This Marketing Dissertation Examines The Effects of Social Media on Consumer Purchase Intention in The UK Fast Fashion Sector H&M Social Media and Consumer Purchase Dissertation – Social media and consumer behaviour correlate to meet the expectations and needs of customers. In the present scenario, social media platforms play a vital role in attracting and reaching the potential target market across different locations. Moreover, different fashion brands have great benefits and opportunities to increase the reaching rate and production rate of business by influencing consumer buying behaviour. This dissertation study aimed to analyze the impact of social media on consumer buying intentions in the UK’s fast fashion sector in the context of the H&M brand. This research project is based on primary and secondary research methods which assisted in gathering wider data and information through surveys and secondary sources.
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