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Consumer Bahavior

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THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG

SIN KIT YING, EMILY
BA(Hons)Scheme in Fashion and Textiles
(Fashion Marketing and Merchandising Management)

INSTITUTE OF TEXTILES & CLOTHING
THE HONG KONG POLYTECHNIC UNIVERSITY
2015

THE STUDY OF THE EFFECT SOCIAL MEDIA FACEBOOK AND ITS MOBILE APPLICATIONS ON THE PURCHASING INTENTION OF FASHION APPAREL PRODUCTS TOWARDS THE GENERATIONS Y CONSUMERS IN HONG KONG

A Thesis Submitted
In Partial Fulfillment of the Requirements
For the Degree of
Bachelor of Arts (Honours) in Fashion & Textiles
(Fashion Marketing and Merchandising Management Specialism) under the Supervision of
Dr. CHANG M.T. Jimmy by Emily, Kit Ying SIN

Institute of Textiles & Clothing
The Hong Kong Polytechnic University
May 2015

ACKNOWLEDGEMENTS

CERTIFICATE OF ORIGINALITY

I hereby declare that this thesis is my own work and that, to the best of my knowledge and belief, it reproduces no material previously published or written, nor material that has been accepted for the award of any other degree or diploma, except where due acknowledgement had been made in the text.

_____________________________________________________(Signed)

__________________________________________________(Name of student)

ABSTRACT
Summary of the contents and finding of the thesis briefly

LIST OF TABLES
Page
Table 1: Summary Table of Hypotheses

LIST OF FIGURES
Page
Figure.1: Active Usage of Top 10 Social Media Platform
Figure.2: Alexander McQueen Fashion house business page on Facebook
Figure.3: Hierarchy of Effect (HOE) model
Figure.4 Proposed Conceptual Framework

TABLES OF CONTENTS
Page
ACKNOWLEDGEMENTS
CERTIFICATE OF ORIGINALITY
ABSTRACT
LIST OF FIGURES
LIST OF...

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