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Social Media Effect on Fast Fashion Retailing: Romanian Case Study

In: Eurasian Business and Economics Perspectives

Author

Listed:
  • Andreea Strătilă Irimia

    (Bucharest University of Economic Studies)

  • David-Florin Ciocodeică

    (Bucharest University of Economic Studies)

  • Magdalena Ciobanu Stoian

    (Bucharest University of Economic Studies)

  • Angela Madan

    (Bucharest University of Economic Studies)

  • Mihai Mehedințu

    (Bucharest University of Economic Studies)

Abstract

. Modern trends and the dynamic retail character are at a high level, probably even at the highest level in the field of fashion retailing. However, there are few research related to link between the fashion consciousness consumers and the social media effect with regard to customer perceptions. The editorial aims to investigate the correlation between media channels and fashion purchase intention in order to come into notice to conscious consumption and sustainable behavior. A survey questionnaire method was applied to collect the data. Data was collected from an online survey that was sent to respondents using the iSense portal. A questionnaire of 153 Romanian respondents has been encoded and analyzed based on IBM SPSS Statistics. The main findings of the editorials suggested a link between social media and fast fashion consumption with a perspective of informing the final consumer about the life cycle of the products in order to develop a collaborative consumption. This is the first study to analyze the transition of fashion brands from fast-fashion to sustainable behavior through social media.

Suggested Citation

  • Andreea Strătilă Irimia & David-Florin Ciocodeică & Magdalena Ciobanu Stoian & Angela Madan & Mihai Mehedințu, 2023. "Social Media Effect on Fast Fashion Retailing: Romanian Case Study," Eurasian Studies in Business and Economics, in: Ender Demir & Mehmet Hüseyin Bilgin & Hakan Danis & Fabrizio D'Ascenzo (ed.), Eurasian Business and Economics Perspectives, pages 149-162, Springer.
    • Handle: RePEc:spr:eurchp:978-3-031-30061-5_9
    DOI: 10.1007/978-3-031-30061-5_9
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