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The close-knit community at Abertay made learning more personal. It really helped me build confidence and feel supported throughout my studies.Niamh Bethway | Abertay University | BA (Hons) Marketing and Business Management
A former Harris Academy pupil, Niamh is preparing to graduate with an Honours degree in Marketing and Business Management. She says the best part of studying at Abertay was the strong sense of community, which helped create a supportive and engaging learning environment.
Her Honours project explored how social media influencers affect the fast fashion purchasing decisions of Gen Z consumers. Niamh led focus group sessions to collect qualitative insights and carried out thematic analysis on the data.
One of her key findings was that trust plays a crucial role in how Gen Z consumers engage with influencers—particularly when it comes to seeing them as reliable sources of fashion knowledge.
Now looking ahead, Niamh is excited to begin a career in marketing and apply her research skills in a professional setting.
