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- W3161314169 abstract "Sneaker Culture is the latest trend that took the world by storm. Started by a niche group of sneakercollectors, the sneaker culture turned into a global trend thanks to the invention of social media.Social media has often been the subject of studies in the field of consumer behaviour. Social mediaoffers many things that traditional media could not. As social media grew bigger and bigger, theeffects of social media on purchasing behaviour have evolved to include many more factors. Manystudies on purchasing behaviour have been on other types of consumer goods. This study focuseson sneaker culture because it is relatively new in the research field. This study shows that differenttypes of sneaker content on social media affects the purchasing behaviour, which leads them tohave a better perception of the culture, and influence the degree of exposure they had to sneakercontents. Dependency Theory, Meaning Transfer theory, and Uses and Gratifications Theory isemployed to form the theoretical framework in this research. The research is conducted using aquantitative method whereby a survey questionnaire is created to collect the data. The researchshows that male undergraduates have a positive perception of sneaker culture on social media.Moreover, the various types of sneaker content on social media does affect their interest inpurchasing. Social media usage also plays a role in increasing exposure to sneaker contents." @default.
- W3161314169 created "2021-05-24" @default.
- W3161314169 creator A5082971126 @default.
- W3161314169 date "2020-01-01" @default.
- W3161314169 modified "2023-09-27" @default.
- W3161314169 title "The Influence of Social Media on the Purchase of Sneakers by Male Undergraduates" @default.
- W3161314169 hasPublicationYear "2020" @default.
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