Santos, FernandoCarvalhas, Francisca Campos Espregueira Jales2022-01-042022-01-042021-07-16http://hdl.handle.net/10400.26/38577This research has as the main goal to understand what motivates the loyalty of Millennials towards fashion brands that sell online, in the context of accelerated changes in online commerce that resulted from the 2020 pandemic. A literature review was made to obtain a more detailed knowledge of e-loyalty, fashion brands that sell online, and the behaviours of millennials as consumers. The Millennials that were interviewed were people who have started or have increase their online shopping purchases in 2020. Based on these interviews, an analysis was made by dividing the answers into themes to help get a better understanding of the answers. After that, the discussion was made, by complementing the results found with the literature studied. There were three main findings discovered, Covid has impacted Millennial’s consumer habits with the lockdowns, Millennial’s value website characteristics when online shopping and in this study e-trust presents more value than e-satisfaction.engMillennialse-loyaltyOnline shoppingMotivationsFashion brandsCovidmaster thesis202838323