An analysis of influencers in the fashion industry in times of the corona pandemic
| dc.contributor.advisor | Di Bella, Jessica | |
| dc.contributor.advisor | Poljsak-Rosinski, Petra | |
| dc.contributor.author | Sivrikaya, Elif | |
| dc.contributor.department | bachelor thesis in Business Administration | |
| dc.date.accessioned | 2021-01-11 | |
| dc.date.accessioned | 2025-11-28T13:26:26Z | |
| dc.date.available | 2025-11-28T13:26:26Z | |
| dc.date.issued | 2020 | |
| dc.description.abstract | "This thesis aims to examine the works of influencers that we frequently encounter while using social media, and will examine how they continue their practices based on the fashion industry, especially with the increasing competition among themselves during this pandemic period. For this purpose, it primarily focuses on the fashion sector, includes information on crisis management, and analyses the activities of influencers during the pandemic period. [...] Thus, the crisis in the fashion industry will be seen and then a connection will be established with influencer marketing. In the periods is determined, the activities of the influencers will be analyzed by looking at their average likes and comments." | en |
| dc.description.degree | BA | |
| dc.description.tableofcontents | 1. Introduction............................................................................1 1.1. General Introduction........................................................1-2 1.2. Main Problem Statement....................................................2 1.3. Need and Justification for the Study......................................2 1.4. Research Aim................................................................3 1.4.1 Research Objectives......................................................3 1.4.2 Research Questions.......................................................3 2. Literature Review....................................................................3 2.1. Trends of Marketing in the Fashion Industry...........................3-7 2.2. C2C Influencer Marketing................................................7-12 2.3. Crisis Management........................................................13-16 2.3.1 Design Thinking......................................................16-19 2.4.Conceptual Framework.......................................................19-20 3. Research Approach.................................................................20 3.1. Research Strategy..............................................................20 3.2 Secondary Data Collection....................................................20-23 3.2.1 Pros and Cons............................................................23 3.2.2. Secondary Data Collection Approach................................23-24 4. Data Collection and Data Analysis...............................................24 4.1. Data Collection Procedure....................................................24 4.2. Sample Considerations.......................................................24-25 4.3. Research Findings.............................................................25-29 4.3.1 Limitations...............................................................29 5. Discussion and Conclusion........................................................30 5.1.Discussion of Results.........................................................30-31 5.2.Revisiting the Research Objectives and Questions........................31 5.3.Conclusions and Practical Implications....................................31-32 5.4.Limitations and Future Suggestions..........................................32 6. References...........................................................................33-37 7. Appendix............................................................................37-39 | en |
| dc.identifier.uri | https://repository.berlin-international.de/handle/123456789/579 | |
| dc.language.iso | eng | |
| dc.subject | Specific sectors, industries | |
| dc.subject | Social media marketing | |
| dc.subject | Consumer behaviour | |
| dc.subject | Wholesale and retail trade | |
| dc.subject | COVID-19 bibliography | |
| dc.subject | Health crises and marketing | |
| dc.subject | Influencer marketing | |
| dc.subject | Fashion industry | |
| dc.title | An analysis of influencers in the fashion industry in times of the corona pandemic | |
| dc.type | Thesis |
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