The Influence of Social Media on the Purchase of Sneakers by Male Undergraduates



Chow, Yin Shen (2020) The Influence of Social Media on the Purchase of Sneakers by Male Undergraduates. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Sneaker Culture is the latest trend that took the world by storm. Started by a niche group of sneaker collectors, the sneaker culture turned into a global trend thanks to the invention of social media. Social media has often been the subject of studies in the field of consumer behaviour. Social media offers many things that traditional media could not. As social media grew bigger and bigger, the effects of social media on purchasing behaviour have evolved to include many more factors. Many studies on purchasing behaviour have been on other types of consumer goods. This study focuses on sneaker culture because it is relatively new in the research field. This study shows that different types of sneaker content on social media affects the purchasing behaviour, which leads them to have a better perception of the culture, and influence the degree of exposure they had to sneaker contents. Dependency Theory, Meaning Transfer theory, and Uses and Gratifications Theory is employed to form the theoretical framework in this research. The research is conducted using a quantitative method whereby a survey questionnaire is created to collect the data. The research shows that male undergraduates have a positive perception of sneaker culture on social media. Moreover, the various types of sneaker content on social media does affect their interest in purchasing. Social media usage also plays a role in increasing exposure to sneaker contents.

Item Type: Final Year Project
Subjects: Social Sciences > Commerce > Marketing > Consumer behavior
Language and Literature > Philology. Linguistics > Communication. Mass media
Faculties: Faculty of Communication and Creative Industries > Bachelor of Communication (Honours) in Media Studies
Depositing User: Library Editor
Date Deposited: 15 Apr 2021 07:34
Last Modified: 20 Apr 2021 08:20