This research aims to describe and analysis consumer behaviour and engagement on Social Media regarding the three following categories: sportswear products, sportswear brands, and lifestyle related to sports, in three different markets: Brazil, China and Sweden. This research has conducted a quantitative approach through an online survey with 363 valid responses. This research contributes to previous studies of consumer engagement on Social Media, with a highlight of how the engagement is performed differently regarding products, brands and lifestyle and how it varies among markets. It also helps the sportswear industry to develop marketing strategies on Social Media according to consumer engagement patterns in different markets. / Program: Textile Management, Fashion Management
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-18007 |
| Date | January 2014 |
| Creators | WANG, XUAN, SAMIOS, DAPHNE |
| Publisher | Högskolan i Borås, Institutionen Textilhögskolan, Högskolan i Borås, Institutionen Textilhögskolan, University of Borås/Swedish School of Textiles |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Masteruppsats, ; 2014.15.3 |
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