The Impact of Social Media on Consumer Behaviour: Lululemon

Heyi Chen

2025

Abstract

In today's highly connected world, social media platforms have become an integral part of people's daily lives. It has profoundly changed the way consumers obtain information, form preferences and make purchasing decisions. This study aims to provide an in-depth analysis of the various influences of social media, using a mixed research approach to explore how social media may affect consumer purchasing behaviour. This includes examining the influence of social media messaging, word-of-mouth marketing, opinion leaders and a questionnaire survey of close to five hundred consumers. The results of the study showed that more than 78.83% of consumers have purchased Lululemon products because of recommendations or reviews on social media. In addition, more than 55.97% of Lululemon brand consumers are usually influenced by social media (UGC, celebrity endorsements, brand promotions) to purchase the brand's products. These findings reflect that social media plays a contributing role in influencing consumer behaviour for the brand. Social media aims to adapt and capitalise on this rapidly evolving digital ecosystem.

Paper Citation

in Harvard Style

Chen H. (2025). The Impact of Social Media on Consumer Behaviour: Lululemon. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 395-400. DOI: 10.5220/0013845700004719

in Bibtex Style

@conference{iceml25,
author={Heyi Chen},
title={The Impact of Social Media on Consumer Behaviour: Lululemon},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={395-400},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013845700004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Impact of Social Media on Consumer Behaviour: Lululemon
SN - 978-989-758-775-7
AU - Chen H.
PY - 2025
SP - 395
EP - 400
DO - 10.5220/0013845700004719
PB - SciTePress