# Project Description From Likes to Buys Dannah Cruz Summary Final work I'm a recent graduate of the MSc Strategic Fashion Management degree at London College of Fashion, University of the Arts London , where I focused on the business of fashion, including consumer behaviour, data analysis, sustainability, and supply chain management. My studies gave me a strong foundation in strategy and insight-led decision-making, which I now apply in my role as Marketing Junior at XTENDED iDENTiTY, a fashion-tech startup working at the intersection of digital culture and product innovation. I’m especially interested in how fashion brands connect with audiences through content, technology, and storytelling, and how creative ideas backed by data can lead to more relevant and impactful brand experiences. I'm a recent graduate of the MSc Strategic Fashion Management degree at ... College London College of Fashion Course MSc Strategic Fashion Management Graduation year 2025 This project investigates how user-generated content (UGC) on social media influences impulse buying behaviour in fashion and whether these spontaneous purchases lead to post-purchase regret, especially among consumers concerned with sustainability. Grounded in the Stimulus–Organism–Response (S-O-R) model, the study uses a quantitative approach to explore key psychological triggers like Fear of Missing Out (FoMO) and social comparison, offering practical insights for ethical digital marketing in the fashion industry. Final work Share this project This project investigates how user-generated content (UGC) on social media influences impulse buying behaviour in fashion and whether these spontaneous purchases lead to post-purchase regret, especially among consumers concerned with sustainability. Grounded in the Stimulus–Or... A link to this page has been added to your clipboard Browse related work Data Digital Experiences Health & Wellbeing Materiality Identity SocialMedia Shopping Psychology Influencer Marketing Fashion Sustainability