First Information Form MSc International Business
Topic area
My report primarily focuses on the area of marketing
Report research topic
Investigating the impact of social media on consumer buying behavior in the Chinese fashion luxury sector: the case of Louis Vuitton.
Research objectives
1. To review existing conceptual issues and theoretical frameworks related to social media and consumer buying behavior in the Chinese luxury fashion sector.
2. To identify the key success factors of social media on consumer buying behavior in the Chinese luxury fashion sector.
3. To evaluate the importance of social media on consumer buying behavior in the Chinese luxury fashion sector.
4. To provide some recommendations on how social media could be used to improve purchase intention.
Key literature sources
Wiedmann, K. and Hennigs, N. (2013). Luxury marketing. Wiesbaden: Springer Gabler.
Chevalier, M. and Lu, P. (2010). Luxury China. Singapore: John Wiley & Sons (Asia).
Proposed research strategy
Research strategy of case study will be used.,
Proposed research methods
The method of questionnaire and interview will be used to collect data for analysing research topic.
Chapter TWO
LITERATURE REVIEW
2.1 Introduction
2.2 Conceptual Clarifications (You are required to use this section to explore your independent variable. Therefore, you should start by providing definitional clarity on the meaning of your topic) Social media
2.3 Dimensions and development of social media
2.4 Social media and Consumer buying behavior
2.5 Social media and Consumer relationship management
2.6 Consumer buying behavior and Consumer relationship management
2.7 Summary
Approximately 3,500 words
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