Evaluation of the Impact of Social Media Communication on Purchase Intention of Millennials in Chinese Fashion Industry

Running head: RESEARCH PROPOSAL
Marketing
Name of the student
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1RESEARCH PROPOSAL
Abstract
This research had proposed to evaluate the impact of social media communication on the
purchase intention of the millennials in the Chinese fashion industry. Zara had been chosen as
the case study of the research. The research had proposed specific objectives where it aimed
to evaluate the casual impact of social media communication on the purchase intention of the
consumers. The research has proposed a mixed method research design where both
qualitative and quantitative data will be used to derive both in-depth answers and statistical
data. The evaluation of the past literature had been able to identify the gap in the previous
literature and the objective of the research had been developed based on it.

2RESEARCH PROPOSAL
Table of Contents
1.0 Introduction..........................................................................................................................4
1.1 Background of the research..................................................................................................4
1.2 Research problem.................................................................................................................5
1.3 Research Purpose.................................................................................................................6
1.4 Research objectives..............................................................................................................6
1.5 Research Question................................................................................................................6
1.6 Research hypothesis.............................................................................................................6
1.7 Summary..............................................................................................................................7
2.0 Literature Review.................................................................................................................7
2.1 Introduction..........................................................................................................................7
2.2 Social media communication...............................................................................................8
2.2.1 Types of social media....................................................................................................9
2.2.2 Social media marketing...............................................................................................11
2.3 Consumer purchase intentions...........................................................................................12
2.4 Social media communication and consumer purchase intention.......................................14
2.5 Literature Gap....................................................................................................................15
3.0 Research Methodology.......................................................................................................15
3.1 Research Philosophy..........................................................................................................16
3.2 Research Approach............................................................................................................16
3.3 Research Design.................................................................................................................17
3.4 Data collection and analysis...............................................................................................17

3RESEARCH PROPOSAL
3.5 Sampling method...............................................................................................................18
3.6 Reliability and Validity......................................................................................................18
3.7 Ethical consideration..........................................................................................................19
References................................................................................................................................20

4RESEARCH PROPOSAL
Topic: Evaluation of the impact of social media communication on the purchase intention of
the millennials in the Chinese fashion industry- “A case study of Zara”
1.0 Introduction
This research will aim to examine the influence of social media communication on the
purchase intention of the millennials. Chinese fashion industry will be chosen as the sector as
it is most demanding and changing in nature. Zara is one of the market leader in the global
fast fashion industry and has developed a strong presence in China (Zara.com 2019). The
company will be considered as the case in the research. Millennials generation consists of the
largest consumer segment in the global market and consists of 80 million people with the
purchasing of more than $170 million (Zoeller 2019). This generation is very demanding in
nature and the marketers have been forced to make changes to the way they have been
delivering messages to the target consumers. This research will address this aspect of the
research understand the necessity and influence of integrating marketing communication.
1.1 Background of the research
There has been rapid development in the direct marketing since the past three decades
where web 2.0 has amalgamated with the marketing activities to develop integrated
marketing communication. The shift from the traditional philosophies of marketing to the
modern marketing approaches resulted in a shift where majority of the organization switched
to relationship marketing from transactional marketing. Social media communication was the
partial solution to the structural inadequacy and realisation of the different consumer
segments that their communication can be achieved more effectively and efficiently
(Schivinski and Dabrowski 2016). Marketers use social media communication strategies to
develop an effective brand identity by using effective tools such as advertising, event
marketing, personal selling, promotion and publicity. Companies use social media to leverage

5RESEARCH PROPOSAL
a sustainable competitive advantage in the market by creating positive awareness, image and
develop relationship with marketing channels. Moreover, it facilitates in identifying the
potential consumers.
Global apparel market is worth $1.34 trillion excluding the jewellery and footwear
market where women contribute to more than 50% of the spending (Common Objective
2019). The top ten companies in the industry only account for 10% of the overall global sales
of the fashion products which depicts the intensity of the competition in the industry
(Common Objective 2019). The Chinese fashion industry is one of the largest global market
and falls second only to United States. Moreover, the industry is mainly driven by the change
in needs and wants of the consumers and goods have a short shelf life. This means that
integrated marketing in different platforms is essential for promoting and launching of new
products for increasing awareness of the consumers on the product line for various
organizations.
1.2 Research problem
The millennials are one of the most important target consumers in the market and in
respect to the fashion industry catering to the needs of this consumer segment affects the
sustainable competitive of these companies. Therefore, it has become significantly crucial to
integrate message across all platforms to engage with the consumers across all platforms.
Moreover, the average purchase of a millennial is higher when compared to the other
generation and they are more technologically savvy. This means that in order to provide the
consumers with all the necessary information, the companies have to reach the target
consumers at every touch point. Fashion industry, on the other hand, experiences rapid
change due to the changing nature of the fashion trends. The role of companies in the fashion
industry has major significance and this research would address this aspect in the research as