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Dear participants,

Thank you very much for taking the time to take part in this study. This survey is part of my Master’s thesis at the University of Vienna.

Nowadays, fashion brands are active on Instagram, TikTok and similar platforms, where they build communities around their brand. This study examines how participation in such online communities affects people’s willingness to buy products from that brand, and what role personal connection to the brand plays in this.

The survey collects subjective opinions, so there are no right or wrong answers.

Participation is voluntary and anonymous, and you may withdraw at any time without giving a reason. The survey takes approximately 5 minutes to complete.

If you have any questions, please contact me at carlosm99@univie.ac.at.

Thank you very much for your participation and support!
Kind regards,
Carlos Massa

I am taking part in this survey of my own free will and agree that my details may be stored in anonymised form and used for research purposes. Thank you very much for taking part!