The effects of social networks on e-commerce; With especial reference to consumer buying behaviour and demand patterns
This dissertation analyses how the emergence and growing popularity of social networking sites have impacted upon the demand patterns of consumers. In so doing it focuses primarily upon the on-line fashion industry and the effect that such new technologies has had upon buying behaviour. Through a combination of quantitative and qualitative research (in which street-based interviews are also used), this dissertation posits that the changes have been far reaching for both consumers and organisations.
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