering product information to their online customers can be beneficial for both firm and
customer at the same time the e-commerce business can be influenced by the word of mouth.
Figure 1. Social Media in Fast Fashion E-commerce.

2.6: Industrial Analysis

In order to get hold of a better know-how of the effect of social media at the Fast Fashion
enterprise and the way beneficial it's miles for the Fast Fashion enterprise to contain on-line
structures of their advertising and marketing techniques number one facts become accumulated
via way of means of floating questionnaires via comfort sampling and the end result become
concluded on the idea of those questionnaires. The end result findings display that social media
and Fast Fashion enterprise are distinctly interdependent on every other. Moreover, social media
and Fast Fashion enterprise have a giant courting because of this that if there may be a boom in
social media via way of means of 1% it'll cause a boom in the Fast Fashion Industry via way of
means of 20.6 %. Comparing the consequences with the preceding studies there may be a
distinction with inside the findings. According to Han Nguyen (2010) People decide on
conventional advertising and marketing extra and feature an impartial feeling approximately
style profile on face book. Consumers pay attention approximately style manufacturers
especially via radio, TV and magazines. He concluded that Traditional advertising and marketing
remains the primary device to create emblem consciousness amongst purchasers as social media
structures can most effective attain a selected goal market. According to Laura Elizabeth (2011)
with the usage of social media humans are connecting with manufacturers on a non-public stage
which in flip is affecting the style retail enterprise in lots of approaches via way of means of
imparting a platform to engage with their purchasers and sell their products. The courting that
social media creates between manufacturers and the purchasers is vital for manufacturers if you
want to force income in future. Moreover, the usage of social media over the current years
throughout all demographic companies is dramatically increased. The facts accumulated from the
situation survey indicates that the manufacturers must retain to make use of innovative on-line
advertising and marketing techniques if you want to have interaction purchasers without delay
and extra individually with the style manufacturer

2.7: Conclusion and Gaps for Further Study

The development of internet has helped many fast fashion e-commerce businesses to use social
media as a business strategy. The growth of e-commerce businesses in every type of business
sizes have increased over in the last past years. E-commerce businesses use this type of business
in order to be able to attract new customers and most particularly to reach and sell products both
internationally and domestically. Opening online stores for businesses have become a very
famous way for e-commerce firms to provide goods and services online to their potential
customers as this has also become a vital retail strategy. It is very important that every type of
business or size to react to their customers negative comments on social media with positivity.
All of these four companies acknowledge how important their customers comment is even if it is
negative. These companies always try to respond back to the negative comments of their
customers with positivity. Fast fashion e-commerce all view it as a positive criticism that why
they all try their best to make their customers happy in order to avoid their negative comments in
the future. To go more further, this section will divide the section into two headings according to
the research questions in order to identify and determine the aim of the study.

As this research study only covers the influence of social media on fast fashion e-
commerce businesses. Further study can be conducted on the perspective of fast fashion e-
commerce customer’s perspective. Moreover, a bigger sampling of respondents can be collected
rather than only collecting data from 2 or 3 people from each company. There might be a
possibility if the chosen sampling was bigger; the researcher could have had more concrete and
solid research study.

3: Methodology
This section will present the methodology process on how this study has been conducted. In
order to achieve the aims and research questions of this study, an interview qualitative method
have been used on fast fashions e-commerce influencer Further on, the validity, reliability, ethnic
consideration and methodology limitation will also be considered into this section.

3. Research Approach

As the aim of this research paper is to investigate and illustrate the influence of social media on
e-commerce fast fashion businesses, an inductive approach is used under the research method of
qualitative. Qualitative methods seek to explain. On every case, the qualitative method provides
conclusions which account for the particular phenomenon Moreover, the reason why qualitative
method have been chosen for this research study in particular is to produce a wealth of detailed
information on a small number of people. There are two fundamental methods to analysis
qualitative approach; deductive and inductive approach One of the reasons why an inductive
approach have been used for this research study rather than a deductive approach is because an
inductive approach is to analysis data with few or no predetermined theory, framework or
structure and uses the actual data itself to derive the structure of the analysis. This method is
considered to be comprehensive, time consuming and the most common approach used to
analysis qualitative data. This type of qualitative method is most suitable where few or nothing is
known about the phenomenon of the research study.

3.1 Method of Data Collection

In order to complete the methodology approach for this paper, each primary information and
secondary information are conducted via the qualitative analysis technique. Supported the first
data, a face-to-face interview technique and interview was conducted beneath the structure of a
form technique and few open and shut queries. Moreover, the secondary information have lined
the literature review.
 Respondent Answers
What does the term Social Media Mean to you?
1 Iobm Student To reach out customers
2 Aifd Student To reach out customers
3 Student To reach out customers
4 Iqra student To reach out customers
5 Aifd student Freeway advertising

What are your thoughts towards Social Media?

1 Iobm Student Interact with people
2 Aifd Student Mean of Advertising
3 Student Interact with people
4 Iqra student Interact with people
5 Aifd student Mean of advertising

What does the term Fast Fashion mean to you?

1 Iobm Student Rapid change of trend
2 Aifd Student Easy shopping
3 Student Convenient to purchase
4 Iqra student Change of trends
5 Aifd student Convenient to purchase

What is your opinion towards Fast Fashion?

1 Iobm Student Select new style and trend
2 Aifd Student Keep up new trends
3 Student Keep new trends
4 Iqra student New styles and fashion
5 Aifd student New fashion trends

Why is Fast Fashion an important aspect of how you shop?

1 Iobm Student Seek new trend
2 Aifd Student Target the customer
3 Student To seek new trends
4 Iqra student Rapid trend changer
5 Aifd student New Trends

How is Social Media an effective tool for Marketing Brands?

1 Iobm Student To sell products
2 Aifd Student Products availability
3 Student To sell brand
4 Iqra student Necessity for brand
5 Aifd student Direct contact with customers

What does Social Media contribute towards the growth of Fast

1 Iobm Student Fashion?
2 Aifd Student Posting stories
3 Student Posting reviews
4 Iqra student Giving review
5 Aifd student Posting on Facebook groups
Sharing experiences on social media
How is Social Media influencing the way Fast Fashion Marketing
1 Iobm Student is done?
2 Aifd Student
3 Student
4 Iqra student
5 Aifd student

What kind of Social Media Platform contributes the most towards

your purchase decision?
1 Iobm Student Instagram, Snapchat
2 Aifd Student Instagram
3 Student Instagram , Facebook
4 Iqra student Instagram, Snapchat
5 Aifd student Instagram

What is your experience using digital media to know fast fashion

1 Iobm Student brands?
2 Aifd Student Good enough
3 Student Satisfactory
4 Iqra student Satisfactory
5 Aifd student Satisfactory
satisfactory
Why is it important to share your review on social media about
Fast Fashion Brands?
1 Iobm Student Sharing experience
2 Aifd Student Express our satisfaction
3 Student Sharing experience
4 Iqra student Sharing experience
5 Aifd student Satisfy other people

How is Social Media an inspiration when shopping for clothes?

1 Iobm Student Influence who market brand
2 Aifd Student Instagram bloggers
3 Student Instagram bloggers
4 Iqra student Reviews on the brand
5 Aifd student Influence by brand

How does Fast Fashion Brand’s Social Media marketing affect

your Purchase Intention?
 1 Iobm Student Comparison between brand
2 Aifd Student Reading reviews
3 Student Compare between brands
4 Iqra student Compare between the brands
5 Aifd student Reviews on product

Source: Own Construction

Theory 1:

The hypotheses that fashion conscious consumers are more influenced by social media buyers’
reviews and discouraged by a negative opinion was confirmed

Element from theory:

Social media buyers’ reviews

Theory 2:

This analysis focuses on determining the type of post that generates greater engagement for the
company’s Instagram account.

Element from theory:

Post Engagement

Theory 3:

Social media marketing activities have a positive influence on brand equity, value equity and
relationship equity. Moreover, brand equity, value equity and relationship equity are positively
related to purchase intention.

Element from Theory:

Social Media Marketing Activities

Theory 4:

 This study aims to examine the influence of social media in the e-commerce context and to find
how it impacts users' visit intention and purchase intention.

Element from theory:

Users' purchase intention

Qualitative Framework:

3.1.1 Primary Data

As this study was to spot and illustrate on however social media has influenced quick fashion
ecommerce international industries, a qualitative face to face and interview methodology was
conducted to spot the analysis queries of this paper study. The interview queries consisted of six
unstructured queries and nine structured listed questionnaires that are a complete of 15 queries.
The primary step was to require interview from the scholars and social media influencers also.
Primary information is that the original information that are collected within the analysis
information. The rationale for selecting a qualitative marketing research for this study is as a
result of qualitative methods like interviews offer a much better and deeper understanding of
social phenomena. Conjointly mentioned that there are 3 varieties of basic analysis interviews
such as unstructured, semi-structured and structured interviews. A structured interview may be a
verbal administered form with an inventory of inquiries to be asked. This sort of methodology
research is believed to be a quick and straightforward methodology and may be simply processed
to the responder of any misunderstood queries. Whereas, unstructured interviews is AN open
concluded or slender interviews whereby the interviewee would have management over the
course of the interview. Each the questioner and interviewee share experiences by coming back
along to form a context of colloquial legimacy during which the responder would feel snug to
retort to the queries

Face-to-face interview in qualitative research are often more used than telephone interview
in qualitative research. Although, the telephone interview might be seen as a “Versatile” data
collection tool. In this type of qualitative research the interviewees are known be to be more
relaxed and are willing to communicate freely and to disclose information Moreover, the
telephone data is also vivid, rich, detailed and of high quality. The advantages that qualitative
researcher might benefit from telephone interview compared to face-to-face interview is the
decreased of cost.

3.1.2 Secondary Data

Based on this research study, the secondary data have been conducted to gather and analysis
information in the literature review on how social media have influence e-commerce fast fashion
businesses. Moreover, with this method the research had the benefits in gathering reliable and
valuable literature. Those secondary data that have been collected are scientific journal articles
on Google Scholar, electronic books on Google Books and websites such as the companies’
background information.

3.2 Limitation of the Methodology

The limitation of this study is that the lack of getting the angle of managers within the
department of social media. The work might are improved if the scientist was ready to be in grips
with those individuals so as to own a far better validation of this analysis study. As alternative
managers that square measure accountable of all social media platform of their company may
most likely understand the statistics of their followers and that social media is most useful for his
or her company for instance. In addition, the e-commerce business may need higher insight of
the influence of social media into their on-line store. Supported some queries there have been
few respondents that would offer reasons for his or her answers that’s why within the table of the
empirical findings within the answer column is blank

4 Data Analysis/Discussion
In this research, the literature review and the interview questions have been categories into three
sections; Most used social media, social media marketing and reasons to used social media apart
from marketing. As this method would help the researcher to identify the most important aspects
from the interview questions and literature review. We were able to analysis the data, we then
collected answers that were similar to one another or used the terms that had the same meaning
as the other respondents to be able to determine the patterns. By doing that we have been able to
determine the similarities and differences of the patterns and use those as research evidence into
the empirical finding and discussions.

4.1 Justification:
The world has become a Global Village & with a lot of new information technologies as well as
the way of communication and work have been revolutionized completely. The emergence of
social media has transformed the world and its entire way of functioning. Social media is a
platform in which people gather communicate share experiences and gather information as well.
Social media has become so advance that it has become an effective marketing tool, it has not
only created new dimensions of marketing but has also promoted many opportunities to the
marketer to create brand awareness among the consumers in the market.

One industry which has taken the full advantage of social media now a days is the Fast
Fashion industry.in Fast Fashion industry social media refers to social networking websites and
online platforms that enable the Fast Fashion industry to connect with their customers using the
social networking technology. The Fast Fashion industry is using social media to anticipate Fast
Fashion behavior and study trend as well. The development of social media has become so
trending like Facebook, Twitter, and Instagram now a days that there are Fast Fashion bloggers
who blogs to the live streaming on their social media accounts. People get influenced by them. It
has become an important runway for the Fast Fashion industry.

The Fast Fashion MNC Representatives take advantage of these trending social media
websites and taking the worth from it therefore making customers and fan following as well. Fast
Fashion bloggers have the key role play in the industry there are taking leadership and
influencing people in the media. The brands are relying on the Fast Fashion bloggers to give
reviews on their product so that they can target customers. Blogs gives a chance to get feedback
on their collections. The current prevailing trend is for Fast Fashion industry to embrace
blogging because it’s a revolutionized and change the media industry and its operations.

5 Conclusion
The development of internet has helped many fast fashion e-commerce businesses to use social
media as a business strategy. The growth of e-commerce businesses in every type of business
sizes have increased over in the last past years. E-commerce businesses use this type of business
in order to be able to attract new customers and most particularly to reach and sell products both
internationally and domestically. It have been founded that there are many different reasons why
e-commerce firms have been using social media for their marketing strategy. However, most of
the e-commerce companies use social media to attract new customers and to keep in touch with
their existing customers. One of the main factors that have been discovered is that how important
social media is to their business and marketing strategy Moreover, social media have helped
these online businesses to equip their customer’s information and to boost brand awareness.
Social media help business organizations to expand their brand name and products globally.

5.1 Implications

Several implications in this research study have been identified. Firstly, in the theoretical
implication it have been discovered that social media have different meaning and purposes for
any type of business organizations. This means that it is used differently into their business
strategy. The social media platform Instagram and Facebook are the most common social media
network in all over the world. However, it is believed Instagram is the most used and valuable
for these retail e-commerce businesses. Based on the contribution of this study the researcher has
discovered that no other academic studies have fully discussed the influence of social media in
fast fashion multinational ecommerce businesses.

The main social media platform that fast fashion e-commerce use apart from Facebook
is Instagram which have helped these companies to be able to have direct contact with their
customers, promote, attract new customers and also to able to study their target market.
Although, it have been mentioned that social media positively influences fast fashion e-
commerce businesses, it also have some negative influences such as the word of mouth of online
customers.

5.2 Recommendation
As this research study only covers the influence of social media on fast fashion e-commerce
businesses. Further study can be conducted on the perspective of fast fashion e-commerce
customer’s perspective. Moreover, a bigger sampling of respondents can be collected rather than
only collecting data from 2 or 3 people from each company. There might be a possibility if the
chosen sampling was bigger, the research could have had more concrete and solid research study.
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