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Maiden Sanchez
Full Report: Understanding TikTok’s Influence on Online Purchasing Behaviuor in the Fashion Industry After the COVID-19 Pandemic
Biography
As a graduating fourth-year ProCom student with a minor in Public Relations, I’m passionate about the ways marketing and social media shape consumer behaviour. With experience in both social media management and sales, I’ve seen firsthand how digital platforms influence purchasing decisions and brand engagement. TikTok, in particular, has transformed the fashion industry, turning viral trends into powerful marketing tools. My research explores how this platform has influenced digital marketing strategies, especially after the COVID-19 pandemic. Beyond academics, I love analyzing how creativity, culture, and technology intersect to shape what we wear and buy. Join me as I dive into the ever-evolving world of fashion marketing and its lasting impact on consumer culture.
Details of Project
My research project examines how TikTok has transformed digital marketing strategies and consumer behaviour in the fashion industry after the COVID-19 pandemic. As short-form video content became a dominant force in online engagement, brands quickly adapted to TikTok’s algorithm, leveraging influencer partnerships, viral challenges, and trend-driven content to connect with consumers in new and interactive ways. This study explores the platform’s role in shaping purchasing decisions, brand loyalty, and the overall digital shopping experience, highlighting how user-generated content and algorithmic curation influence fashion trends.
Through a combination of social media analysis, industry insights, and consumer behaviour analysis, my research aims to provide a comprehensive understanding of TikTok’s impact on fashion marketing. By examining both brand strategies and audience engagement patterns, this study sheds light on the evolving relationship between social media, marketing, and consumer culture, offering valuable insights for fashion brands looking to navigate the digital landscape.
Lightning talk
