Influence of social media on purchase decision among Millennials for luxury fashion brands in the United Kingdom

The purpose of this dissertation is to discuss the influence of social media on purchase decision among Millennials for luxury fashion brands in the United Kingdom. Millennial generation segment became very important for the luxury fashion market as their shopping habits start to make a considerable impact on the luxury sector (Hays, 2018, p. 5). Millennials became the world's largest generation, they record an increase in spending power, and moreover, by 2025 it is expected they will account for more than 75% of the global labour force. Millennials are technology savvy generation (early adopters of technology) with high usage of Internet and social media platforms (McCormick, 2016, p. 41; Mintel, 2015). The omnipresence of smart devices and Internet enabled Millennials to stay connected with brands wherever they go (McCormick, 2016, p. 41). Generally, compared to any other generation, Millennials are more likely to post updates on social media that reflect their personal experiences such as shopping, bonding with their friends, going to a restaurant, travelling, etc. (Mintel, 2017; Voorveld, Van Noort, Muntinga and Bronner, 2018). Although numerous previous studies have investigated characteristics of Millennials or the influence of social media on purchasing behaviour, there was no study which investigated the influence of social media on purchase decision among Millennials for luxury fashion brands in the United Kingdom. The author of this dissertation recognised this research gap and wanted to discuss mentioned problematic. Further, existing findings were discussed in the literature review, and were based on the secondary resources, specifically, they were based on the academic journal articles, business reports and books. Further, to contribute the academic research, author of dissertation conducted a study. A survey research strategy was conducted using self-completed, internet questionnaire. Further, a survey was conducted among 172 participants of the Millennial generation in the United Kingdom. The data were analysed using SPSS, a computer software platform for the advanced statistical analysis (IBM, 2018). Analysed data gave researcher opportunity to conclude weather the data supported observed problematic and observed theories