4/11/2012
SOCIAL MEDIA - AN OPPORTUNITY FOR FASHION BRNDS MARKETING IN CHINA

Table of Contents
Chapter 1 1
Introduction 1
1.1 Introduction 1
1.2 Background 2
1.3 Rationale of the Research 2
1.4 Problem statement 3
1.5 Aim and Objectives 3
1.5.1 Aim of the Study 3
1.5.2 Objectives of the Study 3
1.5 Research Questions 4
1.7 Significance of the Research 5
1.8 Dissertation Structure 5
Chapter II 6
Literature Review 6
2.1 Introduction 6
2.2 Consumers’ decision making and Internet 7
2.3 Consumer Behavior and Fashion trends 7
2.4 Branding and the Internet 9
2.5 Communication and Fashion 10
2.6 Sustainable Fashion and the Internet 12
2.7 Global Followers 12
2.8 Internet in China 13
2.8.1 The Public Containment 14
2.8.2 The Power of Internet in China 14
2.8.3 Internet and Politics in China 15
2.9 The Use of Internet in China 15
2.9.1 Socio-culture of China and the Internet 16
2.10 Fashion and Marketing 16
2.10.1 Consumer Intention 17
2.11 Summary 18
Chapter III 19
Research Methodology 19
3.1 Introduction 19
2.11 3.2 The philosophy of research - Positivism 20
2.12 Strategies for research 21
3.4.2 Sampling Procedures 21
3.4.3 Questionnaire Designing 22
2.13 3.6 Time Horizon 23
3.7.1 Secondary data Collection 23
3.8 Data Analysis Methods 23
CHAPTER IV 25
Data Analysis &Findings 25
4.1 Introduction 25
4.2 Data Analysis and Findings 25
4.2.1 Gender Distribution 26
4.2.2 Age Distribution 27
4.3 Internet and Social Networks usage 29
4.5 Discussion on Research Findings. 41
Chapter V 43
Conclusion and Recommendation 43
6.1 Conclusion 43
6.2 Recommendations 45
5.3 Research implications 47
5.4 Future Research Applications 47
5.5 Personal reflection 47
References 49
Appendix 54

Abstract

This thesis is focused on the evaluation of the factors that affecting change in internet lifestyles and purchase