A Critical Evaluation of the Impact of Social Media on the Wedding Aspirations of Young Females Aged 18-35
Cardiff Metropolitan University
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A research project was undertaken in order to investigate the extent to which social media has an influence on young females wedding aspirations. Social media is playing an increasing role in the millennial generation's lifestyles. This project aimed to explore the use of social media amongst young females, and the impact it has on their wedding aspirations, along with the role that social media plays in the wedding planning process. Research was made surrounding the impacts of the media on society, social media use, the impacts of social media on the millennial generation, the impacts of celebrities on women, online communities and the impacts of social media on the wedding planning process in order to determine if these would have an impact on the young females wedding aspirations. Questionnaires were distributed in order to explore the views of young females aged 18-35 surrounding social media, and consider how their use of social media has impacted on their wedding aspirations. Overall, the results indicated that the majority of participants felt that their decisions were influenced by social media. Their use of social media showed more of an impact on their wedding aspirations in terms of tips and creative ideas, rather than size and budget of the wedding. The results showed that the participants kept up to date with celebrity weddings on social media websites, but that more of the participants were interested in the celebrity culture rather than the weddings themselves. Finally, the results determined that social media was a useful tool to use when planning a wedding, and there was a general consensus not to ban social media from their weddings.
BA (Hons) Events Management
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