From social interactivity to buying: an instagram user behaviour based on the S-O-R paradigm

Social networks are one of the largest and fastest-growing marketing tools in the world. Their strength is proven by 3.8 billion users worldwide in 2020. The tool offers great economic potential for a commercial brand. This paper focuses on the social network sought after by the millennials - Instagram. One advertisement on Instagram can reach up to 849 million users. One-third of socalled stories are commercial and 200 million users a day look at a business profile. The aim of this paper is to characterize the influence of interactivity in the form of ‘liking’, commenting, and sharing on consumer shopping behavior. The partial goal of the paper is to characterize the interests of users on the social network Instagram. The paper is based on the stimulus-organismresponse paradigm developed by Howard and Sheth (1969). The research concerns the influence of interactivity on the motives for using Instagram (O) and especially on brand awareness and the intention to purchase (R). Interactivity only influences responses when it is mediated through the individual’s motivation to use the application, whether for hedonistic or utilitarian reasons. The data were obtained using a questionnaire and were evaluated using the Confirmatory Factor Analysis and Equation Structural Modelling

Policy of the Fashion Industry to Sustainable Development

Bachelor thesis is divided into two parts. Theoretical part, where the basic knowledge of the fashion industry and sustainable development is presented. These findings are explained together with links connecting different sectors in fashion. The theoretical part also deals with the economic impact of overproduction in the fashion industry and brings alternative to conventional shopping habits. Second, a practical part, deals with companies with a dominant position on the market and their approach to solving the problems. The aim of this thesis is to describe the general principles of the approach of the fashion industry to sustainable development, resolving issues and puts forward proposals to prevent the effects of excess production

Shopping tourism with a focus on the clothing industry in relation to globalization

Research background: The paper deals with the connections between international tourism and shopping, and therefore the purchase of clothing in relation to consumers. In the last few years, shopping has become one of the factors determining tourist’s decisions about choosing a travel destination. One-third of tourists have ever travelled just to buy clothes abroad. Such behaviour offers enormous economic potential for companies and the state economy. Shopping tourism is an integral part of globalization. Purpose of the article: The article’s aim is to characterize the elements of consumer behaviour in the framework of shopping tourism when buying clothing products. In addition to consumer preferences, the aim is to characterize the main types of clothing products that travellers are interested in and the impact of this consumer behaviour on the globalization. Methods: A questionnaire is compiled on the basis of stated hypotheses. The results will be evaluated using appropriate statistical methods such as the Kruskal-Wallis test, Spearman’s correlation coefficient and categorical principal components analysis. Findings & Value added: Research has shown that the first group of preferred garments consists of local products at a higher price level produced in low quantity. The second type of product is low-cost garments produced at a high cost under conditions that do not correspond to the principles of sustainable development. The clothing industry impact on global sustainable development is largely negative. In this regard, we can talk about the negative impact of globalization. This is no different from tourism