The Impact of Social Media Marketing in Consumer Behavior in Apparel Industry

Abstract

Purpose: The study's goal is to comprehend the variables that social media marketing in the fashion industry uses to impact consumer purchasing decisions. The research will help influencers and marketers advertise products more successfully. Design/methodology/approach: The study used a descriptive and exploratory research methodology. A survey employing a distributed questionnaire was carried out on a sample size of 348 people. Using SPSS, the data were examined using tests including regression, Anova, and reliability. Findings: The study's conclusions showed that the mediating variables of familiarity and engagement as well as the independent study variables of trustworthiness, attitude, likeness, and credibility have a positive link with the followers' purchase intentions. Research limitations/implications: There are some limitations to this research, such as the fact that it was carried out in a little period of time and with few resources. Data was collected via a questionnaire due to time restrictions; however future studies may choose to use qualitative research techniques like focus groups and interviews. Only four independent variables and two mediating variables were detected in the study, but more could be included in subsequent research. Implications: The study helps social media marketers, and their influencers advertise their products more effectively and reach their target market. By reviewing the research conducted here and comprehending the dimensions of the variables and how it links to the buy intention, they could more effectively choose the components in the social media platforms. Marketers may conduct effective and efficient marketing by better understanding consumer views