to write an research introduction for the master thesis ( about fast faahion retail and motivations , hedonic and utilitarian ) and the impact of social media marketing and covid 19 and culture on purchase intentions )
and in the literature review we proposed the following hypothosis .
H1: Social media marketing elements have a positive impact on online and offline purchase intentions of fast fashion
H2: Hedonic motivations mediates the relationship between social media marketing and purchase intentions of fast fashion
H3: Utilitarian motivations mediates the relationship between social media marketing and purchase intentions of fast fashion
H4: Culture plays a role of moderating between social media marketing and purchase intentions of fast fashion
H5: Covid-19 moderates the relationship between social media marketing and online and offline purchase intentions of fast fashion
And attached is the file of the work done .
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