How has ASOS leveraged social media to build brand loyalty and drive engagement among Gen Z consumers and what lessons can startups learn from its strategy?
Ye, Jun (A.A. 2024/2025) How has ASOS leveraged social media to build brand loyalty and drive engagement among Gen Z consumers and what lessons can startups learn from its strategy? Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Maria Giovanna Devetag, pp. 84. [Bachelor's Degree Thesis]
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Abstract/Index
The rise of social media and the evolution of marketing. Understanding the importance of social media. The psychology of engagement in social media marketing. Strategic application of social media practices and branding. Gen Z consumer psychology and theories of digital brand loyalty. The importance of customer targeting in social media marketing. Understanding your customer: Generation Z. Empirical evidence on Gen Z purchasing behavior and consumer psychology. Digital brand loyalty theories. Social media and consumer engagement (the role of content, influencer marketing and authenticity). ASOS company profile and strategic positioning. Why ASOS? Previous research on ASOS and fast fashion. ASOS: reinventing fashion for the e-commerce age. ASOS: growth and decline. ASOS: strategic analysis. Key takeaways from ASOS success and failure. Regional impact: ASOS in the Italian market (survey). Italian market. Survey. Survey findings and analysis. Limitation and thoughts. Key correlations: platform use vs. loyalty perception. Insights into brand trust and influence impact. Thematic trends in open feedback. Takeaways for start-ups: lessons, weaknesses and applications. Insights from ASOS’s strategic strengths. Strategic vulnerabilities: lessons from ASOS’s weaknesses and SHEIN’s market disruption. Structural constraints in start-up development. The enduring relevance of brand loyalty in fast fashion. Strategic applications for emerging fashion enterprises.
References
Bibliografia: pp. 73-83.
| Thesis Type: | Bachelor's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33) |
| Chair: | Marketing |
| Thesis Supervisor: | Devetag, Maria Giovanna |
| Academic Year: | 2024/2025 |
| Session: | Autumn |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 12 May 2026 09:23 |
| Last Modified: | 12 May 2026 09:23 |
| URI: | https://tesi.luiss.it/id/eprint/45668 |
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