Fashion is an evolving term which may have a different context in every culture and may be redefined frequently.It is also a concept which may be defined differently by each individual and may be used as a source of expressing his/her personality.
However, research regarding this topic is limited as the social networking sites is relatively a new phenomenon. It has been viewed 2876 times, with 33 in the last month.
Findings from this study revealed that there is no moderating effect of brand comments of the relationship between other consumer’s postings and brand trust, while positive other consumer’s postings has a significant effect on consumers’ brand trust.
Also, there were no significant differences among other consumer’s postings, brand comments and purchase intention relationships.
With the use of a closed-ended questionnaire, the study is designed to be both qualitative and quantitative in nature as it will contact 60 Tiffany and Amber customers through email for their opinion regarding the brand prominence and branding strategies employed by Tiffany and Amber and their effectiveness.
The study will conclude by providing recommendations according to the data obtained.