2022: MA Global Fashion Management
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Statement
The research focus on how the social media marketing strategies influencing the green fashion consumptions amongst Gen Z in Hong Kong
The poster is designed for my final dissertation. It explained the research methodology and key findings of my research. The research focus on how the social media marketing strategies influencing the green fashion consumptions amongst Gen Z in Hong Kong.
Exploring the Most Effective Social Media Marketing Factor on Sustainable Consumption Behaviour Amongst Gen Z in Hong Kong: Using Descriptive Analysis and Case Studies
The key findings and solutions on this research are
1. The preferred social media platforms amongst Gen Z in Hong Kong are YouTube, Instagram and Facebook. Under different situation, people varies their choice. For example, when people discovering new fashion brands, they will prefer using Instagram. When they watching clothing haul and review, they will prefer YouTube. Knowing the right platform to invest in helps the green fashion SMEs in Hong Kong to perform more cost effectively.
2. The top three effective social media factors influencing consumer decision
Stage 1 – Brand Exposure
1. Photo; 2. Content / Title; 3. Video
Stage 2 – Brand Acknowledge
1. Photo; 2. Influencer / KOLs; 3. Content/ Title
Stage 3 – Purchase Intention
1. Photo; 2. Influencer / KOLs; 3. Branding / Logo
Stage 4 – Initial Consumption
1. Product Design; 2. Quality; 3. Price
Stage 5 – Long-term Consumption
1. Product Design; 2. Quality; 3. Social Media Marketing Strategies / Branding
To sum up, the most important factors in the first 3 stages are photographs. To design an innovative and persuasive social media photo can successfully attract the audiences’ attention.
