Dissertation

on

Study on impact of social media marketing on comsumer behaviour in

fashion industry

Submitted to
Karnavati University

In partial fulfillment of the requirements for the award of the degree of

Bachelor of Business Administration (Hons.)
in

Specialization
by

AYUSH GONDALIYA
Under the guidance of

DR.MATHEW JOHN
Designation

UNITEDWORLD INSTITUTE OF MANAGEMENT

KARNAVATI UNIVERSITY, GANDHINAGAR, GUJARAT
Jan - May 2024
 UNITEDWORLD INSTI- TUTE OF MANAGEMENT

DECLARATION

I, AYUSH GONDALIYA, student of BBA (Hons.) hereby declare that the dissertation titled

“Study on impact of social media marketing on comsumer behaviour

in fashion industry” which is submitted by me to Unitedworld Institute of Management,
Karnavati University, Gandhinagar, Gujarat, in partial fulfilment of requirement for the award of
the degree of Bachelor of Business Administration (Hons.) in ….., has not been previously formed
the basis for the award of any degree, diploma or other similar title or recognition.

Gandhinagar (Gujarat)

Date Name and signature of Student(s)

UNITEDWORLD INSTITUTE OF MANAGEMENT

CERTIFICATE

It is to certify that he dissertation titled “ Study on impact of social media market-

ing on comsumer behaviour in fashion industry” which is submitted to United-
world Institute of Management, Karnavati University, Gandhinagar, Gujarat in partial fulfilment of
the requirement for the award of the degree of Bachelor of Business Administration (Hons.) is an
original contribution with existing knowledge and faithful record of work carried out by him/her un-
der my guidance and supervision.

To the best of my knowledge this work has not been submitted in part or full for any Degree or
Diploma to this University or elsewhere.
Gandhinagar (Gujarat)

Date (DR.MATHEW JOHN)

Unitedworld Institute of Management

Karnavati University
Gandhinagar, Gujarat

HOI/HOD

Unitedworld Institute of Management

Karnavati University
Gandhinagar, Gujarat

Abstract

This study investigates the impact of social media marketing on consumer behavior within the fash -
ion industry among residents of Gujarat, India. The research employs a quantitative approach, gath-
ering data through a structured questionnaire administered to 100 respondents. The analysis reveals
several key findings: the majority of respondents are young adults aged 18-24, with a higher propor-
tion of male participants; education level varies, with a significant portion holding bachelor's de-
grees; frequent engagement with fashion-related content on social media platforms is observed
among respondents; social media marketing significantly influences consumer purchasing behavior,
with a considerable proportion reporting likelihood to make purchases after seeing fashion-related
advertisements; trust in fashion brands with a strong social media presence varies among respon-
dents; targeted advertisements on social media are found to be relevant to some extent; and while
social media plays a significant role in shaping overall fashion purchasing decisions for many re-
spondents, it is not the sole determinant. These findings underscore the importance of strategic and
tailored social media marketing initiatives for fashion brands to effectively engage with consumers,
drive brand awareness, and foster consumer loyalty in the competitive fashion industry landscape.
The study concludes with suggestions for fashion brands and marketers to optimize their social me-
dia marketing strategies and capitalize on the opportunities presented by digital platforms to en-
hance consumer engagement and drive business growth.

CONTENTS

Cover Page (i)

Candidate’s Declaration ii

Certificate iii

Acknowledgements iv

Abstract v

Table of Contents vi

List of Figures vii

List of Ta-
bles viii

List of Abbreviation INTRODUCTION 1

viii
 CHAPTER I

1.1 Consumer Buying Behaviour

1.2 Background of the Study

1.3 Globalization and Fashion Industry in India

1.4 Indian scenario: Online Apparel Shopping

CHAPTER II LITERATURE REVIEW

CHAPTER III RESEARCH METHODOLOGY

CHAPTER IV RESULTS & DISCUSSION

CHAPTER V CONCLUSION& FUTURE PROSPECTS

REFERENCES/BIBLIOGRAPHY

APPENDICES

PLAGIARISM REPORT
CHAPTER 1
 INTRODUCTION

Introduction

Marketing is all about identifying and fulfilling the needs of consumer profitably. Understanding
consumer needs, preferences, and desires necessitates and understanding of the buying behaviour
of the consumer.

According to Schiffman and Kanuk (2009), consumer behaviour is the behaviour that an individ-
ual or, group or, a business organization displays in searching, evaluating, and disposing of prod-
ucts and services that they expect will fulfill and satisfy their needs and preferences. It describes
how an individual spend time, money, and effort on making decision to purchase consumption re-
lated products and services. This involves analysis of what product and service consumers buy,
why they buy specific product and service, when they purchase them, how frequently they pur-
chase them, how they asses them after they buy them, and effect of post purchase evaluation on
further future buying and how they discard of these product and service. Hence, this is significant
for retailers and marketers to study and know the personal factors and group factors that influence
the decisions of consumer and how they affect the phase of consumer decision-making. Both con-
sumer purchasing behaviour and the decision-making process of consumer are interdisciplinary
and started in the mid to late 1960s. There is no history of research that exists to prove this. It has
been developed as a single discipline drawing concepts from various scientific disciplines such as
Psychology (the scientific study of the mind and behaviour), Sociology (the study of social life of
human beings), Social Psychology (the scientific study of how a person behaves in groups), An-
thropology (the scientific study of humankind), and the Economics.

Consumers ‘evolve’ through time, learning, exposure to environment and experience. They can-
not be taken granted. For example, people used to book their railway tickets from the station
counters standing in a queue. Now, people have started booking and purchasing of railway tickets
through public and private online websites. Hence, it has become important pre-requisite to study
and understand the consumer behaviour for sustained success of any marketing strategy and mar-
keting program.
Consumers don’t always buy to maximize their benefits, sometimes they also likely to buy impul-
sively. Many times consumers will be influenced by family and friends, advertisements and pro-
 motions as well as role models such as celebrities and brand icons. Sometimes, they are also in-
fluenced by their own mood, emotions and situation for selecting and purchasing of products and
services. The consumer behaviour will be formed by combining these entire influencing factors.
Therefore, it has been described that the consumer buying behaviour may be influenced by the
factors like cultural, social, personal and psychological factors.

Every consumer perform three distinctive roles such as user for the own consumption, buyer and
the role of payer. According to research, consumer behaviour is one of the most difficult concept
of marketing subject and even experts in the field of marketing says that its most difficult to pre-
dict about consumer as they behave differently in market at different time and situations. It is im-
portant to understand relationship marketing to understand and analyze consumer behaviour. Re-
lationship marketing is playing an important role in analyzing the consumer behaviour to re-dis-
cover the true meaning of the marketing subject. The social functions such as social choices and
welfare functions also playing important role.

1.1. Consumer Buying Behaviour

The study of consumer buying behaviour involves about understanding how people and their
marketers choose, protect, use, and discard goods, services, ideas, and experiences in order to
meet their needs, preferences, and desires. It has greater impact on the processes that a consumer
follows and also on the society (Kuester, Sabine, 2012). The study and understanding of con-
sumer behaviour is an important part of the strategic planning process to the investment in the in-
dustry and its growth and development. The retail industry or the apparel industry is not ex-
empted from it. The consumers are either subjective or objective in nature. They test various
brands in the market. The retail stores

that are available are not just selling products, but are playing a critical role to respect the con-
sumer decisions. The platform is a graphical appeal of the outlet that would give you the sales
and service offered by the sales representatives or clerks as per (Aaker and Joachimsthaler,
2000).

In addition, consumers would pick the brand or product not only it delivers high performance or
high payback, but because it expresses the social status, their personality and relations to meet the
psychological requirements like need to switch to new brand or freshness.

The behavior of consumers would be based on their mental and emotional process. The observ-
able behavior would vary when the consumer is searching for the product, buying the product and
 consuming the product or the service. The behavior of consumer would learn about how they
buy, what do they buy and when they are really interested to buy and why they want to buy. This
is formed by the combination of various factors such as anthropology, sociology, psychology, so-
cio-psychology and economics (Bhattacharya and Sen, 2003).

To discuss the behavior of consumers, it is critical to have a logical step that would help you to
define what consumer means and how many different types of things and people are available.
According to Zukin and Maguire (2004), consumption would be based on social, economic and
cultural factors influence on process of buying of goods and this process would be totally in-
volved on the basis of existing opportunities and restrictions related to modernity. Mohr and
Fourie (2004) states that consumer is a household member who would consume goods or services
to meet the needs. The description that is given by the ecologist for a consumer is an organism
that would consume or use the resource, which is detriment.

1.1.1. Buyers’ Black Box Model: It is important to understand the model of buyers’ black box
because it displays the interaction and influence of stimuli, buyer traits, buying decision making
procedure and reactions of consumer. The stimuli of customer could be varied among interper-
sonal stimuli, which has been among the intrapersonal or people stimuli, which has been consid-
ered in people. Also, the purchases of model black-box has been derived from the concept of
black-box, where concentration has not been on the procedure, which occurs internal to purchaser,
however on association and communication, which occurs among purchaser and stimuli responses.
Furthermore, the companies formulate plan and processes the marketing stimuli whereas the envi-
ronmental stimuli are formulated by the cultural factors, social factors, economical factors and po-
litical situation and conditions of the society. The consumer buyer’s black box includes the con-
sumer traits and the consumer decision making process, which results in the consumer responses.
Environmental factors include the marketing stimuli and environmental stimuli which influence
the consumer buying behaviour and decision making process. Marketing stimuli includes product,
price, promotion, and place. Environmental stimuli include demographic, cultural factors, techno-
logical factors, economic factors, political factors and natural environment. Buyers’ black box con-
sists of consumer characteristics, consumer buying decision process, and the consumer responses.
Buyer’s characteristics like attitude, motivation, perceptions, personality, lifestyle, and knowledge
plays important role in selection and purchasing of product or services. Consumers follow certain
step while selecting and purchasing of a product or service, which is known as consumer buying
decision process. Consumer buying decision process involves five stages and the first stage of the
process is problem or need recognition, searching for information, evaluation of alternatives avail-
able, decision making to purchase, and finally the post-purchase behaviour. The response of con-
sumer will be identified by their choice of product, choice of brand, choice of dealer, time of pur-
chasing, and the price for purchasing. Moreover, the black-box buyers explain the response of con-
sumer in the outcome of rational as well as conscious decision-making procedure, where it esti-
mated that user has recognized the issue or pre-requisite. Nevertheless, in real-time overall users
might not do decisions related to conscious for finding solution for their problem or need? When
consumers come across with any problem or need, they will start searching for the information re -
ferring to various sources related to the products and services which can help to solve their prob -
lem or fulfill their need. According to Belch and Belch (2007), consumers will collect information
on required products and services referring to both the sources such as internal and external
sources. These sources include their personal search, friends, family, colleagues, and their former
experience personally, commercial as well as public resources. Moreover, insider search has been
related to consumer psychology that results to view towards service and products. Furthermore, the
view could be determined as procedure, by which the single chooses, interprets, receives and orga-
nizes the data for creating information in meaningful manner and universe has been pictured. The
propensity of customers to search the data on providing of market makes it probable to researchers
in estimating the terms of purchasing and consumers plans has been briefed and further details has
been discussed along with interest related to services.

Furthermore, the selective perception procedure has been segregated into different phases, which
are as follows;
Selective Exposure: Consumers they themselves will get expose to the promotional messages of
their own choices. Consumer will expose to the channels which are accessible and get expose to
the advertisements and promotions are telecasted in those channels.

Selective Attention: Consumers they themselves will choose which promotional messages they
want to give attention to. Consumers have liberty to pay attention to selective channels as well as
pay attention to the selective feature which is relevant to them.

Selective Comprehension: Consumers interpret the messages as per their beliefs, opinion, atti-
tudes, motives, and experiences. These factors comprehend consumers for the information search.

Selective Retention: Consumers retain and recollect the information that are more meaningful,
able to understand or important to them. Consumers would be exposed to more information, but
retains and remembers the information which relevant for them.
 The implications of the stages of the above procedure assist in creating a productive marketing
and promotional technique, recommendations, and advertising the information of references that
were more productive and prominent in offering the market.

Evaluation of Alternatives: The brands, products, and their services have been compared by the
consumers, which were in their recommended or evoked index. Moreover, the evoked index of
brands and products indicates to the amount of substitutes, which users might deliberate at the
time of problem solving issues. Also, it has been indicated as deliberation and the index tends as
comparatively smaller and overall amount of available options for the user. Generally, consumers
evaluate the available alternatives based on the functional and psychological benefits that they get
from them. Therefore, the marketer needs to study and understand the consumers’ expectations
from their products and services. It’s important for marketers to understand the factors or at-
tributes in their products and services that are important for consumer for making a decision to
purchase. Purchase Decision: Consumers will be ready to make a purchase decision after evalu-
ating the available alternatives. Sometimes, consumers’ buying intention may not lead to an ac-
tual purchasing of product and service. Hence, it’s important for the marketing personnel of the
company for easing the act of consumer on intention of purchasing. Identifying and converting
consumer buying intention to actual purchase depends on the efficiency and effectiveness of the
marketing department of the organization. The marketing department of the organization can for-
mulate suitable variety of techniques and strategies to achieve this and some of these strategies
and techniques are as follows;
· The credit allowance,
· Payment terms must be easy and attractive to encourage purchasing,
· Or sales promotional activities like chance to attain premium or opportunity for getting
into a competition, or may be providing offers to make quick response of purchasing.

The consumer actual purchase decision is associated with the relevant internal psychological
process which is integrated. The organization can influence the purchase decisions much more
easily once when the integration is achieved.

1.1.2. Consumer Buying Process

Du Plessis and Rousseau (2003) found that the consumer buying behaviour would be based on
the physical and mental activities or would be in a group. They strongly believe that these kind of
activities would actual help them take a right decision to buy a product that would meet their
needs. According to Gillham et al (2003), shopping is not just an end, but this is done to meet the
hunger needs. This is not an end; you can observe this while buying. The buying activities would
not meet a particular need when you buy a product or avail a service, but this also comes with
shopping experience. The decision of buying things would be thoroughly summarized in the five
stage model that is given by the Kotler and Keller (2009).
The following is the five steps process of consumer buying;
· The first step of consumer buying process is the problem identification. It means the iden-
tification of something a consumer needs.
· The second step is the searching for information in relation to their needs. It involves
searching of information about the product and service that might fulfill the consumer
needs.
· The third step is identification of the possible alternative options available. It involves the
collecting information on the possibility of alternatives available in the market in the form
of different varieties of products and services.
· The fourth step involves the comparing and evaluation of these alternatives to see their
suitability to fulfill their needs and preferences.
· The fifth step involves the selection and buying of the product or service. The consumer
will make final decision on actual purchasing of the product or service.
· This shows the complete buying process that a consumer will follow for purchasing of a
product or service.

Figure 1 : A five stage model for consumer buying Adapted from Kotler and Keller, 2009
According to Kotler and Keller (2004), customers have to go across the five phases while they
are making a purchasing decision, which can be seen from the Figure. It was recommended that
the problem should be recognized in which the customers should know about the need not
pleased in the first phase. When the need is recognized, customers would try their best to please
the need and a sort of study would be done to know more about it and know about the alternatives
available to them so they can discuss about the need. Considering the alternatives that can be ac-
cessed, it is important to make comparisons between them and the alternative which is the best
among them, it should be chosen prior to purchasing. After that, when the purchasing is done, a
sort of post buying behavior would be there in which product assessment is done and satisfaction
or disappointment is sensed. With the help of knowing more about such different phases, mar-
keters and sales people would appeal the customers towards themselves. To take an instance, if
there is an understanding about the way people look for information and the places they look, it
would be possible for the retailers to recognize the channels helping

the customers. The model here mostly is carried out for buying expensive and rare things while
the customers might tend to go through some phases which can be seen from the Figure while
they are buying inexpensive or routine goods.

The Internet technology has come into force in the 20 th century and is used widely across the
globe. The Internet has become part of everyone lives. From booking cabs to ordering food and
sending emails, internet has been playing a significant role in the lives of every individual. With
the change in the technology globally, has totally changed the meaning and definition related to
information technology and communication. The internet has been used for the purposes of com-
mercial uses, which have contributed for the ecommerce business. This has created a wave in the
Internet world. The growth and development of information technology and communication in
the commercial sector has given ample of support to various business activities. The electronic
business concept has also been coined out. The Electronic business is also called as web based
business whose definition as per Oxford Dictionary (2012) is that the commercial transactions
that are carried out via the Internet electronically is called as the web based business. The other
definition that is given by Financial Times (2012) is that you can buy and sell things over the In-
ternet. From this, one can conclude that online business helps you to buy, offer and trade the
goods and services with the help of an electronic media. This is a common platform where the
buyers and sellers come together, but there would not be any kind of physical contact in the trade.

With the advancement of information technology and communication techniques and increase in
 the internet users, a new marketing world has come into picture as per (Xavier and Pereira 2006).
This development has brought many changes in the relationship between the various players in
the market. In addition, business learned about the significance of Internet. Today, ecommerce
business is taking the online world by storm. This is helping companies to earn huge revenue be-
sides allowing them to reach the target customer in every nook and cranny of the world. This in
fact is a complement for businesses as per Shaw 2006. There is a huge significance for the com-
petitiveness and superiority. These both have come into the picture and the companies’ level of
understanding on competition has been totally changed. Today, the marketers are using ecom-
merce channels to have a good communication with the customers and to boost the competitive
benefit as per (Lee and Lin, 2005).

1.2. Background of the Study

For busy professionals of modern age going to the market is a time-consuming matter. So, ecom-
merce has made their job easier and faster (Bellman, Lohse, and Johnson, 2000). The comfortable
and secure transaction, product quality, and privacy are the prime concern of online purchasing
(Wang, Yeh, and Jiang, 2006). Many ecommerce users have bitter experience of product or ser-
vice failure (Wu, 2013). More market penetration is possible in online apparel shopping by creat-
ing a safe and secured shopping environment (Lee and Johnson, 2002).

There was a co-existence of the sources of digital information and digital technology which has
been used to store, retrieve, and transmit the data that millions of ecommerce users could exploit.
Just a user interface was required that could make retrieving and transmitting data easy and a
worldwide network (Farber and Shoham, 2002). According to one of the international survey,
more than fifty percent of the online shoppers are female who are above the 40 years of the age.
Repeat purchase from the same online store is dependent on trust and satisfaction (Ohsu, Chang,
and Chuang, 2015). Furthermore, perceived risk acts as a significant and prominent part for
building trust and branding (Cunningham, Gerlach, Harper and Young, 2005).

There is a tremendous increase in online selling of products such as lifestyle items, garments and
fashion accessories. The products types such as electrical and electronic items, books, tickets,
garments, lifestyle items, and accessories are the most selling products on ecommerce websites.
The household items and grocery are the least selling items in ecommerce platforms (AT Kear-
ney, 2015). As people get habituated in online shopping, they start showing interest in other prod-
uct types such as beauty and wellness, health and pharmaceutical, food and beverages, home
decor and furnishing, apparel and textile products (E and Y, the Retailer, 2013). It is observed
that the product categories

with standard specifications and lower levels of categorization like electrical and electronic items,
books and stationary items, movies and music related items possess a bigger share of online retail
business (CRISIL Opinion, 2014). In the future, it is expected that e-retail in sectors like fashion,
lifestyle products, consumer durables, apparels, and footwear would increase remarkably. In In-
dia, the internet is getting popular with time and Indians getting accustomed to various internet-
based services. They are speedily graduating from mere email accessing or casual browsing to
availing essential services (Techno Pac, 2013). These days, women in urban India are shopping
online for apparel, clothing and accessories. Increased disposable income of the people and in-
creasing awareness about online shopping has gained more attention towards online purchasing
of beauty and cosmetics, healthcare items, hair care products, and baby care products and it is just
happening in India (Times, 2013).

In this 20th century, there has been a sea of changes politically, economically and socially. With
the rise in the globalization era, there are no boarders between the countries. This has given rise
to technological and scientific advancements. The society at the global level has brought many
key changes in the business. In the 20 th century, there are many changes that took place in the In-
formation technology and there are advancements in the computers. This has become a key part
of the society, culture and business.

With the progression of information and communication technologies over time, the capacity of
computers has been rose briskly and the local networks turned out to be the network that connects
to the systems globally, called the Internet. In today’s digital era, Internet has become critical for
every person. Today, with the growth and development of information technology and knowl-
edge, computer and internet have become key tools and integral part in every human life. With
the advantage of evolving information technology, people have started searching on internet to
learn about it. This has become a key business for businesses to get business and people to social-
ize with each other.

Marketing is addressing the needs of the consumers more powerfully by giving them the right
product and services at their expected price. In addition, the online shopping gave easy access for
the shoppers to shop and get the product delivered at their doorsteps. The marketer will embrace
the ever changing needs of consumers in more effective way. There are times where the role of
marketer is very critical that they will give you an opportunity on how to deal with the customers
who use the products and this is known as technology. The evolution of internet has made a big-
ger impact on peoples’ lives and has totally changed the way people used to shop for the products
and services. Today, shopping has become a global event. According to Hsieh et al. (2013), the
growth of internet is making a greater impact on peoples’ lives when compared to the past years.
Today, many activities of people are increasingly moving from a real to a virtual world. From a
physical setup to an online setup, shopping and payment methods have changed.

As per Li Na and Zhang Ping (2002), the most popular activity that is carried out online is shop-
ping and this is followed by emails, instant messaging and then browsing. Online shopping is a
key process where the shoppers would buy a product or avail a service directly from the internet,
according to Jush and Ling (2012).

The best part of online shopping is that, consumers can shop whenever they find leisure time and
right from the comfort of the home. According to Suresh et al (2011), online shopping has in-
creased and has become very popular in India. As per the ComScore report (2013) analysis, India
is in third place in the number of internet users. The youngsters aging from 35 to 44 would be us-
ing the Internet very often. BCG report (2012) stated that 3 billion people are using the Internet
globally, i.e. half of the population and in India 73.8 million people are browsing over the Inter-
net.

According to Kanwal Gurleen (2012), India has over 100 million internet users of which half of
the people would show interest in doing online shopping. The number is growing year by year.
The people who are shopping online are more than people browsing the web. This clearly indi-
cates that the Internet users are very comfortable to shop online. There are many people who are
visiting online to book tables in the restaurants and are

booking flight tickets, movie tickets and air tickets online. People are also buying gadget online.
The traditional way of shopping clothes have always been switched to online. People are buying
shoes, T-shirts, Kurtis, saris, lingerie and designed wear items online. Around 47% of the Internet
users are using Master card to shop online as per Worldwide Insights (2008).

The shopping community in India would be around 28 million and around USD 71 billion is
spent by Indians for online shopping. The Indian shoppers are spending 11% of their income on
shopping over the Internet. The attitude of online shoppers would be based on their psychological
conditions when making purchases. In past few years, the studies found the attributes and behav-
ior of online shoppers. Many have identified key factors that would contribute to the change in at-
tributes and behavior of online shoppers.
1.2.1. Internet
The journey of the internet began in 1968 when it was known as the World Wide Web (WWW).
Before WWW, there was an internet-type concept known as “Arpanet” which was used to con-
nect the computers of different educational institutes through a dedicated network system.
Arpanet was later fragmented into two different network systems in the 1980s. These two frag-
ments were known as Milnet and NSFnet. The first one was mostly used by different government
agencies in the USA where the latter one was mostly used in research and education by the Na-
tional Science Foundation (NSF) in the USA. By the end of the year 1991, the NSF included
more than 3000 institutions.

Over the last two decades, the internet has changed in different ways. It was developed in the era
of time-sharing but has survived the era of personal computers and networking. Internet users can
access millions of data on different topics over the internet or link with other internet users in
many parts of the world. In the 21st century, the internet is not just a collection of successful tech-
nologies but has become a part and parcel of our daily life. It has been fulfilling our basic needs
in different ways.

With the support of upgraded hardware technologies like computers and smartphones and soft-
ware systems, the internet has been expanding more rapidly than anyone ever expected. Today,
telecommunication and television have turned to Internet-based technologies. The internet actu-
ally now a commodity-based service as the widespread growth of WWW has created a very sta-
ble global community. Almost five decades ago, scientists had visualized the immense potential
of the internet to change the world which has become a reality today (Evans and Wurster, 1997;
Doharty and Chadwick, 2012). It offers an authentic and instant channel of communication help-
ing people remain informed about various matters and accomplish various jobs instantly. Some
authentic features like smooth access, cost efficacy, real-time interactions, and some other excep-
tional features have made the internet much more accessible and authentic than other similar
types of technologies (Jones and Vijayasarathi, 1998).

There was a time when the use and application of the internet were restricted among academics
and back office operations. Gradually, it gained popularity in the business world when marketers
started using it for various promotional purposes (Hasslinger, Hodzic, and Obazo, 2007). It has
become an inherent part of the citizens’ daily life (Jobber and Fahy, 2006). It is now abundantly
used in every walk of life. The internet is a medium that is used by people for communicating
with the rest of the world, for entertainment, learning new things, buying products and services,
and track the orders. The marketers use the internet to promote the brands, collecting data about
the market, and communicating with the customers (Doherty and Ellis-Chadwick, 2009). How-
ever, there are some negative aspects to like the risk of data hacking, virus attack, spamming, a
threat to security and privacy, etc. The advantage is far more than the disadvantage; hence, the in-
ternet growing in leaps and bounds.

The internet is a system where the users can communicate with one another through intercon-
nected computers, phones, and other similar kinds of internet-friendly devices (Belch and Belch,
2004). The Internet offers a prolific medium that is versatile and fast. The feature of interactivity
has given an opportunity to the marketers to give their customers better and cozier shopping ex-
perience. The internet also provides a competitive advantage to the companies trying to build
their brand image (Evanschitzky et al. 2004; Levenburg 2005). Various features of the internet
providing an advantage to the companies have made it a powerful medium for promulgating trade
and commerce. In a very short span of time, this medium has proved itself an authentic platform
for communication and promoting business. The marketers have been getting accustomed to this
new technology to improve communication with suppliers, retailers, and clients. This has been
helping the companies to strengthen customer relationships and customize their offers to the cus-
tomers (Srinivasan, Anderson, Kishore, 2002).

It is possible to assign a global dimension to any business with the help of the internet. These
days, the customers are just a few clicks away from whatever they want to buy from the market.
Marketers can quickly communicate with consumers and prospects irrespective of their locations.

The world is getting into the universal community quickly and this is the main reason that has led
the internet, information technology and various other communication channels for not being re-
flective in the Indian context. The internet has a greater influence on the development of the fast
growing and developing countries. India is trying to make use of the advancements of various
technologies for its growth and development in business economy at global level. There is a
greater influence and impact of western culture and lifestyle on Indian society. The lifestyle of
people in metro cities and tier I have become faster. There is a tremendous change in family
structure and nuclear families are increasing day by day. Both couple working together and they
have lack of time for other activities such as going to market and buying products.

Few other key reasons why people are choosing online shopping is due to lack of sufficient time
to visit market, heavy traffic congestion, rigid and long working hours, flexibility of payment op-
tions, and the best thing is delivery of things at their doorsteps. Online retailers have taken the
services to the next level and made it highly convenient for consumers. There is a change in the
way payment is made. The paying in advance, it has moved to Cash on Delivery (COD). The de-
livery pattern is also changing day by day.

The products ordered online are delivered at the convenient time of consumers .This changed
from fixed to customer convenient time. India has given a node to the foreign direct investments
to invest in the retail industry. The Indian market is flooded with the unorganized players, but
there is a lot of scope for the retail players. There are many big players who entered into the In-
dian market such as Big Bazaar, More and other super markets. The rural areas are also seeing a
huge growth in the retail sector.

There are many people who are spending most of their time online and these people are the po-
tential customers for the online market. With many providers in the market, it is critical for the
organization to learn about the needs and wants of the customers to give a fierce competition to
the competitors in the market. The behavior of consumers is influenced by various factors like in-
come, age, gender, reference group relation, social class, and so on. These people will showcase
different kinds of behaviour. The research of Lim Ying San, Azizah Omar and Ramayah
Thurasamy (2015) have emphasized on how the internet has made influence and impact on
changing the way of doing the business. And also with the growth and advancement of the inter-
net, people are purchasing goods and services online. The consumers are able to from shop online
sources with the Internet facility without any kind of hassle. Many technological departments
have access to the customer information which is gathered through various ways such as print,
broadcast, electronic media and so on. These ways use the Internet. Internet is playing a critical
role and has become important medium for the businesses and many service providers to commu-
nicate data and deliver the products and services to the consumers. According to Turban, Lee,
King, Liang and Turban (2009), internet has become the powerful medium to dispense data to the
consumers openly, interactively and flexibility. With the internet availability, the information is
available to the consumers round the clock irrespective of the time constraints and geographical
locations. McGaughey and Mason (1998) stated that Internet offer many benefits to consumers,
which has made online shopping very effective. The efficiency of consumers would be boosted
by online shopping by making the product information available to the consumers quickly be-
sides saving the time of consumers, efforts and money. In addition, it helps them to get quality
products and amazing shopping experience.
1.2.2. Ecommerce
Electronic commerce or ecommerce is defined as the transaction between a minimum of two in-
dividuals over an electronic medium (Kalacota and Whinston, 1997). In ecommerce, information
and communication technologies are used in carrying out various activities especially business-
related transactions (Gefen, 2000).
According to Kalacota and Whinston (1997), there are four different perspectives of ecommerce:
1. Communication perspective: Ecommerce is the delivery of products or services or both
and making payments electronically like with the help of computers and telephones.
2. Business Process perspective: Ecommerce is a platform that can be used in different
types of businesses to make the business processes and supply chain management smooth
and fast.
3. Online perspective: Ecommerce enables customers to buy products and services without
a physical presence or transfer information digitally.
4. Service perspective: With the help of ecommerce a remarkable change in service quality
is possible. It helps to speed up the service and cut down the service costs drastically.

The online market place provides marketers, retailers, shoppers, and others to communicate
freely (Bennett, 2007). The basic concept of ecommerce is supposed to prove the best support to
marketers and buyers (Al Shaikh et al., 2010). According to Garrett and Skevington (1999),
ecommerce provides an opportunity for the businesses to trade with the help of an upfront com-
munication technology. The process included in ecommerce involves all basic aspects of trading
such as the development of an authentic marketplace, products specifications and image display,
service details, terms and conditions, supply chain management, monetary transactions, and com-
munication. In a very short period of time, ecommerce has virtually engulfed all industries. It has
induced

the business houses to take the support of some other advanced technological facilities that are
available in the forms of smart cards, e-trading, net banking, and e-tailing (Asokan, Janson,
Steiner and Waidner, 1997). Ecommerce is actually an inter- organizational platform where buy-
ers or consumers and sellers of companies can interact freely with specific purposes related to
products and services these companies offer to the market (Bakos, 1991). According to Meuter et
al (2000), ecommerce is a computer- generated territory where the business houses deliver their
products or services related information digitally. According to Jones et al. (2000), marketers use
e-retailing for performing retailing activities with the customers that help in exchanging informa-
tion through ITs. In web-based commerce, the transactions of products and services take place
over the internet. Here, the cyberspace provides the store layouts where the buyers can enter or
exit anytime just with a few clicks (Ahn, Ryu, and Han, 2007). There are different modes of on-
line transaction that takes place in online shopping. They are Business to Consumer (B2C) trans-
actions and Business to Business (B2B) transactions modes. In ecommerce, the goods and ser-
vices are ordered online but the payment for the products and services so ordered and delivery of
them can be online or physical or off- line. Several other marketing activities such as sales pro-
motions, communications, and after-sale service all included in ecommerce. According to Lafond
and Singa (2005), the success or failure of an ecommerce-based business depends on the type of
impact it provides on the people and culture. Ecommerce is also defined as a process of conduct-
ing a business worldwide using the internet (WTO, 1998). Over the last two decades, the internet
has given immense scopes to almost every industry to use this most proficient digital medium to
expand their business to any part of the world and penetrate any market more efficiently (Nuary
Terzi, 2011).

The internet helps marketers or sellers put their product and service over the internet that could be
viewable to any internet user around the world (ham and Atkinson, 2001). The emergence of
ecommerce has empowered the sellers to defy the geographic boundaries and send any product to
any customers irrespective of their locations (Tseng, Lee, and Chu, 2015). The internet is an open
platform for everyone who wants to share information with others. There was a time when using
the internet was an option but now

it is an inherent part of modern life. After the full-fledged introduction of the internet, ecommerce
is considered the second revolution in IT (Gunasekaran, Marri, McGaughey, and Nebhwani,
2002). The numbers of ecommerce transactions have been increased by leaps and bounds over
the last two decades, (Chiu, Hsu, Lai, and Chang, 2012).

The huge growth of ecommerce has taken place over the last two decades. Its growth has moti-
vated millions of retailers around the world to grab the opportunities it creates and provides. Mar-
keters now approve that it is the most authentic way to keep contact with the customers and im-
prove the brand image (Li and Suomi, 2007; Kauffman and Kumar, 2008; Zhao, Wang, and
Huang, 2008). Its expansion is now considered a sign of economic growth of a country (Tan and
Ludwig, 2016). The electronic data exchange not only makes the transactions faster and better but
also reduces the cost per transaction (Tan and Ludwig, 2016; Huang, Janz and Frolick, 2008).
Just because of its multi- dimensional benefits business houses including hundreds of multina-
tionals have dived into commerce and the number has been increasing almost daily (Bhatt and
Grover, 2005; Chien, Chen, and Wu, 2013). Marketers now need to keep themselves updated re-
garding various facilities that ecommerce platforms are developing to offer the customers updated
and more secure services (Carter, 2010; Guo, Shim and Otondo, 2010).

Not ecommerce models are the same. It varies from one part of the globe to another. There is no
hard and fast definition of ecommerce. Some people think that it is a digital way of buying goods
and services and others think that it is restricted to credit and debit card transactions. In reality,
ecommerce is a complicated, multilayered process that is not restricted to products and services
buying and selling (Lafond and Sinha, 2005). Ecommerce is a new innovation and an inherent
part of IT that helps to maintain business transactions and business relations electronically with-
out any physical intervention from any party (Awa, Ojiabo, and Emecheta, 2005). In ecommerce,
three stages of transactions are always included, i.e., pre-processing, performance, and post-pro-
cessing. Ecommerce has globalized all industries and made communication with trading agents
easier and faster ECaTT, 2000). The data obtained in these systems are normally accessed by the
concerned company and the clients. This helps in developing a competitive advantage

(Parker and Castleman, 2009). Companies adopting ecommerce take some time to adjust with the
process and gain from the investment. But, once they are adjusted with the system and starts tak-
ing it seriously, the ecommerce starts providing benefits in different ways Al-Qirim, 2007;
Huang, Gattiker, and Schroeder, 2010). The success in ecommerce is reflected through the
growth in sales volume, increased customer base, and positive response from remote market-
places (Aral, Brynjolfsson, and Wu, 2006). The companies adopting ecommerce need to be up-
dated, innovative, and dynamic in this new medium (Mithas, Tafti, Bardhan, and Goh, 2012;
Mithas and Jones, 2007). In many situations, customer satisfaction should be the ultimate goal
(Grover and Ramanlal, 1999; Fornell, Mithas, Morgeson, and Krishnan, 2006).

The advent of internet started with two key organizations. Amazon.com Inc and the other is eBay
Inc. These two are the giants in the ecommerce world as per (Slideshare 2011). These two com-
panies are pioneer in ecommerce and are selling broad range of product categories to the global
market. These two companies have become critical to the economy. Many consumers visit these
sites every day to see the latest arrivals as per (Shaw 2006).

E-Bay was founded by Pierre Omidyar in the year 1955 and the first product was also sold in the
same year. He stated that, they had a broken laser point, which was disposed as per (eBay 2012).
This place has collection of various products, which opens doors for ecommerce. In the year
1996, the number of users for the company has touched 41,000. As per eBay 2012 report, eBay is
doing business in 39 markets and more than 90 million people are shopping on eBay globally.
 Amazon is founded by Jeff Bezos. It was set up in Washington in the year 1994. The website was
launched in the year 1995. This was started as an online book store and expanded it wings by
selling various products. As per Postrel 1996; cited in Mellahi and Johnson (2000), the con-
sumers are able to find the books that otherwise difficult to find in the market. This company has
also developed two options for searching. They are the two options to browse inside the book and
the option to shop in one click (Amazon 2012). Because of these two options, according to Econ-
omist 2000; cited in Mellahi and Johnson (2000), this company is a pioneer in the market because
of these two options.

1.2.3. Categories of E-Commerce

There are many companies that are operating with the help of Internet. Few of the company have
their web presence with Dot-coms. Few of the best examples are amazon.com and the other is ex-
pedia.com. These companies are offering various items directly to the consumers who are using
the web. On the flip side, conventional retailers would use various marketing strategy to create
the online sales channel and soon become click and mortar retailers to embrace the latest require-
ments of the market. The companies that do not have web are elusive as per (Kotler and Arm-
strong, 2012).

Ecommerce businesses are categorized into four different types. According to Korper and Ellis
(2001); Kotler and Armstrong (2012), the four types of ecommerce businesses are Business to
Business (B2B), Business to Consumer (B2C), Consumer to Consumer (C2C), and Consumer to
Business (C2B).

The best examples for Business to Business (B2B) ecommerce companies are Cisco System, Inc.
and Office Depot, Inc. These businesses will allow you to do the transaction from one company
to another and covers a wide range of applications that would let the business to form a strong
electronic relationship with the partners, suppliers, resellers and distributors. According to Subra-
manian and Shaw (2002), the ecommerce is benefitting the many businesses to have good coordi-
nation and cut out the transaction expenses of the buying teams. It is also supported by Wise and
Morrison (2000) and has stated that online business would help association to gain better access
to many buyers and vendors. According to Gummesson and Polese’s (2009) argument, it is diffi-
cult to justify that B would represent about the consumer or the vendor. The initiative can be
taken from either ends. Buyer can demand for the product and seller and sell the product that the
consumer has demanded.

The other best type of transaction is business to consumer transaction, which is an ecommerce ac-
 tivity that is called as e-retailing. This takes place between the retailer and the end user. Ecom-
merce is the tool that is used by the retail companies to sell the products with the help of web
based technologies. The best example of this type of business is www.gap.com. This uses the
website to reach wider audience base and offer them with the shipping services. This is hard to
achieve and is a key issue (Lee and Turban, 2001). There are times where consumers cannot see
or feel the product or if consumer has no previous experience, it is important to give reassurance
to the consumers, which is critical. In this case, trust is the key factor for the businesses as per
(Gefen and Straub, 2004). This is vital for every organization. As per Gummesson (2008); cited
in Gummesson and Polese (2009), the organizations are totally consumer centric. It is the loyal
consumers who are bring success to every ecommerce businesses as per Smith and Merchant
(2001); cited in Cao, et al (2005). It is easy for people to find many providers in the Internet
round the clock (Singh, 2002). It is important to maintain good relationship with consumers, es-
pecially when you do not have face to face communication with the consumers. They have to sat-
isfy the consumers.

The third type of business is consumer to consumer business which would allow the consumers to
buy and put this product for sale to another consumer. According to Korper and Ellis (2001), auc-
tion format is the best example for consumer to consumer (C2C) business. It is the eBay which is
a first of its kind of consumer to consumer (C2C) type of Ecommerce Company that has come
into the market. If the person wants to sell a product, they can register on the site and put the im-
age of the product. The buyers can search for the product that they are planning to buy. If the
buyer is interested in buying a product, he would get in touch with the seller directly. This way
eBay acts a mediatory between two consumers in the market and generate huge revenue in this
action. The organizations would charge a small commission from the seller, but not from the
buyer for this activity, since buyer may not show interest in buying as per (Makelainen, 2006).
The final type of business is the consumer to business type ecommerce action. It is easy to get
buyers by the organizations easily. By using the web, buyers can get in touch with the companies
directly. The most dominated factor in this type of business is price as per (Muzumdar, 2011).
People are buying airline tickets, booking hotel rooms, etc. on priceline.com web portal. These
were uploaded in the website by the consumers themselves. The best part is that the consumers
can also send requests as well as complaints on the complaint services as per (Kotler and Arm-
strong 2012).

1.3. Globalization and Fashion Industry in India

Majority of the public nowadays tend to wear something which is termed as “global fashion”. It’s
a basic fashion with low priced edition of western clothing generally includes a casual t-shirt with
pant or casual skirt which is being manufactured on a large scale. Many of small scale and exclu-
sive fashion companies are originating from various parts of the world which are offering prod-
ucts and services specific to the certain national, ethnic, territorial, or spiritual markets. For ex-
ample, designing, making, and selling of sarees in India. All these companies follow and go hand
in hand with global fashion on small, medium, and large scale as per their capacity.

Fashion industry is growing with a tremendous pace in the world. At present, fashion industry in
our country is very active and growing very fast. In the past, some decades ago, fashion industry
of our country has grown on a considerable level and it’s due to the courtesy to ever-increasing
fashion awareness in Indian population. India has made significant mark from economic prospec-
tus on a large scale as a universal base and at domestic market too.

Fashion industry has shaped a greater social set up and this social modifications and improve-
ment is known as “framework of fashion”. It’s a thought that not just the matter of fashion but the
fine workmanship and artistic nature of fashion which is not just a creation involves more of uti-
lization. The fashion designer role has become important and crucial in fashion industry in under-
standing the needs and preference of the consumer to develop the designs of the garments accord-
ingly adding creativity and elements of fashion as per the trend of the season. Then, it’s the con-
sumer who pick, purchase, and

wears it to create fashion. The fashion framework includes every one of the components that are
worried inside the whole technique for fashion change. Fashion might be a convoluted social im-
provement, including commonly clashing thought processes, such as making an individual char-
acter and being a piece of a gathering, copying fashion pioneers and defying similarity. The fash-
ion industry is flourishing till date because of being innovative, different, and flexible. Every
fashion retailer is giving their hundred percent to satisfy needs and preference of every consumer
to avoid the rejection of their fashion collection.

Globalization and increased competition, short life cycle of fashion items, and digital advertising
are influencing the consumer behaviour deviation causing difficulty in selling fashion products
by the retailers. It’s significant for fashion retailers and marketers to create and use user centric
advanced technological techniques to get into this industry. In India, the fashion apparel and
clothing market is highly affected the consumers incline towards fashion.

In fashion industry, fashion apparel and clothing has been increasingly differing by fashion
brands, advertising, promotions, personalization and nationality. It’s important for the producers
and retailers of fashion apparel and clothing to analyze target consumers inclinations create mar-
keting strategies to attract the consumers. In any instance, short marketing research has been sug-
gested to discover the various elements and the factors affecting the Hispanic consumer buying
behaviour for shopping of fashion apparel and clothing. Consequently, the reason for the current
investigation is to research on the characteristics of fashion apparel shopping among the fashion
consumers. Despite the fact that the different features that investigate the subject of purchasing
objectives has been broadly campaigned in the content of writing. This examination adds to the
private brand views and opinion in deriving the buying expectations with the factors and ele-
ments such as worth and way of life, value affectability and a lot of a greater number of brands
available to the consumers in India.

Social connections are one of the key major central driving forces of consumer buying behaviour
towards fashion products such as fashion apparel and clothing. The consumers’ eagerness and in-
terest in fashion products and services depends more on their peers reaction to their character and
searching for change rather than anyone else experience. Every individual character and qualities
are shaped by different cooperation’s and connections. This has direct influence on consumer se-
lection of garment making connection between their characters and the garment. Consumers get
engaged with appearing and way of life as an aesthetic method to exhibit their character. In this
manner, attire is viewed as an open door for imparting another character of an individual.

It has been determined that social qualities have a control on the purchasing purposes of fashion
garments. Social orders have indulgent qualities where the advanced producers, retailers and mar-
keters in fashion industry have to instill a quick, convincing, socially driven purchasing behav-
iour utilizing limited time plots that improve payment by allowing credit option to consumers.
Fashion producers and retailers making advanced fashion garments applying push and destroy
ways and promoting benefits to the consumer to compel to buy. These advanced fashion gar-
ments are focused at certain confident consumers are known as draw advancements, candidly fur-
nish extra enticement to the buyers influencing to make quick purchasing decision. Although
each push and dismantle advancements are anticipated to speed-up the advancing philosophy and
increase deals at any rate, their key implications further as their effects on fashion offerings and
benefits are accepted to vary. Such advancement drove fashion advancing society invigorates
fashion arranged frames of mind, obligation and installment behaviour on fashion garments
among consumers.

Thinking about the neighborhood looking for inclinations, departmental stores and fashion brands
have re-imagined and revised the techniques of communication and selling of fashion garments in
the country. Fashion apparel and clothing stores at every district of India have specific garment
and clothing which has been made understanding the ascent of specific clothing required by the
consumer which has forced new requests with creators, producers, wholesalers, and marketers.
Purchase goals are affected by and

large look, entire engaging quality and in general inclination. Our consumers for all intents and
purposes drive the extra mile to out purchase superior quality and better nature of privately ad-
ministered, extra charming shopping environment and extra aggressive expenses. Items convey
totally extraordinary implication to various individuals. There is a huge degree of western culture
influence and impact on urban centric and higher income class Indians consumers especially fe-
males with respect to fashion apparel and clothing. There’s a rise in positive view point with In-
dian consumer towards the western culture and pattern. Actually, Indian consumers are signifi-
cantly extra tolerant and empirical in their point of view towards fashion. Inaccessible brands in
Indian have raised the wider consumer acknowledgement. Fashion is a billion dollar business
making use of numerous individuals for the growth and development of the economy along with
global presence. Fashion means constant change for which consumers are highly influenced and
always look forward for quick changes.

During the late 1980’s, predominance of gigantic sellers and auxiliary fluctuations were found in
the article of fashion apparel and clothing industry. Over the decades the fashion industry has ex-
pertise in some of the major auxiliary changes. The financial changes and the activities of the
contenders can even undermine the exercises and best plans of faster developing fashion apparel
and clothing companies. A rational comprehension is there among fashion creators and retailers
on the matter that an entire discerning perspective on the objective consumers is amazingly valu-
able in ornamenting shopping penchant. Most decision shapes the shopping conduct will in gen-
eral change and sum up the view and opinion anyway are loaded up with scarcities in increasing
the learning that is beneficial among situating and portioning the consumer market.

Today consumers are looking beyond supermarket and departmental stores for shopping with the
changing lifestyle and availability of new techniques and channels due to advancement in infor-
mation technology and communication. The most important wellspring of learning has been
through observing family, friends, companions and colleagues what they pursued from internet
and advancement. It has been resolved inside the investigation that esteem, suitability, level of
salary of consumers are significant

variables plays key crucial role in selection and purchase of fashion apparel and clothing. The fe-
male consumers have unmistakable allure for these elements especially in particular fashion gar-
ment shopping behaviour and will be measured truly by fashion and clothing retailers’ in system
detailing while offering basic significance to these components. There are few elements and fac-
tors that are observes as irrelevant such as status, durability, and superstar underwriting. The in-
vestigation looks at the adequacy with different elements of fashion advancing techniques and ex-
amination of consumer behaviour during cross-sectional of statistic settings with regards to sell-
ing of fashion apparel and clothing. The investigation analyzes the causes of consumer behaviour
and their effect on buying objectives towards fashion apparel and clothing.

There is a faster growth and development in fashion industry due to globalization. Fascinations of
commercial center have fundamentally enthused the social qualities and features of consumers
transverse over different consumers’ portions. Currently the most basic issue observed by show-
casing chiefs is transforming social qualities, consumer preferences and purchase expectations to-
wards fashion apparel and clothing. Many specialists resist that the global expansion of the mar-
ket is decreasing the homogeneity nature of the consumer pattern and practices within the na-
tions, while escalating the communalities transverse over the nations (Cleveland and Laroche,
2007). Numerous firms organizing fashion apparel and clothing are creating consumer-driven
market methodology, consumer-driven market procedure on confidence credits of consumers to
improve purchase objectives towards fashion garments (Horowitz, 2009). Indian fashion and
clothing industry is in its nascent stages at the moment and can possibly make the mark on the
global scenario. Since many long periods there is a greater impact and influence of culture and
custom on fashion in India. Any small place, town, and state in India has its own rich and varied
material legacy which can be seen in their own local dresses and clothing. Apparel and clothing
industry is growing and developing at faster pace with the global developments and improve-
ments, similar to the risen up popularity and prominence of fashion in real urban locations of In-
dia. According to Indian culture, the body is perceived in different forms that indicates and re-
flects the rich sculptural

convention, ornamenting and beautifying the body is another form of communicating on impor-
tance and character.

In the ancient times of India, the assortment range of apparel and clothing used and followed is to
showcase the person’s straightforwardness and extravagance. During that time, the selection of
garment depends upon the individual’s social status, income level, and profound direction. In the
ancient India, the information with regards to apparel and clothing form is accessible from the
figures as just a couple of tests of ensembles, materials and gems have endured. During the time
of Indus Valley Civilization, costume was in general very simple where men used to wear mid-
section garments while women used to wear the garment showing their abdomen. The status of
the people was recognized with the kind of gems they were wearing and the abnormal women for
the most part secured their chests with gems. India had increasingly modern clothing and costume
because of Aryans. Nowadays, it has been found in few Indian ensembles where the texture of
clothes and fabric that hung over the body in a style. Some of the Indian traditional items such as
dhoti, the headband, and turban are absolutely in style and still considered as a piece of Indian de-
sign.

After the independence, Indian apparel and clothing industry has seen many changes in the cos-
tume, and apparel dressing style of the Indians which have encouraged the Indo- western, the
combination of Indian and Western garments. Indians started wearing kurtis on pants, t-shits on
skirts, spaghetti with sarees following the what models used to demonstrate the combination of
Indian and Western dresses in their shows as the human progression with respect to clothing.
Anything crafted by the architects of India is refreshing all over the world.

Progress in internet has made peoples’ life straightforward and more creative. Internet has made
selling and buying more simple and quick because of which people are finding online shopping
more convenient and time saving. Internet web has given better and advanced techniques for do-
ing business. Websites have become epitome of online businesses for demonstrating e-retailers
administrative skills and for better display and

representation of their range of products. Website offers platform to assemble all seller and buy-
ers on single spot. According to Barry Silverstein (2002), it carries a new way for progress,
broadcasting items and organizations to publicize. The online retailing is becoming very impor-
tant element of nation’s economy and has gained overall growth and development and acquiring
trust progressively for online transaction.

Aad Weening (2012) "Internet business is benefitting from a couple of positive examples, incor-
porating the continued with rollout of wide band, extending customer solace shopping on the web
and the reduction of certain physical retailers" (Imran Khan 2011). Consumers who are purchas-
ing products online always look forward for new things, fresh intrigue and compare with their fi-
nancial plan. The website is perfect method for shopping because one of the most important as-
pects of buying online through website is no restriction of time and place. Consumers who buy
online don’t have any points of restrictions on shopping online. These online consumers are
moreover use various online sources for examination of the expenses of items and endeavors, in-
 formation, refer to rational associations and search for data.

1.3.1. Online Shopping

Shopping includes both the buying intention and purchasing behaviour of consumers and
prospective consumers. Online buying completes when a customer actually orders products on-
line and pays online (Ha and Stoel, 2004). Internet-based shopping is a good alternative to physi-
cal shopping (Wang, Yeh, and Jiang, 2006). This is the most convenient way of shopping for
people who are too busy and time-starved. Privacy, authenticity, and quality are the three prime
determinants of ecommerce (Wang, Yeh, and Jiang, 2006). As entry barrier is weak in ecom-
merce, sellers need to be innovative and differentiate their products in the crowd (Kenneth and
Carol, 2006). These days, social media plays a vital role in promoting online retailing and brand
orientation of customers (Zhang, Cheung, and Lee, 2014). Female consumers are found to be
more inclined and interested towards online buying than males because of the one factor conve-
nience to shop. Online shopping is not out of risk and uncertainty. People depend more on the
word of mouth (WoM) (K To, Hu, and Yang, 2013). Expansion of ecommerce will increase em-
ployment, expansion of related other industries, and reduction in operation costs (Techno Pac,
2013). Online retailing provides a personalized experience to the customers that give the mar-
keters extra mileage in the highly competitive market (Kotler, Keller, Koshy, and Jha, 2012).

Using electronic portals and platforms to do business of a company is E-business and e- com-
merce is when the site or the firm gives the choice to pay online for the services or products
bought from the firm (Kotler, Keller, Koshy, and Jha, 2012). Web and internet usage for business
execution is referred to as the E-commerce (Kenneth and Carol, 2009). Focus is laid on the trans-
action that is allowed to be done, commercially amidst the organization and the individuals. Such
transaction that is enabled digitally consists of all that take place across web and internet. Ex-
changing money between individuals and organizations and providing them with service or a
product is referred to as the commercial transactions. There are set of eight features of ecom-
merce such as global stretch, immeasurableness, fruitfulness, universal standards, density of in-
formation, interactivity, social technology, and customization/personalization. Ubiquity suggests
the ability and the convenience to attain products everywhere and at all times in a way deploying
a marketspace. A Marketspace need not have a system of brick and mortar, having the ability to
cut down the cost of transaction. E-commerce does not owns and boundaries geographically. And
the global reach is estimated by the customer count Obtained by e-commerce. It has standards
universal and common to nation worldwide thereby reducing costs of search. Transaction of E-
commerce allows Interactivity. Retailers online could connect with the end customers as com-
 pared to the traditional forms of commerce. E commerce provides rich information and the infor-
mation sent to the user is, of great quality. This enables to draw a, comparison between the prices
of products as sold by different marketers. Also, the retailers and marketers are benefitted by se-
curing the desired information and evidence about the consumers. At times of alterations of the
messages of marketing, the customization is done to give users what they want. Customization or
personalization cam is dome through e commerce. Market segments can be classified using this
to modify messages by the firm (Kenneth and Carol, 2009). There different kinds of ecommerce
websites and they are; B2B, B2C, P2P, C2C, and M-commerce. B2B is one business selling
products and services to another, B2C is businesses selling product and services to consumers,
C2C are one consumer selling to another consumer, P2P is sharing resources and computer files,
and M-commerce is using the digital wireless devices like mobile phone to promote web busi-
nesses. Online retail or more specifically the e-tailing falls under the mode of B2C e-commerce
(EandY, 2013). The term online retail includes browsing, searching, and purchasing of products
such as electric and electronic items like mobile phone, mobile phone accessories, home and
kitchen appliances, apparel and clothing, books and stationary items online.

1.3.2. Online Shopping Growth and Development

Over the past few years, there is drastic change in the online buying behaviour of tech- savvy In-
dian consumers. These tech-savvy consumers are spending quite long hours of time on online for
different types of reasons. Accessing the internet has become a common habit of Indians (Techno
Pac, 2013). Intense diffusion of the internet in everyday life of people is the major reason for the
increasing interest in online shopping. It has enabled to offer the innovative technology-based
platform for the new shopping mode (Karayanni, 2003). With increasing internet use, the popu-
larity of ecommerce will also increase (PWC, 2015). According to the available data as per
(PWC, 2015), the percentage of population using internet in India is more than the percentage of
the people who have at least completed primary education. The use of modern mobiles or smart-
phones or tablets to buy or sell products and services online is called mobile shopping or m-shop-
ping. Millions of customers are now accessing m-shopping all over the country. However, m-
commerce is not suitable for any new product or service launches (Wang, Malhouse and Krishna-
murthi, 2015). Easiness in of online shopping, changing the lifestyle of urban Indians, alterations
in the supporting ecosystem, launching of 3G and 4G services, and decreasing prices of broad-
band have directed and supported for the new age of digitalization in India. The factors like
steady increase in percentage of internet users, consumers’ increasing interest in online shopping,
online transactions, favorable demographics, increasing availability of internet-friendly advanced
devices and supporting accessories (EandY, 2013) are contributing for the expansion of ecom-
 merce.

On the other hand, availability of better infrastructure including mobile devices, innovative
smartphones, and tablets, faster broadband services, improved logistics has to lead to increased
consumer interest in ecommerce and m-commerce (PWC, 2015). Apart from increasing usability
of PC and laptops, availability of smart phones at cheaper prices are playing key role in the rapid
growth and development of e-retailing in India (Techno Pac, 2013). Over 30% of ecommerce
traffic comes from mobile device users (Gartner, 2014). By the end of 2016, there were more
than 3 billion internet users globally and four out of every broadband users access broadband ser-
vice through their mobile internet devices. However, consumers mostly undertake in-depth prod-
uct and service research online but prefer to purchase these products and services physically.
Hence, just a small fraction of potential online buyers are actually using ecommerce or m-com-
merce. Digitalization has eased customer interaction smooth sailing and real-time. It helps to de-
velop strong relationships with customers. To grab the maximum market opportunities, compa-
nies need to have a clear online and offline marketing strategy. They also need to engage cus-
tomers, change their advertisement strategies, make more investment on digitalization, and man-
age the internet channels more efficiently (BCG, 2013).

1.3.3. Online shopping of apparels

Online apparel shopping is like searching information of goods online to purchase those (Ha and
Stoel, 2004). One of the most significant categories to initiate a purchase is Apparel. There is no
doubt that selling of products and services through online sources is a major challenge and most
difficult task for the online e-retailer and marketer (Goldsmith and Goldsmith, 2002). It is imper-
ative to attract a buyer to the price of the product in order to compel them to buy. Though women
spent a considerable time online purchasing products it is expected that men have a tendency to
buy more (Goldsmith and Goldsmith, 2002). Disregarding the traditional brick and mortal form
of stores to get a feel and touch of the product, the product rate of return is high. Several cus-
tomers aren't satisfied and also do not show much interest in online shopping. A crucial dissatis-
faction driver is one cannot try the apparel before purchasing leading to issues of size. And this
accounts for one of the most common reasons to return a product leading to loss of loyalty of cus-
tomers. Few other reasons that lead to the returning of products include:

wrong color, not happy with the item or the product is draped badly (Beck, 2000). Another reason
that sums up the higher rates of product return is lack of trust in the medium (Bhatnagar, Misra
and Rao, 2000). Users of internet having greater sense of innovativeness are seen using the media
to make greater purchase. A crucial barrier is the apparel nature and hence most of the user con-
siders physical touch to have greater significance. The above is better size, fit fabric and design
 comfort (Ha and Stoel, 2004).

1.4. Indian scenario: online apparel shopping

Shoppers are seen to be highly fashion savvy as compared to that of gadget crazy as evident in
2014. Watches, shoes, apparels, jewelry, are the, frequently looked up items on the Jungle store.
Indians opt for Indian dresses such as the sarees, lehengas, or the Anarkali attire. Post 2014, little
section such as the jumpsuit or reversible jackets attained momentum (junglee, 2014).

Around 50% of respondents have purchased one products online each month. Clothes and
footwear are the most common ones. Factors contributing to the popularity are shopping ease
staying away from home, cheaper rates, better variety, deals and discounts. Online shopping ma-
jor barriers is people can't check the quality, size or fit of the product and these being the driving
factors account for lesser trust. Another impediment is the fun gained when people physically
visit stores and makes a purchase.

1.4.1. Online Shopping and Online Sources/stores

In comparison with offline brick and mortar stores, online sources have numerous focal points.
They include; advantageous and efficiency and don’t require travelling as well as standing up in
que for the billing. The online source/store will be opened all the time and all the days and one
can conduct shopping from anywhere at any time. These online sources provide consumers with
large amount of free data and information about products, services and administrations.

They also use some online tools and mechanisms for empowering consumers to consider and
choose purchase decisions among various products and organizations. According to

Hoffman and Novak (1996), instinct is the important factor in perceiving between advanced com-
munication channel on the website and regular wide interchanges. Today, consumers who buy
online have more control and wrangling power than consumers who buy from brick and mortar
stores in light of the way that the website offers more interactivities among purchasers and
thing/master centers and furthermore progressively important openness of information about
things and organizations.

1.4.2. Major online shopping sites in India

Snap Deal
Wharton graduates are the owner and managers of Snapdeal. There was a simple notion which
was to offer a place to the sellers through which they are able to sell the unused inventory at low
prices. Simultaneously, it provides till 90% discounts on dining, health and beauty products,
branded items, travel, etc. which offers a very feel-good aspect to consumer. Snapdeal mostly de-
pends on the promotion and advertisements. It is also known as India’s answer to Group on.

Mydala
Mydala is a startup located in Delhi and it operates same as Group on in United States with the
seven regions of facilities such as restaurants, health deals such as spas, etc. and recreations such
as weekend packages, fashion, lifestyle, home and baby, etc. It is venturing into mobile devices,
jewelry with the discounts till 30%. Mydala operates simply on group purchasing concept. Con-
sumers are able to access the quantity and time restricted deals which have huge discounts till
80% off retail and it is not possible to get it any other way. The local businesses are offered with
discernibility, paid consumer footfall, accessing new consumer’s ad form reach and trust.

Deals and you

Deals and you is a portal with the headquarters located in Gurgaon. It falls under Group Buying
Global AG that operates primary collaborative purchasing sites through four continents with the
primary feature being Collective Bargaining Power that can affect purchasing behavior. It ap-
peals huge crowd in shopping through which the consumers are

able to afford to shop and save. The consumers would get big discounts on shopping. It is also
possible to get a promo code through shopping from Deals and you and it can be redeemed while
there is actual purchase. The consumers must have a profile on Deals and you before they shop,
which provides the portal a benefit in the consumer relationship management.

Flipkart
Flipkart is quite likely the oldest deal offering site of our country. It is in function from the year
2007. When it was launched, aim of the site was providing best priced books to the consumers
and thus they are called “Amazon of India” though it operates various domains now such as elec-
tronics, movies, mobile devices, games, computers, cameras, music, healthcare and personal
items along with home appliances. Many groundbreaking ideas are there that Flipkart efficiently
carried out such as COD, 30-day replacement policy, EMI, etc.

Yebhi.com
Big Shoe Bazaar India Pvt. Ltd. owns the Yebhi.com and it is the quickest developing company
in the lifestyle category of our country. it encouraged selling multi-brand footwear online with
the help of www.bigshoebazaar.com that turned to www.Yebhi.com and results in extension of
 various categories such as clothing, bags, mobile devices, accessories, and jewelry. Yebhi.com
commenced in August of 2009 and it is among the fashion stores which go by the concept of buy
first and sell later. The policy is distinct from other online shops. Yebhi.com buys products in
large quantity having recent fashion trends and preserves them in the 1 lakh square foot ware-
house they have, prior to selling it to customers. It is possibly the most important procedure
which advances Yebhi’s authenticity and encourages the company to preserve incredible devices
and perfect pleasure proportion. Company has a considerable assortment of footwear, jeans,
shirts, T- shirts, clutches, bags, etc.

As per the reference of Ramirez Nicolas (2010), internet has changed the various parts of peo-
ples’ regular daily existence such as the manner in which they relate and talk with one

another, how they speak with public, bank, how they read newspaper these days sitting before
television. Indeed, even the manner in which buy and sell products and services. The develop-
ments have occurred on account of the steady progression of companies offering new plans of ac-
tion and imaginative methods, one of which has met with terrific achievement and broken every
single past record; day by day online coupon destinations dependent on the intensity of procure-
ment. Refund coupons have reliably been ground- breaking promoting instrument. Not with
standing whether implanted in print publications or mailed through letter boxes, they pulled in
new consumers and were similarly offered during the season of obtaining to advance buyer stead-
fastness by allowing repeated purchases through retail outlets.

1.4.3. Factors contributing to the growth of Online Purchase

According to Grewal et al (2002), web-based buying is developing likely in attention to the needs
of consumers. This is empowering the purchasers to effectively accomplish learning with regards
to brand name, consistency of product quality, product features, product availability, require-
ments, and product prices, and compare those of a similar kind of another company brand. This
concludes that they would now have increased option to choose where they can make clever pur-
chasing decisions in a way which is unreasonable by the standard shopping as per Brown et al.
(2003). According to Monsuwe’ et al, (2004), this is also helpful for them to have privacy in pur-
chasing certain individual items for which they may feel awkward in purchasing them from phys-
ical stores. According to Brown and Reid (1997), standard activities such as shopping for basic
items have become more simpler and easier for consumers who do not enjoy lugging their shop-
ping cart around the store and who do not like to shop at crowded places (Brown et al, 2003).

Doing shopping allows people to save their travelling time as due to the reason that it permits
them to purchase goods directly from the home itself. This is mainly better for individuals who
are into extended employing hours and they can’t invest more time for shopping, and the internet
permits those kinds of people to purchase required things at any time, at any place during the
whole day. So, one of the important situational aspect is. the time restriction. In the view of Av-
ery (1996), the other aspect of going with online shopping is idleness, this feature is mainly ob-
served in people who are not desired to go out for shopping as because of the life complications
like disability due to health issues, illness or due to physical infirmities as per the reference of
Monsuwe et al, (2004).

The other important and demanding feature of online buying is no need of travelling where one
who likes to purchase from physical store has to travel to cover certain distance as per the loca-
tion of the store to purchase their required product. Accordingly, online shopping assists those
people to get back from this complication. For example, most of the individuals who are living in
more populated cities might not have suitable transportation amenities to travel for desired stores.
They might be pressured to purchase at the expensive city centers when there was no option for
online shopping (Dennis et al. 2007). It has been observed that there are certain consumers who
are moving towards online sources for purchasing the products which they are not finding in the
physical stores.

It shows that people these days, mainly youngsters are more interested regarding their physical
attire and fashion trends, As because of this interest, customers are engaged for online shopping
and this let them to be completely filled with enjoyment that look like an outflow. It is more cru-
cial to consider that those kinds of customers are observing for better service levels too. With re-
gards to online shopping, the consumer gratification will be more considered if the organization
maintains hold good user-responsive that let them to go with easy shopping and have a reliable
knowledge and experience (Strategic Direction 2012). The online merchandise stores perhaps
promote themselves for the products and services at reduced prices. For example, Amazon.com
utilizes this logic and technique to attract the sight of many consumers standing back from the
conventional kind of shopping. These reduced cost online merchandizing stores are showing a
great consumer advantage (Dobbs et al, 2013).

CHAPTER II

REVIEW OF LITERATURE
1. Introduction

In light of the various facets of the current study that were introduced in the previous chapter, the
major objective of this chapter is to provide data from current literature on the impact of social
media and related marketing methods on consumer purchasing decisions and behaviour for cloth-
ing in the context of consumers, including definitions, development, and current contexts. Back-
ground research, including a literature review, emphasizes a discourse of many other academics'
and academics' ideas and perspectives on the topic under investigation. This chapter is considered
vital and beneficial since it assists in the collection of relevant and necessary information regard-
ing the research subject.

The chapter is divided into multiple sections to give details on broader aspects. The overview of
social media is provided in the initial sub-section of the chapter. A discussion on Social Media
Marketing and its Applications is also undertaken based on the literature relevant to research. A
comprehensive study and understanding of literature review is required to assist the researcher in
gaining detailed knowledge about and insight into past research related to the study concerns.
Moreover, the research studies from the literature relating to Social Media Marketing in online
apparel purchases are discussed in the next section. Insights on consumer behaviour and the im-
pact on online apparel purchase are also offered by reviewing the current body of knowledge on
the chosen issue. In the following section, a review with an explanation of the assumptions and
related theories explored for the study undertaken that give the required basis to the research is
also provided. The further sub-section highlights the aspects of the effect of Social Media Mar-
keting studied in prior studies to assess consumer purchase behaviour for better understanding. At
last, the section closes with an exploration hole recognized, the conceptual framework, and pro-
posed hypotheses based on the variables from the studied literature.
1. Overview on Social Media

The word” Social Media” is referred to as the wider range of web-based or Internet-driven and
mobile services that facilitate effective participation of users within online social exchanges, the
contribution for user-generated content, or permit joining of online-accessible communities. So-
cial Media also termed “Web 2.0” includes typically blogs on diverse areas, wikis, various social
networking sites, many status-update services, different media-sharing services, and virtual world
content (Dewing, 2010).

McIntyre (2014) explained that displacement is the theory that explains the way media has
evolved. It states that as a new medium emerges, it rivals with and eventually replaces an older
medium. Displacement happens when two types of media considerably overlap, implying that
they fulfill the same requirements and must compete as a result.

According to Edosomwan et al. (2011), during the 1970s, the progressive developments of social
have happened. It was observed that users can log in to upload as well as download the software,
can read news, and even communicate with other users. It was in the 1990s that, various social
networking sites arose as a result. These sites are and have been internet-based specialized social
networks in which visitors could participate, including public policy advocacy sites and a social
media platform that is mainly on the basis of the web of contacts concept. In addition, blogging
platforms were also developed. In the year 2000, virtual entertainment got a tremendous lift from
the presence of different informal communication locales. The contact of individuals and organi-
zations with shared interests was greatly strengthened and modified as a result of this.

According to Geho& Dangelo (2012), conventional marketing methods are really no longer ade-
quate for keeping a business alive. Businesses have understood for several years that social con-
nectivity has become especially critical for marketing. Social media is difficult to describe and is
a two-way road that enables communication. Social Media is a technique for broadcasting and a
platform for interacting with others, whereas Social Networking is indeed a tool and a facility for
interacting with others. The "long tail" concept, which usually leads to conversations that may be
done over diverse forums, has been utilized by web-based social media to provide topics that
range to a wider audience. Conferences, phone conversations, and emails are among those few
types of interactions that lead to communication within a company. These channels of communi-
cation can be seen to have their own list of constraints,

which includes not remembering sending a message, not taking proper notes while having a
meeting, and searching for information within a large number of emails and these things have
been always a problem. The usage of social networking-based websites has also increased the
numbers of forms of communication and their effectiveness inside the organization.

Korenich et al. (2014) stated that the World Wide Web paved the way for the spread of social me-
dia to a much larger audience, laying the framework for Social Media 2.0. The original social me-
dia sites all had one thing in common: they improved how people communicated with one an-
other. When it comes to marketing strategy, social media has yet to realize its full potential. The
social media venues and technologies now accessible to marketers have the potential to not just
improve, but also fundamentally revolutionize the style and speed with which people interact as
individuals, corporations, and organizations. Almost all contemporary social media users utilize a
variety of platforms to communicate with their peers. Many people connect with businesses and
brands in order to learn more about their products or services or to take advantage of discounts.
Businesses might possibly use social media more successfully and strategically, according to pop-
ular belief.

Sajid (2016) explained that among various alternatives, the most effective strategy is using social
media. The usage of cooperative presses is growing in popularity. With respect to companies, it
provides an advertising and sales opportunity since it eliminates the usual middleman and con-
nects them effectively with consumers. In the present settings of the environment, social media
can be considered as the best alternative available for different businesses in order to connect
with prospective customers. Community-driven social platforms are used for social engagement.
Customers believe these new platforms because they engage with these forums on a more per-
sonal level. The role of social media in promotion is to utilize it as an engagement tool that makes
firms visible to people who are interested in their product and accessible to others who are unfa -
miliar with it. It should be utilized to give their object a personality and to make connections that
they would not have made otherwise.

Kasemsap (2018) mentioned that social media are becoming more widespread in various areas of
socio-economic life, despite its origins as a medium for social contact. When social media en-
tered the business world, it went unnoticed, enabling firms to set up fan pages and post news,
photographs and videos, mostly for the goal of enhancing their brand image.Companies, on the
other hand, gradually came to recognize the unique benefits of web

connection with consumers, as well as the potential for using this medium to expand their goods/
services offering and engaging customers in new product/service design and research. Since digi-
tal networks are getting more common among the population of young age groups, it is becoming
simpler for marketers to gain out to new customers (especially the younger ones).
Svatošová (2012) stated that the digital economy has reached a point where businesses must es -
tablish their brand and explore new business prospects in their respective marketplaces. These re-
sults show that in order to succeed in the long term firms must learn and acquire new abilities. In
today's commercial environment, marketing has taken center stage. This is evident in the fact that
marketing expenditures may account for up to 50% of total corporate costs in many organiza-
tions. Customer analysis in its broadest meaning is the buzzword in today's marketing. A business
that acquires a better understanding of its customers' demands, perceptions, preferences, and be-
haviour will surely gain a competitive edge. The importance of internet marketing is growing,
and it is progressively displacing conventional mass marketing. The Internet, beyond traditional
media forms, offers a novel place for bi- directional engagement with clients, and in this connec-
tion, social media acts as an additional layer. Hence, the new element adopted by the business
compels a novel technique to market as well as sales personnel's activities, demanding the estab-
lishment of innovative marketing concepts and also a complete switch in messaging. On the spec-
trum of Internet-based marketing activities, social media is the most recent and most contempo-
rary trend. According to statistics, it has grown into such a phenomenon in such a short time that
it may be considered a revolution on par with the Internet's inception. Companies that do not ad-
just to this trend will eventually go out of business. Social media should be given the attention it
deserves because of its relevance in the scientific and corporate worlds.

As indicated by Mammen and Bhakat (2019), social media is an advanced stage that permits
clients to get and share data, photos, recordings, and different sorts of media.In today's fast-
paced, competitive climate, it is very challenging for companies to survive. As a consequence, the
retail sector has undergone significant transformation. As retailers contemplate how to market
items and services to end users, social media may become more important. The retail business
makes substantial use of social media.Retailers utilize social media in their retail company to
maintain consumer relationships and as a tool to assess customers. Brands now have a new plat-
form to promote their commercials due to social media, and retailers should take notice. In every
manner, social media has aided the growth of businesses. Considering social media has spread to
every part of the globe, businesspeople may successfully use it to achieve their objectives. Con-
sumers may make purchasing decisions based on customer feedback at the same time.

Ramanathan et al. (2017) stated that over the previous two decades, the retail industry has seen a
significant transformation. Customers' purchasing patterns began to shift dramatically with the in-
troduction of the internet and social media. Sales promotions are often evaluated in the retail in-
dustry in connection to underlying sales drivers. The findings of this study aid store managers in
scheduling manufacturing, logistics, and distribution to assure timely replenishment. The quality
of the information in the supply chain, on the other hand, makes the analysis' findings legitimate
and valuable for decision-making.

Kwahk& Ge (2012) mentioned that the effect of using social media in e-commerce is becoming
increasingly significant. All actions that actors engage in in the social media setting have been on
the basis of social media-based interactions and relationships. These aspects have an influence on
the transferring of knowledge in the background of online commerce since social media interac-
tion linkages create avenues for information sharing and facilitate it. As a result, social media in-
teraction ties might be useful in stimulating consumers to be further participative and therefore
makes the interactions highly social.

Valerio et al. (2019) expressed that an interpersonal organization is an assortment of communica-

tions between people that keeps up with data, perspectives, and thoughts to impact different
clients. This innovative mode of communication is ascertained in the background of E-commerce
through a variety of tools including forums or other Client Generated Content made by a plenty of
virtual entertainment networks through which clients might share their considerations and con-
trast their shopping encounters and others to settle on a choice whether to buy from a particular
online business site. Currently, a large variety of platforms based on social networks allows trans-
fer as well as the growth of information in the context of online settings. Consequently, customers
are motivated to analyze as well as assess things and services on the website, and such digital
buying experiences are electronically disseminated in this case. In terms of efficiency and target-
ing, social media platforms are advantageous. In terms of the first point, social media marketing
is often less costly than conventional marketing methods. However, even with a minimal market-
ing budget, companies can execute effective social media campaigns. Since many social media
tools for businesses are free, as opposed to more lucrative traditional methods.

Sharma et al. (2021) explained that the web world along with Social Media (SM) can be consid-
ered to have a vital effect on "consumer" shopping intent within the digital time. Furthermore,
SM has significantly increased the apparel industry. "Word of Mouth" (WOM), which is gener-
ally considered an advertising instrument and propelling the garment sector, has been fast ex-
panding through social media networks as well with an ever-increasing user base. SM has
evolved into a filtered channel of information through which many eyeballs pass each minute,
making it a useful tool for clothes merchants. The brands associated with the apparel segment are
strengthening their relationship with "costumers," and since most of the users of SM can be ob-
served to be young, the marketing activities based on A new generation of consumers is being in -
troduced to the world of luxury goods via SM. There are several events for businesses on social
media that may help reduce misconceptions and prejudices about companies, as well as improve
brand value via the exchange of information and ideas among online consumers.

2. Social Media Marketing and its Applications

Saravanakumar&SuganthaLakshmi (2012) explained that most online people are on social media
which also includes present-day businesses, irrespective of the size of their set-ups. All of these
have started utilizing the platforms not only to market but also to promote themselves adequately.
It is seen that large enterprises implement social media practices to have communication about
their strengthened presence along with better customer relationships. Social media marketing can
be defined as the practice of using these interactive platforms to enhance online existence and
promote businesses and offered services. These interactive platforms are advantageous in devel-
oping social along with commercial ties and exchanging knowledge and ideas.

Tuten (2020) explained that the current, as well as the trending element in the business, is the
marketing based on social media. The approaches applied to market the products and services
have been totally altered as an outcome of using social media. By using blogging services, latest
pictures, and user-based ratings, these kinds of marketing practices have actually made businesses
accept feedbacks, user-driven comments, along with the required suggestions from their cus-
tomers. This leads to improving their entities and offering services to respond back

to consumer needs in a highly dedicated manner. Consequently, due to such media, advertise-
ments, as well as marketing, have been observed to be totally modified. In marketing, social me-
dia is mostly about leveraging people's natural communication platforms to develop relationships
with them and fulfill their expectations. Social media platforms are being used by several compa-
nies to spread good word of mouth about themselves and their products in order to meet the needs
of consumers.

Wang & Zhang (2012) mentioned that people, information, management, and technology all play
a role in the social e-commerce environment. Each customer and seller are included in people’s
aspect; consumer-generated content is included in the information aspect; business- related strate-
gies, frameworks, guidelines, and further concerns which significantly raise economic advantages
or profits are included in the management aspect; and the aspect of technology includes hard-
ware-software, the infrastructural set-up, mediums, applications, and other factors. The online at-
tributes of every user in the people aspect, content forms in the information aspect, features of
business mediums in the management aspect, and mediums or application features in the technol-
ogy aspect are just a few of the factors that can influence consumers' shopping behaviours.
Komodromos et al. (2018) mentioned that online shopping is slowly but steadily gaining popular-
ity among internet users all around the world. In order to develop an e-sales strategy, organiza-
tions may be asked about the products they wanted to offer and the ways in which they wanted to
sell them. Few e-stores offer their product lines really successfully, whereas others often fail to do
so. Many organizations considering online retailing should assess if their items are appropriate
for sale through an online retail platform, among many online platforms which would be the most
suitable one, and if customers would buy these products through online medium.

Dwivedi et al. (2021) explained that for social media marketing, businesses employ a variety of
social media channels. Enhancing brand communication and improving service interactions are
two significant benefits that this marketing may give to retailers. Such marketing strategies might
even be beneficial after a purchase has been made. The ability to communicate with customers is
one of the various advantages of involving virtual entertainment for business purposes. Because
of online entertainment, the approach to conveying and receiving feedback has changed signifi-
cantly. Companies in today's highly competitive marketplace are enjoying the rewards of social
media.Marketing messages

positioned correctly within interesting blog posts are an excellent way to promote the organiza-
tion. Social media promotes brand recognition whilst still facilitating businesses to inform clients
regarding the products and services they offer.

Bansal et al. (2014) mentioned that every business has various demands when it comes to social
media marketing. Many of those demands, however, may be satisfied using the same marketing
tools that are adapted to a company's unique scenario. A corporate blog is one of the numerous
web-based entertainment showcasing stages that might help any business. The firm may engage
with its consumers and future prospects using this technology. A microblog, on the other hand, is
a sort of blog in which corporate entries are shorter than those on a standard blog. The corpora-
tion can have postings up to several thousand words long on the blog, but the amount of charac-
ters for each article is limited. Websites that allow users to upload organize and share links and
other information with other users are known as social bookmarking sites. Video sharing is an-
other useful tool. YouTube is the most notable and generally utilized video-sharing site on the
web. Companies may put their views over the video posts of others, share posts with other audi-
ences, and also sell out their offerings for less price when compared to television commercials.
Professional Networks is a definite social networking site for busy professionals who do not have
enough time to invest in their frivolous hobbies. It can also be an ideal marketing strategy for
those organizations operating in the mode of B2B selling, as well as other domain experts. Pre-
sentation-Sharing Websites may also be considered as a means to market offerings and a commu -
nity where users may create and share presentations with others. It is an excellent tool for any or-
ganization.

Park et al. (2014) explained that with the fast growth of social networking services (SNSs), many
e-commerce retailers have started to interconnect the web pages to SNSs, creating a socially ac-
tive network infrastructure for their e-retail stores. SNSs can be considered as online services
which concentrate on forming as well as projecting socially active networks or social relation-
ships between individuals. Many conventional e-retailers are benefiting from social media inte-
gration to increase their company success. Clients may make more accurate purchasing decisions
by collaborating with trustworthy persons online, and Online shoppers are bringing their whole
social networks to shopping websites, allowing e-retailers to effortlessly contact more target cus-
tomers.

Jothi &Gaffoor (2017) stated that in terms of online commerce, the present web-based customers
have more impact and arranging power than customers in actual stores, Because of

the Internet's expanded inclusion among buyers and item/specialist organizations, as well as more
admittance to data about items and administrations. – When the Internet was introduced, buyers
had more power since they could easily compare and evaluate things without the influence of
salespeople. Concentrating on the effect of web-based entertainment showcasing on the buy
choice cycle in web based retailing, specialists found that when the degree of message openness
and the relationship laid out between the scope of data given and the purchaser who is going to
make a buy are considered, interpersonal organizations assume a part in affecting buyer conduct
in computerized conditions.

Qu et al.(2013) also stated that social media sites on the internet are fast blending into the realm
of electronic business (e-commerce). On e-commerce platforms, a wide range of applications
have been deployed. Online stores have a lot of options to create their brand, market their prod-
ucts, and sell them via internet-based social media. Furthermore, e- commerce platforms with so-
cial commerce capabilities provide e-tailers with unparalleled opportunities to create social inter-
actions with a large audience of past and future buyers as well as other vendors. In the context of
e-commerce, soliciting advice in online discussion forums might help e-tailers diversify their
sources of job-related knowledge. Consequently, the price of locating useful resources is de-
creased

He et al. (2017) observed that there are five factors that impact the utilization of online entertain -
ment by organization proprietors: This includes (a) personal attributes, (b) social media percep-
tion, (c) peer social influence, (d) current business performance, and (e) the objective for adop-
tion. The usage of social media by business owners has been cited as a crucial factor in their suc-
cess in connecting with customers. After seeing how their peers were utilizing social media to
grow their consumer base, other company owners decided to give it a go.

According to Jordan (2018), implementing effective social media marketing (SMM) tactics to at-
tract clients is a major problem for company owners. They concentrated on little organization
shippers' utilization of web-based entertainment promoting (SMM) to interface with their pur-
chasers. In view of results from this examination, SMM systems and virtual entertainment stages
were utilized by members to associate with clients. Since online marketing boosted brand aware-
ness and customer perception, business owners should use social media to promote and distribute
product information.

Dolega et al. (2021) noted that social media has emerged as a vital digital marketing tool for pro-
moting corporate products and maximizing earnings owing to the fast progress of digital technol-
ogy. Every day, social media users exchange 3.2 billion pieces of content, up from 27 million in
2011. Companies are increasingly relying on Facebook (FB), the world's most popular social me-
dia network, for communication and marketing reasons as the number of social media users rises.
Since virtual entertainment stages are turning out to be more significant in the computerized age,
this implies that merchants are altering how they sell their goods and interact with consumers. So-
cial media engagement and organizational results have been linked by researchers working for
one of the largest online retailers in the UK, Dolega and colleagues (2021). There is no signifi-
cant increase in product orders or income as a consequence of utilizing web-based entertainment,
as indicated by the review's essential outcomes. On the opposite side, expanded utilization of
web-based entertainment brings about a lot higher orders and deals pay, with Facebook arising as
the best channel. Web- based entertainment advertising's adequacy fluctuates relying upon the in-
tricacy, cost, and brand status of the item examined.

In view of an increased interest in high-end fashion brands' utilization of social media marketing
(SMM), Kim & Ko (2012) used a structural equation model to determine features related to activ-
ities of SMM and explore the association between different variables identified for the study.
There is a considerable negative correlation in the link between brand value and the other three
components of customer equity: value, relationship, and loyalty. Value equity and relationship
equity both had strong positive impacts on purchase intent, while relationship equity appeared to
have no effect. Purchase intent seems to be linked to consumer equity, at least in theory.

3. Social Media Marketing in Online Apparel Purchase

For marketers, the advent of e-commerce via platforms such as Social Media (SM) has opened up
new avenues for raising product awareness among consumers, according to Sharma et al. (2021).
Working with others is a tried-and-true method for improving one's public image. The SM cloth-
ing business, which makes a substantial contribution to the marketing sector, has grown tremen-
dously as well. As a result of its influence on the apparel business, SM has made it possible to ef -
fectively communicate with a huge number of people. However, social media plays a crucial role
in customer communication, which leads to improved visibility in enhanced purchasing behav-
iour as well as a rise in brand knowledge,

engrossment and engagement among customers. The clothing industry is benefiting from the
"Word of Mouth" (WOM) marketing strategy, which is gaining traction on social media plat-
forms with an ever-increasing user base. With millions of people using it every minute, social
media has transformed into a valuable marketing tool for retailers of all kinds. Sharma et al.
(2021) conducted research on the usage of Social Media Marketing Activities (SMMA) for the
marketing of fashionable items such as clothes, and to what extent businesses' SMMA activities
effectively build customer relationships and stimulate purchase intent. The "customer"-brand re-
lationship has a favorable as well as highly meaningful effect on customers' intention to buy via
SM, according to the studies.

Fashion, according to Ahmad et al. (2015), is a business that is well-suited to social networking.
It is important to note that when we speak about fashion industry social media, we are alluding to
sites and other internet based stages that empower the design area to speak with its clients utiliz-
ing the latest person to person communication innovation. The style business is utilizing web-
based entertainment to investigate and expect style and ways of behaving. That it has turned into
a sensation is to a great extent because of its utilization of web-based entertainment. In the wake
of Facebook and Twitter's ascent, the Factionists have found a new source of inspiration. It's pos-
sible to get a wide range of perspectives on a variety of topics from fashion blogs to livestreams
of runway displays, from the most important shows to social shopping. Fashion's most important
runway is now located here. Ahmad et al. investigated the effect of web-based entertainment on
the design business (2015). To have superior information because of online entertainment on the
style business and how invaluable it is for the design area to utilize web-based entertainment
stages in its publicizing methodology, essential information was gathered. As per the outcomes,
there is a solid connection between the style business and virtual entertainment. Social media's re-
lationship to the fashion business is so strong that even a one-percent rise in social media would
result in a 20.6% increase in the industry.

According to Jayasuriya et al. (2017), the fashion industry is one of the world's most lucrative and
dynamic. It has a market capitalization of $3 trillion and is equivalent to 2% of global GDP. Since
it's a company that's all about the glitter and glamour, it's thought to be great for social media
marketing. Due to its substantial brand resources, this industry is highly valued. Because of this,
fashion companies are turning to social media marketing to boost the value of their brands. Social
media may be used by marketers to target certain consumer groups

once they've screened potential customers. Utilizing information from a new examination on
Facebook promoting capacities and their relationship to mark value, Jayasuriya et al. (2017) dove
into web-based entertainment advertising. Web-based entertainment hypothesis and brand the ex-
ecutives writing are united in this review. Researchers can now better grasp how Facebook's mar-
keting strategies and brand equity are linked, according to this study's new structural model based
on theory. Until further notice, this study was restricted to Facebook on account of the far and
wide utilization of virtual entertainment. Future studies might expand to other widely used social
networking sites.

An increasing number of consumers and a widening market have helped the luxury market ma-
ture in the fashion industry, according to Kim & Ko (2012). Luxurious goods and services are
based on high-quality brand assets, which are crucial to their success. Some time ago, extrava-
gance design organizations could depend on solid brand resources for guarantee bring clients
back.As a result of this, there have been a number of new high-end fashion brands introduced in
recent years, accompanied by fierce rivalry, heralds unanticipated market developments. Many
high-end establishments have their own Twitter profiles and Facebook pages. Consumers and
companies are communicating with each other and across time, space, and media, converting con-
ventional uni-directional communication to a dynamic bi- directional direct interaction. In this ap-
proach, brands and consumers work together to build additional features, operations, business
strategies, and values. One of the primary goals of social media marketing (SMM), which is
sometimes described as two-way communication, is to engage with the younger generation while
also reinforcing the well-known feelings associated with existing premium brands. Using social
media to promote a brand may help dispel skepticism and prejudice towards the company while
also enhancing the brand's value by giving customers a place to voice their opinions and learn
more about the brand. An underlying condition model was utilized by Kim and Ko (2012) to dis-
tinguish the attributes of SMM exercises and to survey the connections between these apparent
exercises, esteem value, relationship value, brand value, client value, and buy expectation. The
results show that a luxury brand's social media marketing activity entertains clients by providing
a wide array of unpaid content along with social network-based activities, and allows for seeking
information that is personalized in nature. Users interact with the brand's social media channels,
which can result in word-of-mouth effects and contain fashion as well as trending characteristics.
According to Khan et al. (2019), shifting consumer attitudes have been a major factor in the de -
velopment of fashion in recent years. Increasing numbers of consumers are increasingly fashion-
conscious and keeping up with the current trends. They may be more concerned with the image of
prestige products and hence look more prominent than people who have a less developed sense of
fashion. Consumers with heightened brand recognition tend to buy more costly and well-known
products. They employ trademarks to convey distinction and a position of power. Subsequently,
virtual entertainment offers amazing open doors for making and improving style cognizance,
brand recognition, and value awareness. Brand recognition is also aided by social media market-
ing. When customers are well-informed about a brand, they are more likely to return. Similarly,
social media marketing efforts may improve customer value awareness, and consumer return in-
tentions are positively connected with value consciousness.

According to Kawaf&Istanbulluoglu (2019), as virtual entertainment advertising is too essential

to possibly be left alone to the showcasing office, it is proposed that the entire firm should take a
comprehensive procedure to resolving the issue. Another essential feature of social media market-
ing is the fundamental change in communication and the way consumers produce, distribute, and
collect information on the Internet. Especially when making an online purchase, customers de-
pend on reviews posted by strangers and those they don't know on social media as their primary
source of product knowledge. According to study, Facebook users join pages for four main rea-
sons: socializing, entertainment, self-status seeking, and information seeking. This means that
users alter their behaviour in order to show themselves in the best possible light. To promote their
self-presentation on profile pages, consumers generate apparel-related sponsored material on
Facebook. Consumers want to engage with certain companies while avoiding others, according to
these results. It has been determined that traditional social media activities were less effective ow-
ing to the nature of fashion and its linkage with identity, social connections, and self-presentation.

According to Nash (2019), the high-street fashion retail company is a dynamic and forward-
thinking industry that is keen to adopt new technologies. As quick fashion and huge online- only
retailers emerge, the industry is experiencing a tremendous shift. As a persistently evolving mar-
ket, the increment of buyer interest and expanding client assumptions have hurried this cycle.As a
consequence, companies need to be forced to think outside the box in order to adapt to the shifts
in customer behaviour that these upheavals have brought about.

The use of SM in retail helps expedite the delivery of material to customers. To find out how
much social media (SM) platforms impact Generation X and Y consumers' purchase choices in
retail fashion, Nash (2019) performed study. There are a variety of factors at play, both inward
and outer, that impact clients' choices and impression of high-road style retailers, and the utiliza-
tion of web-based entertainment just supports these impacts (SM).These platforms' effect on con-
sumer choices will only expand in proportion to the amount of people actively using them, the re-
search revealed, but social media is not the only source that impacts their purchase decisions.

According to Chaturvedi & Gupta (2014), social media technology have made it easier for mar-
keters to reach out to their clients. As a result of social media's ability to connect directly with
consumers, companies are able to build stronger relationships with their customers. India's Gar-
ment Industry (AII) is a major player in the global apparel market. It was initially disorganized,
but the situation has evolved over time. It was mostly initiated following India's economic liberal-
ization in 1991. The Indian apparel industry received a much-needed boost as a result of the econ-
omy's opening up, and it is now one of the world’s largest.

A study done in Jaipur by Chaturvedi and Gupta (2014) looked at the influence of social network-
ing platforms on online garment purchasing behaviour. E-shopping, it was revealed via secondary
data analysis, is more convenient for consumers since it saves them time, is less costly, and offers
a greater variety of options and maybe products and services. The majority of internet shoppers
are between the ages of 21 and 30, and they are influenced by social media networking sites for
purchasing.

Cho & Son (2019) mentioned that the sensation of belonging and attachment that occurs within
close interpersonal interactions is referred to as social connectedness. What distinguishes e-com-
merce customers from social commerce consumers is their social connectedness through social
media. Individual customers establish social connections with brands and other customers in so-
cial commerce and use those connections to share and support their pre-buy, buy, and post-pur-
chase experiences. Cho and Son (2019) did research to see what influence social connectedness
plays in predicting customer intentions to use social commerce in their apparel purchase. In this
study, the TAM is employed as a theoretical framework. The suggested model revealed that so-
cial connectedness has a considerable impact on social commerce's a person's opinion of some-
thing's usefulness or fun Vendors and service providers have been able to expand their operations
via social commerce because of the popularity of social media, according to the research. Users
are more likely to create good relationships with stores or brands as a result of social connections
on social media platforms, which improves their favourable views and intents to utilize social
commerce in apparel purchasing. Discoveries uncover that the more web-based entertainment
clients get warmth and social help from different clients, the more simple, more useful and pleas-
ant social commerce becomes.

4. Consumer Buying Behaviour and Online Apparel Purchase

According to Rungsrisawat et al. (2019), we have the option of adjusting the timing and place of
delivery to fit our demands via online shopping. Because of developments in technology and the
spread of the internet, online shopping has reached its peak in recent years. It is indeed challeng-
ing to stay up with the customer's profile of requirements and desires because clothes and fashion
trends change so quickly. As a result, Rungsrisawat et al. (2019) conducted research to determine
the important characteristics that influence motivation for online purchases. There is a positive
correlation between online purchasing behaviour and perceived advantage, and this helps to build
more favorable online purchasing behaviour. Furthermore, perceived risks are adversely corre-
lated with online buying behaviour, whereas psychological elements such as trust are favorably
linked or correlated with it.

According to Sundström et al. (2013), whether in the actual or virtual worlds, individuals are con-
stantly exposed to a wide range of signals and stimuli, in the present consumer culture, which is
defined by multi-channel consumer behaviour. As online impulse buying grows more common,
e-retailers devise tactics to raise the possibility of unexpected purchases, and websites are built to
encourage impulsive behaviour. Online purchase of apparel, as noted, is a setting where impul-
sive buying is more likely since the items arouse emotions and want. As a result, in today's highly
competitive retail fashion industry, understanding why, how, and when consumers buy is critical
to success, and there is a clear need to create consumer insight. Sundström et al. (2013) conducted
a study to examine young Swedish consumers' impulsive online apparel shopping behaviour.
Consumer personality appears to be a major influence in impulsive purchasing behaviour, accord-
ing to the research, and one of the most common personality traits is the ability to quickly give in
to unexpected desires. While making an impulse purchase, triggers are quite important. Con-
sumers believe the product is good value for money, which is a major trigger. Consumers are
readily enticed by discount

offers and the chance to get a good deal. The consumer's impulsive buying is influenced by inspi-
ration from peers, particularly through photographs on social media.

Consumer demand for fashion clothing has increased as a result of the growth in designer labels,
retail brands, personalization, customs, and advertising in today's global economy. The fashion
business has seen significant structural changes in recent decades. Even the greatest intentions
and operations in the fast-changing fashion sector might be thwarted by economic change and ri-
val activity. The marketer will be able to attract and retain their target customer group if they
have a thorough awareness of their preferences. Aside from that, while the apparel business ap-
pears to be maturing and development is moderate, the typical successful clothing trend today
lasts just a few months due to the rapid acceleration of fashion trend cycles.

Rajput et al. (2012) performed a study to analyze Indian female customers' purchasing behaviour
and to better understand the important aspects influencing female consumers' participation with
trendy branded clothing. Based on the findings, it was shown that females are completely aware
of branded apparel, and their buying habits indicate that they buy these things only seldom. Fam-
ily and friends were determined to be the most significant source of knowledge, followed by the
internet and advertisements. Price, Fitting, and Consumer Income Level are all key determinants,
according to the study.

Sultan & Uddin (2011) said that marketers are having a hard time figuring out what their con-
sumers want when it comes to internet selling. A competitive advantage may be gained by gain-
ing an understanding of customer attitudes about online shopping, increasing the aspects that at-
tract customers to shop online, and concentrating on the characteristics that inspire consumers to
buy online. One of the most important tasks is to choose theories that support the study question.
One of them is the Consumer Buying Behavior Process, which aids in determining what factors
impact a consumer's decision to buy something online. Icek Ajzen (1988, 1991) presented Theory
of Planned Behavior (TPB) as an extension of Theory of Reasoned Action. This is a crucial no-
tion because it establishes a relationship between attitudes and behaviour. It enables one to com-
prehend how one may influence people's behaviour. This theory will aid in understanding how
consumers' shopping habits have shifted to internet purchases rather than in-store purchases.

Saricam& Okur (2019) used the TPB model to analyze the approach of customers' intention to-
ward sustainable fashion purchasing in the setting of sustainable fashion apparel. The study's hy-
pothesis was that the fashion industry truly creates, produces, markets, and delivers items to ful-
fill the needs of end consumers and that it collaborates with textile and garment manufacturers on
one side, and distributors and distribution channels on the other. Based on the findings, it can be
concluded that the attitude toward sustainable fashion goods, which is influenced by subjective
standards, is the most important factor influencing purchase intention. Perceived behavioural con-
trol has been demonstrated to have little impact on purchase intent.

In the fashion industry, Generation Y (Gen-Y) consumers have a significant impact because of
their effect on spending across a wide range of product categories, including fashion. About 70
percent of Gen-Y consumers' income is spent on apparel and accessories because they are ob-
sessed with fashion. When it comes to fashionable clothing, Valaei and Nikhashemi (2017) did an
exploration on the variables that impact Gen-Y shoppers' perspectives and buying tendencies. A
laid out hypothesis to make sense of convictions and conduct might be used to explore con-
sumers' purchase intentions for any particular service or product, according to the study's hypoth-
esis. The TPB, social identity, and optimal uniqueness theory were employed in the present re-
search to examine how consumers' views and purchasing intentions are shaped. The results sug-
gest that Gen-Y consumers' opinions of fashion goods are shaped by brand and self-identity,
which drives consumer behaviour. Therefore, brand, style, cost, and social character are the most
powerful factors in Gen-Y customers' buying expectations for design things.

According to Shepard &Pookulangara (2014), a growing number of customers are concerned

about social responsibility and sustainability, which has resulted in increased interest in and sup-
port for the more recent slow fashion trend. Slow fashion emphasizes superior craftsmanship,
small manufacturing lines, and equitable working conditions across the supply chain. Slow fash-
ion is on the increase, according to retailers, as people consider their purchases more carefully.
Slow Fashion allows consumers to invest not just in a piece that will last for years, but also in the
integrity of the manufacturing process. Consumers' intentions to buy Slow Fashion Apparel was
investigated by Shepard and Pookulangara (2014). The theory of planned behaviour serves as the
theoretical underpinning for this suggested research. If the behaviour is deliberate, the TPB
framework can anticipate its

recurrence with a high degree of accuracy. “Perceived behavioural control, attitude, and subjec-
tive norms were shown to impact the desire to acquire Slow Fashion, according to the results.

According to Negm (2019) the fast-fashion idea plays a vital role in today's fashion sector. Fast
fashion refers to retailers adjusting their business practices in order to bring the current trends into
stores as quickly as feasible and at a low cost. Fashion is a developing and dynamic component of
popular culture. As a consequence, students, practitioners, and researchers need access to up-to-
date information in order to better understand how fashion affects consumers' everyday lives.
Negm (2019) did a study to find out what aspects customers consider while choosing, using, and
discarding fast fashion items that meet their demands. The study looked at the elements that im -
pact fast fashion buying intentions as well as the behaviour of fashion purchasers. The study
backed up the fact that social psychologists use the Theory of arranged conduct (TPB) utilized as
a system for anticipating future way of behaving. TPB states that thoughts and their connected
mentalities, emotional standards, and saw conduct control sway the goals that lead to genuine ac-
tivity. This research uncovered and prioritised the most important factors that influence and effect
the behaviour of fashion buyers. Consumers' purchasing decisions were impacted by a variety of
elements, including a combination of libertine and reasonable attire credits, media openness to the
style business, and mentality, emotional standard, and saw social control (TPB).
According to Chi & Zheng (2016) in 2011, 17 % of customers were interested in environmentally
friendly apparel (EFA), up from 4% in 2005. As a result, Chi & Zheng (2016) conducted a study
to evaluate the elements that have a major impact on Chinese consumers' EFA purchasing inten-
tions. The hypothesis of contemplated activity and the hypothesis of arranged conduct [i.e., de-
meanor, emotional standard, and saw conduct control (PBC)] are joined with extra precursors and
mediators [i.e., saw customer viability (PCE), past way of behaving, EFA information, coopera-
tion direction, and long haul orientation] to make a superior model for EFA buy goal. According
to the findings, attitude, subjective norm, PBC, and PCE all have substantial beneficial impacts
on the purchase intent for EFA, whereas PBC and other variables such as EFA knowledge help to
strengthen linking among attitude and purchase intent for EFA. Furthermore, customers that con-
sidered further regarding within-group participation were highly inclined to follow the subjective
norm by feeling more successful while protecting the environment.

Youn et al. (2021) mentioned that while many fashion retailers faced financial difficulties as a re-
sult of the COVID-19, those that already had a strong e-commerce operation were able to stay
afloat. Since COVID-19 came out, fashion consumers have changed their shopping patterns. To
prevent coming into contact with the COVID-19 virus, many fashion shoppers have chosen to
stay away from physical establishments during this pandemic. As a consequence, fashion buyers
are now making their purchases online rather than in stores. In response to customers' increased
demand for online shopping, fashion retailers have been strengthening their digital shift into on-
line platforms and e-commerce marketing. Customers' self-protective reasons, such as danger and
coping evaluations, had an effect on their views, which in turn explained fashion customers' chan-
nel switching behaviours (i.e. attitudes, behavioural control and subjective norms), according to
Youn et al. During COVID-19, channel switching was studied using the protection motivation
theory (PMT) and the theory of planned behaviour (TPB). Consumers' attitudes and subjective
norms about channel switching were found to be explained by their judgments of the severity of
the COVID-19 danger, according to the results of the threat assessments. When it came to switch-
ing channels to online merchants, consumers' perspectives and subjective standards influenced
their behavioural intents, but behavioural control had little impact on their decision. Consumers'
perceptions of their ability to adapt to online enterprises may have less of an influence on their fu-
ture choices of shopping channels, given that the majority of customers presently purchase fash-
ion products online.

5. Effect of Social Media Marketing on Consumer Buying Behaviour

Ng, David and Dagger(2017) addressed that Consumer awareness has been the primary goal of
the various marketing content and media for the past few decades. This has been considered to in-
crease the demand for the products. The modern world has been transformed by recent technolog-
ical advancements, rapidly changing business environment. Consumers increasingly rely heavily
on social media to make purchasing decisions, according to the experts. Consumers' perceptions
of a product are influenced by these media throughout the various stages of their purchasing
process the process of making a purchase decision It is considered user-generated content to be
regarded as a reliable and influential source of information by customers the ability to pay atten-
tion, gather the information you need, and form your own thoughts and conclusions perspectives,
purchasing decisions, and customer feedback and complaints.

Minazzi (2015) during the purchase and post-purchase phases, consumers use social media to jus-
tify their decision or express their satisfaction or dissatisfaction with the product. This validation
and expression is aided by surveys on consumer experiences with a variety of products and ser-
vices, as well as customer feedback. Alternatively, customers can read through the positive and
negative comments and evaluations left by other customers of the same brand or of different
brands. Discussion forums and online communities for brands allow users to connect with others
who share their interests in the product and seek answers to their questions from a diverse group
of other social media users and product users (Minazzi, 2015). Customer-to-customer, customer-
to-business, and customer-to-organization discussions have been reinvigorated by social media,
which has made consumers the driving force behind businesses (business-to-business).

Bhatti (2018) investigates the effect of social media intervention on product advertising, discount-
ing, and consumer purchase intentions. Promotion has an impact on consumers when they make a
large number of purchases. Sales promotion is a motivating strategy for increasing brand sales.
Push, pull, and a combination of the two are the strategies. Push approach, in which distributors
push the product to customers via discounts, personal selling, buyback guarantee, free trial, al-
lowances, and competitions. In a "pull" technique, customers get the goods from distributors in
exchange for freebies, games, discounts, premiums, loyalty rebates, and cash returns. Social me-
dia is used to promote products and services. As a consequence, there is a correlation between
customer buy intent and sales promotion.

According to Helal et al. (2018), the millennial generation refers to those who were born between
the early 1980s and the early 2000s. This generation is distinct from prior generations in that the
millennial concept of communication is that it is always available and instantaneous; hence, barri-
ers such as time or location have no bearing on their existence of technology. Design organiza-
tions that transition to online channels have a superior possibility being seen as a unique brand in
view of their internet based presence, and it permits a more extensive special interaction with re-
cent college grads. Everything from clothes and accessories to perfumes and cosmetics, as well as
watches and jewellery, is part of the fashion industry. Helal et al. (2018) conducted research on
how social media is rapidly becoming conduits for consumer reality, with a focus on the millen-
nial generation's use of social media in the clothing and accessory industry. According to the re-
sults, millennial consumers may enhance their social identity via brand connections, which can
impact brand discernments among youthful clients through both pragmatic and emblematic ad-
vantages.

Silvia (2019) et al. Online entertainment and advanced promoting exercises are urgent for ex-
panding pay as well as for bringing down the cost of customary advertising. Virtual entertainment
is basic for a fruitful advertising plan. Instagram and Youtube are the most famous virtual enter-
tainment organizations and Influencer Marketing stages in promoting methodologies. Virtual en-
tertainment the executives instruments for planning and checking as well as a web-based enter-
tainment listening device are prescribed to screen what individuals are talking about a brand and
item.

Jena, A. (2013) used analytical tools like the chi-square test, correlation, regression, and factor
analysis to examine consumer behaviour patterns, awareness of online shopping, preferred cate-
gories for online shopping purchases, and satisfaction. A convenience sample of 360 people was
drawn from among the study's participants. In terms of online shopping preferences, apparels,
books and footwear, came out on top. Customers were enticed to buy online by the "anytime,
anywhere" concept. On the internet, detailed product information enticed consumers to buy.
There has been a decrease in the frequency of offline purchases as a result of online shopping.
Web design was not as important as user friendliness and product display. In addition, this study
found that prior to online purchases, information searching was less prevalent, while price com-
parisons between online and offline stores were preferred by the shoppers.

It was found that Michael Putter (2017) focused his research on the influence of social media on
customer purchasing intentions. Finding out how social media impacts organisations' marketing
and branding initiatives was the purpose of the research. Involving virtual entertainment as an up -
per hand is turning out to be more indispensable for organizations. Companies are putting a high
importance on social media, thus researchers feel it is crucial to explore how social media might
impact customer brand impression and purchase intentions. According to the findings, marketers
have been using social media to enhance consumer perceptions of their brands. The researcher
has done extensive research on branding, brand equity, collective value creation, brand aware-
ness, and purchasing intention. An important goal of this research is to uncover new and effective
ways to engage customers via social media marketing.
Sunil (2015) investigated the patterns and practises of online and customary shopping for goods.
The research was conducted in the Delhi-NCR region. To achieve the study's goal, 875 persons
were selected at random and their data were gathered using simple random sampling. The study
also looked into the factors that influenced online buyers. Pre-sales offers, policies for after-pur-
chase, and better selections were all found to influence buyers' purchase decisions, according to
the study's findings. The data was gathered via the use of factor and principal component analy-
sis. According to the findings, in the age of dot-com competition, marketers of both selling for -
mats must work diligently to entice customers to their place of business. The results of the study
were taken into account when formulating policies and strategies, which will undoubtedly aid
marketers in luring customers. Buying decisions are made today based on the marketing contribu-
tions of any company that provides shopping services.

How social media affects consumer decision-making was examined by Ethel Lee (2013), this
study used a quantitative approach that was tweaked to fit its needs. Anecdotal evidence was
gathered in Turku, Finland, in May 2013 through the distribution of surveys to local residents. In-
dividuals are utilising social media to gather information prior to making a decision prior to buy-
ing something. Individuals have been found to use social media to conduct informational searches
in comparison to the traditional media, but the information exposure was selective and subjective
during this time frame searching for information in an organised manner. An individual's attitude
was deemed crucial for information acquisition and evaluation. Nevertheless, the researcher pro-
vided insights to companies that the making a shift and considering the social media trend.

As explained by Park et al. (2021), the millennial generation has grown richer than previous gen -
erations during childhood and adolescence but also has values that contrast from those of their
folks' age because of a baffling reality in the public eye they have been gone up against with since
becoming autonomous grown-ups. Besides, Millennials are less keen on veritable gathering gath-
erings or occasions, regardless of whether the age is perceived for effectively captivating in web-
based exercises and apparently communicating their thoughts on the web.Park et al. (2021) car-
ried out study on the use of social network services (SNS) to empirically assess users' intention to
continue at the individual level and simulate users' behaviour to continue at the group level, as
most would consider to be normal to be applicable as a group of people yet to come of the pur-
chasing group. Because of this, every one of the elements of SNS inspiration, thickness, and cen-
trality is emphatically connected with stream. SNS use and centrality are emphatically connected
with social award.
 CHAPTER 3
REASEARCH METHODOLOGY

OBJECTIVES

• Assess the frequency and extent of engagement with fashion-related content on so-
cial media platforms among the target demographic.
• Determine the influence of social media marketing on fashion-related purchase deci-
sions among consumers in the fashion industry.
• Investigate the correlation between social media presence of fashion brands and con-
sumer trust and loyalty towards those brands.
• Explore the effectiveness of targeted advertisements and promotional campaigns on
social media platforms in influencing consumer behavior within the fashion industry.
• Examine the role of social media interactions, such as comments, likes, and shares,
in shaping consumer perceptions and preferences regarding fashion brands and products.

HYPOTHESIS

Alternative Hypothesis:

"Social media marketing significantly impacts consumer behavior in the fashion industry, leading to
increased purchase intention and brand engagement among users."

Null Hypothesis:
"There is no significant relationship between social media marketing and consumer behavior in the
fashion industry, and any observed correlations are due to random chance."

RESEARCH METHODOLOGY

The fashion industry has witnessed a significant transformation in recent years due to the emer-
gence and widespread adoption of social media platforms. Social media marketing has become a
crucial tool for fashion brands to engage with consumers, showcase products, and influence pur-
chasing decisions. This study aims to explore the impact of social media marketing on consumer be-
havior within the fashion industry, focusing on the context of Gujarat, India.

Research Approach:

The research adopts a quantitative approach to gather data and analyze the relationship between so -
cial media marketing and consumer behavior in the fashion industry.

Formulation of Research Problem and Hypotheses:

The research problem revolves around understanding how social media marketing influences con-
sumer behavior in the fashion industry. The hypotheses proposed are:

Alternative Hypothesis:

"Social media marketing significantly impacts consumer behavior in the fashion industry, leading to
increased purchase intention and brand engagement among users."

Null Hypothesis:

"There is no significant relationship between social media marketing and consumer behavior in the
fashion industry, and any observed correlations are due to random chance."

Research Design Strategy:

The research design employs a cross-sectional study approach to collect data at a specific point in
time. It involves gathering information from respondents regarding their engagement with social
media marketing and subsequent behavior in the fashion domain.

Data Collection Design:

A structured questionnaire will be utilized to gather data from respondents, focusing on their social
media usage patterns, interaction with fashion-related content, and purchasing behavior.

Pilot Study and Development of Research Instrument:

Prior to the main data collection phase, a pilot study will be conducted among a small group of indi-
viduals to test the reliability and validity of the questionnaire. Feedback from the pilot study will be
used to refine the research instrument.

Data Collection and Preparation:

Data will be collected from 100 respondents residing in Gujarat through face-to-face interviews or
online surveys, depending on accessibility and convenience. Collected data will be organized,
coded, and cleaned to ensure accuracy and consistency.

Data Analysis and Interpretation:

Quantitative data analysis techniques, such as descriptive statistics, correlation analysis, and regres-
sion analysis, will be employed to analyze the relationship between variables and test the proposed
hypotheses. Findings will be interpreted to draw meaningful conclusions regarding the impact of so-
cial media marketing on consumer behavior in the fashion industry.

Research Reporting:

The research findings will be presented in a comprehensive report format, including an overview of
the study objectives, methodology, analysis results, and implications for theory and practice. Rec-
ommendations for fashion brands and marketers will also be provided based on the research find-
ings.

Research Design:

The research design entails a quantitative, cross-sectional study conducted among residents of Gu-
jarat, India, to investigate the relationship between social media marketing and consumer behavior
in the fashion industry.

Locale and Universe of the Study:

The study will be conducted in Gujarat, India, focusing on urban and semi-urban areas within the
state. The universe of the study comprises individuals residing in Gujarat who actively engage with
social media platforms and are consumers in the fashion industry.

Sampling Design and Selection of Samples:

A convenience sampling method will be employed to select 100 respondents from various demo-
graphics within Gujarat. Efforts will be made to ensure a diverse sample that represents different
age groups, genders, and socioeconomic backgrounds.

Questionnaire Development:

A structured questionnaire will be developed to gather data on respondents' social media usage
habits, exposure to fashion-related content, attitudes towards social media marketing, and purchas-
ing behavior in the fashion domain. The questionnaire will include both closed-ended and Likert
scale questions to facilitate quantitative analysis.

Data Collection:

Data collection will be carried out through face-to-face interviews or online surveys, depending on
respondent preferences and accessibility. Trained interviewers will administer the questionnaire to
ensure consistency and accuracy in data collection.

Analysis and Hypothesis Testing:

Quantitative data analysis techniques, such as regression analysis and correlation analysis, will be
used to test the proposed hypotheses and examine the relationship between social media marketing
and consumer behavior in the fashion industry. Statistical software will be utilized to conduct the
analysis and derive meaningful insights from the data.

STATEMENT OF PROBLEM

The fashion industry has witnessed a remarkable evolution with the advent and widespread adop-
tion of social media platforms. Social media has become an integral part of everyday life, signifi-
cantly influencing various aspects of consumer behavior, particularly in the context of fashion. De-
spite the evident impact of social media marketing on consumer behavior, there remains a gap in
understanding the specific dynamics at play within the fashion industry, particularly in regions like
Gujarat, India. Therefore, this study seeks to address the following problem: To what extent does
social media marketing influence consumer behavior in the fashion industry among residents of Gu-
jarat? By delving into this question, the study aims to shed light on the intricate relationship be -
tween social media marketing strategies and consumer actions, providing valuable insights for fash-
ion brands and marketers operating in the region.
SCOPE OF STUDY

The scope of this study encompasses an investigation into the impact of social media marketing on
consumer behavior within the fashion industry, focusing specifically on residents of Gujarat, India.
It will explore various facets of social media engagement, including content consumption, brand in-
teraction, and purchasing behavior related to fashion products. The study will consider popular so-
cial media platforms such as Instagram, Facebook, Twitter, and others that are commonly used by
individuals in Gujarat. Additionally, the research will examine different demographic groups within
the region to provide a comprehensive understanding of how social media marketing influences
consumer behavior across diverse segments of the population. While the study will primarily focus
on the perceptions and actions of consumers, it will also consider the perspectives of fashion brands
and marketers regarding their social media marketing strategies and their perceived impact on con-
sumer behavior. However, the study's scope is limited to the geographical context of Gujarat, and
findings may not be generalized to other regions or countries.

LIMITATIONS

• One limitation of this study is the potential for sampling bias due to the use of conve-
nience sampling, which may not fully represent the diverse population of Gujarat.
• The study's reliance on self-reported data from respondents may introduce social de-
sirability bias, leading to inaccuracies or overestimations in reported social media engage-
ment and purchasing behavior.
• Due to the rapidly evolving nature of social media platforms and marketing tech-
niques, the study's findings may have limited generalizability over time, as they reflect a
specific snapshot of consumer behavior and social media trends.
• Language barriers and digital literacy levels among certain segments of the popula-
tion in Gujarat may impact their accessibility to social media platforms, potentially skewing
the study's results towards more digitally literate demographics.
• External factors such as economic conditions, cultural influences, and global events
may also affect consumer behavior in the fashion industry, but their impact is not exten-
sively explored in this study, presenting a limitation in fully understanding the context of
consumer decision-making.
 CHAPTER 4
DATA ANALYSIS

• What is your age group?

FREQUENCY PERCENTAGE
• What is your age
group?

45 45
a) 18-24

35 35
b) 25-34

15 15
c) 35-44

5 5
d) 45-54

100 100
TOTAL

Figures shows that 45 % respondent belong to 18-24 age group, 35 % respondent belong to 25-34
age group, 15 % respondent belong to 35-44 age group, 5 % respondent belong to 45-54 age group

• What is your gender identity?

 FREQUENCY PERCENTAGE
• What is your gender
identity?

65 65
Male

35 35
Female

100 100
TOTAL

Figure shows that 65 % respondent are male , 35 % respondent are female

• What is your highest level of education?

FREQUENCY PERCENTAGE
• What is your highest
level of education?

20 20
High school or equivalent

25 25
Some college or associate de-
gree

30 30
Bachelor's degree

15 15
Master's degree

10 10
Doctorate or professional de-
gree

100 100
TOTAL
Figure shows that 20 % respondent are high school or equivalent , 25 % respondent have some col-
lege or associate degree , 30 % respondent have bachelors degree , 15 % respondent have masters
degree , 10 % respondent have doctrinal or professional degree

• On a scale of 1 to 5, how often do you engage with fashion-related content on social media
platforms?

FREQUENCY PERCENTAGE
• On a scale of 1 to 5,
how often do you engage
with fashion-related con-
tent on social media plat-
forms?

15 15
Rarely

20 20
Occasionally

25 25
Sometimes

20 20
Often

20 20
Always

100 100
TOTAL

15 % respondent rarely engage with fashion-related content on social media platforms, 20 % re-
spondent occasionally engage with fashion-related content on social media platforms, 25 % respon-
dent sometimes engage with fashion-related content on social media platforms, 20 % respondent of-
ten engage with fashion-related content on social media platforms, 20 % respondent always engage
with fashion-related content on social media platforms

• Do you follow fashion brands or influencers on social media?

 FREQUENCY PERCENTAGE
• Do you follow fashion
brands or influencers on
social media?

65 65
YES

35 35
NO

100 100
TOTAL

Figure shows that 65 % respondent follow fashion brands or influencers on social media, 35 % re-
spondent does not follow fashion brands or influencers on social media

• How likely are you to make a purchase after seeing a fashion-related advertisement on social
media?

FREQUENCY PERCENTAGE
• How likely are you to
make a purchase after
seeing a fashion-related
advertisement on social
media?

25 25
a) Very unlikely

20 20
b) Unlikely

15 15
c) Neutral

25 25
d) Likely

15 15
e) Very likely

100 100
TOTAL
Figure shows that 25 % respondent very unlikely to make a purchase after seeing a fashion-related
advertisement on social media, 20 % respondent unlikely to make a purchase after seeing a fashion-
related advertisement on social media, 15 % respondent are neutral to make a purchase after seeing
a fashion-related advertisement on social media, 25 % respondent likely to make a purchase after
seeing a fashion-related advertisement on social media, 15 % respondent very likely to make a pur-
chase after seeing a fashion-related advertisement on social media

• Have you ever made a purchase directly through a social media platform (e.g., Instagram,
Facebook) after seeing an advertisement?

FREQUENCY PERCENTAGE
• Have you ever made a
purchase directly through
a social media platform
(e.g., Instagram, Face-
book) after seeing an ad-
vertisement?

55 55
a) Yes

45 45
b) No

100 100
TOTAL

Figure shows that 55 % respondent made a purchase directly through a social media platform (e.g.,
Instagram, Facebook) after seeing an advertisement, 45 % respondent have not made a purchase di-
rectly through a social media platform (e.g., Instagram, Facebook) after seeing an advertisement

• Do you think social media influences your fashion preferences?

FREQUENCY PERCENTAGE
• Do you think social me-
 dia influences your fash-
ion preferences?

25 25
a) Strongly disagree

20 20
b) Disagree

20 20
c) Neutral

15 15
d) Agree

20 20
e) Strongly agree

100 100
TOTAL

Figure shows that 25 % respondent Strongly disagree that social media influences their fashion
preferences, 20 % disagree that social media influences their fashion preferences, 20 % respondent
are neutral that that social media influences their fashion preferences, 15 % respondent agree that
social media influences their fashion preferences, 20 % respondent strongly agree that social media
influences their fashion preferences

• How often do you seek recommendations from social media before making a fashion-related
purchase?

FREQUENCY PERCENTAGE
• How often do you seek
recommendations from
social media before mak-
ing a fashion-related pur-
chase?

20 20
a) Never
 15 15
b) Rarely

25 25
c) Occasionally

20 20
d) Often

20 20
e) Always

100 100
TOTAL

Figure shows that 20 % respondent Never seek recommendations from social media before making
a fashion-related purchase, 15 % respondent rarely seek recommendations from social media before
making a fashion-related purchase, 25 % respondent occasioanlly seek recommendations from so-
cial media before making a fashion-related purchase, 20 % respondent often seek recommendations
from social media before making a fashion-related purchase, 20 % respondent always seek recom-
mendations from social media before making a fashion-related purchase

• Would you trust a fashion brand more if it has a strong presence on social media?

FREQUENCY PERCENTAGE
• Would you trust a fash-
ion brand more if it has a
strong presence on social
media?

15 15
a) Strongly disagree

20 20
b) Disagree

15 15
c) Neutral

30 30
d) Agree
 20 20
e) Strongly agree

100 100
TOTAL

Figure shows that 15 % respondent strongly diaagree with the statement Would you trust a fashion
brand more if it has a strong presence on social media, 20 % respondent disagree with the statement
Would you trust a fashion brand more if it has a strong presence on social media, 15 % respondent
are neutral with the statement Would you trust a fashion brand more if it has a strong presence on
social media, 30 % respondent agree with the statement Would you trust a fashion brand more if it
has a strong presence on social media, 20 % respondent strongly agree with the statement Would
you trust a fashion brand more if it has a strong presence on social media

• Do you find targeted advertisements on social media platforms relevant to your fashion in-
terests?
FREQUENCY PERCENTAGE
• Do you find targeted
advertisements on social
media platforms relevant
to your fashion interests?

20 20
a) Not at all

25 25
b) Somewhat

15 15
c) Neutral

25 25
d) Very

15 15
e) Extremely

100 100
TOTAL
Figure shows that 20 % respondent find targeted advertisements on social media platforms not at all
relevant to their fashion interests, 25 % respondent are find targeted advertisements on social media
platforms somewhat relevant to their fashion interests, 15 % respondent find targeted advertise-
ments on social media platforms neutral relevant to their fashion interests , 25 % respondent find
targeted advertisements on social media platforms very relevant to their fashion interests, 15 % re-
spondent find targeted advertisements on social media platforms extremely relevant to their fashion
interests

• Have you ever participated in a social media contest or giveaway hosted by a fashion brand?

FREQUENCY PERCENTAGE
• Have you ever partici-
pated in a social media
contest or giveaway
hosted by a fashion
brand?

45 45
a) Yes

55 55
b) No

100 100
TOTAL

Figure shows that 45 % respondent have participated in a social media contest or giveaway hosted
by a fashion brand, 55 % respondent have not ever participated in a social media contest or give-
away hosted by a fashion brand

• How likely are you to engage with fashion-related content shared by friends or followers on
social media?
FREQUENCY PERCENTAGE
• How likely are you to
engage with fashion-re-
lated content shared by
 friends or followers on
social media?

20 20
Very unlikely

15 15
Unlikely

20 20
Neutral

25 25
Likely

20 20
Very likely

100 100
TOTAL

Figure shows that 20 % respondent Very unlikely to engage with fashion-related content shared by
friends or followers on social media, 15 % respondent unlikely to engage with fashion-related con-
tent shared by friends or followers on social media, 20 % respondent are neutral to engage with
fashion-related content shared by friends or followers on social media, 25 % respondent likely to to
engage with fashion-related content shared by friends or followers on social media, 20 % respon-
dent very likely to engage with fashion-related content shared by friends or followers on social me -
dia

• Do you think social media has changed your perception of fashion trends?

FREQUENCY PERCENTAGE
• Do you think social me-
dia has changed your per-
ception of fashion trends?

15 15
Strongly disagree

20 20
Disagree
 20 20
Neutral

25 25
Agree

20 20
Strongly agree

100 100
TOTAL

Figure shows that 15 % respondent strongly disagree that social media has changed their percep-
tion of fashion trends, 20 % respondent disagree that social media has changed their perception of
fashion trends, 20 % respondent are neutral that social media has changed their perception of fash-
ion trends, 25 % respondent agree that social media has changed their perception of fashion trends,
20 % respondent strongly agree that social media has changed their perception of fashion trends

• Have you ever visited a physical store after discovering a fashion brand on social media?
FREQUENCY PERCENTAGE
• Have you ever visited a
physical store after dis-
covering a fashion brand
on social media?

65 65
Yes

35 35
No

100 100
TOTAL

Figure shows that 65 % respondent Have visited a physical store after discovering a fashion brand
on social media, 35 % respondent have not ever visited a physical store after discovering a fashion
brand on social media
 • How often do you interact with fashion brands through comments, likes, or shares on social
media?

FREQUENCY PERCENTAGE
• How often do you inter-
act with fashion brands
through comments, likes,
or shares on social me-
dia?

15 15
Never

20 20
Rarely

15 15
Occasionally

25 25
Often

25 25
Always

100 100
TOTAL

Figure shows that 15 % respondent never interact with fashion brands through comments, likes, or
shares on social media, 20 % respondent rarely interact with fashion brands through comments,
likes, or shares on social media, 15 % respondent occasionally interact with fashion brands through
comments, likes, or shares on social media, 25 % respondent often interact with fashion brands
through comments, likes, or shares on social media, 25 % respondent always interact with fashion
brands through comments, likes, or shares on social media

• Do you think social media marketing has made fashion brands more accessible to con-
sumers?
 FREQUENCY PERCENTAGE
• Do you think social me-
dia marketing has made
fashion brands more ac-
cessible to consumers?

15 15
Strongly disagree

20 20
Disagree

15 15
Neutral

20 20
Agree

30 30
Strongly agree

100 100
TOTAL

Figure shows that 15 % respondent strongly disagree that social media marketing has made fashion
brands more accessible to consumers, 20 % respondent disagree that social media marketing has
made fashion brands more accessible to consumers, 15 % respondent are neutral that social media
marketing has made fashion brands more accessible to consumers, 20 % respondent agree that so -
cial media marketing has made fashion brands more accessible to consumers, 30 % respondent
strongly agree that social media marketing has made fashion brands more accessible to consumers

• Would you say social media plays a significant role in shaping your overall fashion purchas-
ing decisions?
FREQUENCY PERCENTAGE
• Would you say social
media plays a significant
role in shaping your
overall fashion purchas-
ing decisions?
 20 20
Not at all

15 15
Somewhat

20 20
Neutral

25 25
Very

20 20
Extremely

100 100
TOTAL

Figure shows that 20 % respondent social media plays a not at all significant role in shaping your
overall fashion purchasing decisions, 15 % respondent social media plays a somewhat significant
role in shaping your overall fashion purchasing decisions, 20 % respondent social media plays a
neutral role in shaping your overall fashion purchasing decisions, 25 % respondent social media
plays a very significant role in shaping your overall fashion purchasing decisions, 20 % respondent
social media plays a extremely significant role in shaping your overall fashion purchasing decisions
 CHAPTER 5
CONCLUSION

FINDINGS

The data analysis for this study aimed to explore the relationship between social media engagement
and consumer behavior in the fashion industry among residents of Gujarat, India. The analysis fo-
cused on several key variables, including age group, gender identity, education level, frequency of
engagement with fashion-related content on social media platforms, likelihood of making purchases
after seeing fashion-related advertisements, perception of social media influence on fashion prefer-
ences, and more. The findings presented below provide insights into these variables and their impli -
cations for understanding consumer behavior in the fashion industry.

Age Group:

The analysis revealed that respondents from the 18-24 age group constituted the largest proportion,
accounting for 45% of the total respondents. Following this, the 25-34 age group represented 35%
of the respondents, while the 35-44 age group comprised 15%. Lastly, the 45-54 age group consti-
tuted only 5% of the respondents.

Gender Identity:

In terms of gender identity, the analysis showed that a majority of respondents, 65%, identified as
male, while 35% identified as female.

Highest Level of Education:

Regarding education levels, the findings indicated that 20% of respondents had completed high
school or equivalent qualifications. Additionally, 25% had some college or associate degree, 30%
held a bachelor's degree, 15% had a master's degree, and 10% possessed a doctoral or professional
degree.

Frequency of Engagement with Fashion-related Content on Social Media Platforms:

When asked about their frequency of engagement with fashion-related content on social media plat -
forms, respondents provided varying responses. 15% reported rarely engaging with such content,
20% stated that they occasionally engaged, 25% mentioned sometimes engaging, 20% indicated of-
ten engaging, and 20% reported always engaging with fashion-related content on social media plat-
forms.

Likelihood of Making Purchases After Seeing Fashion-related Advertisements:

Regarding the likelihood of making purchases after seeing fashion-related advertisements on social
media, the analysis revealed diverse responses. 25% of respondents indicated that they were very
unlikely to make a purchase, 20% stated that they were unlikely, 15% were neutral, 25% were
likely, and 15% were very likely to make a purchase after seeing such advertisements.

Direct Purchase through Social Media Platforms:

The data showed that 55% of respondents had made a purchase directly through a social media plat -
form (e.g., Instagram, Facebook) after seeing an advertisement, while 45% had not made such a
purchase.
Perception of Social Media Influence on Fashion Preferences:

When asked about their perception of social media's influence on their fashion preferences, respon-
dents provided varying responses. 25% strongly disagreed, 20% disagreed, 20% were neutral, 15%
agreed, and 20% strongly agreed that social media influences their fashion preferences.

Seeking Recommendations from Social Media:

Regarding seeking recommendations from social media before making fashion-related purchases,
the findings indicated that 20% of respondents never sought recommendations, 15% rarely sought
recommendations, 25% occasionally sought recommendations, 20% often sought recommendations,
and 20% always sought recommendations from social media.

Trust in Fashion Brands with a Strong Social Media Presence:

Respondents' trust in fashion brands with a strong presence on social media varied. 15% strongly
disagreed, 20% disagreed, 15% were neutral, 30% agreed, and 20% strongly agreed that they would
trust a fashion brand more if it has a strong presence on social media.

Relevance of Targeted Advertisements on Social Media Platforms:

Regarding the relevance of targeted advertisements on social media platforms to their fashion inter-
ests, respondents provided diverse responses. 20% found the advertisements not at all relevant, 25%
found them somewhat relevant, 15% found them neutral, 25% found them very relevant, and 15%
found them extremely relevant to their fashion interests.

Participation in Social Media Contests or Giveaways by Fashion Brands:

The analysis revealed that 45% of respondents had participated in social media contests or give-
aways hosted by fashion brands, while 55% had not participated in such activities.

Likelihood of Engaging with Fashion-related Content Shared by Friends or Followers on So-

cial Media:
Respondents' likelihood of engaging with fashion-related content shared by friends or followers on
social media varied. 20% were very unlikely, 15% were unlikely, 20% were neutral, 25% were
likely, and 20% were very likely to engage with such content.

Perception of Social Media's Influence on Fashion Trends:

When asked about their perception of social media's influence on fashion trends, respondents pro-
vided diverse responses. 15% strongly disagreed, 20% disagreed, 20% were neutral, 25% agreed,
and 20% strongly agreed that social media has changed their perception of fashion trends.

Visiting Physical Stores after Discovering Fashion Brands on Social Media:

The analysis revealed that 65% of respondents had visited a physical store after discovering a fash-
ion brand on social media, while 35% had not visited a physical store in such circumstances.

Interaction with Fashion Brands through Comments, Likes, or Shares on Social Media:

Regarding interaction with fashion brands through comments, likes, or shares on social media, re-
spondents provided diverse responses. 15% never interacted, 20% rarely interacted, 15% occasion-
ally interacted, 25% often interacted, and 25% always interacted with fashion brands through such
engagement on social media.

Perception of Social Media Marketing's Impact on Accessibility of Fashion Brands:

Respondents' perceptions of social media marketing's impact on the accessibility of fashion brands
varied. 15% strongly disagreed, 20% disagreed, 15% were neutral, 20% agreed, and 30% strongly
agreed that social media marketing has made fashion brands more accessible to consumers.

Significance of Social Media in Shaping Overall Fashion Purchasing Decisions:

Regarding the significance of social media in shaping overall fashion purchasing decisions, respon-
dents provided diverse responses. 20% stated that social media plays a not at all significant role,
15% mentioned somewhat significant, 20% were neutral, 25% indicated very significant, and 20%
reported extremely significant influence of social media in shaping their overall fashion purchasing
decisions.
These findings provide valuable insights into the relationship between social media engagement and
consumer behavior in the fashion industry among residents of Gujarat, India. They highlight the
varying perceptions, preferences, and behaviors of individuals concerning fashion-related content
and advertisements on social media platforms.

Discussion

The findings from the data analysis provide valuable insights into the relationship between social
media engagement and consumer behavior in the fashion industry among residents of Gujarat, In-
dia. This discussion will delve deeper into the implications of these findings, considering their rele-
vance to existing literature and their potential impact on fashion marketing strategies.

Impact of Age and Gender on Social Media Engagement:

One notable finding is the distribution of respondents across different age groups and gender identi -
ties. The majority of respondents belonged to the 18-24 age group, indicating that young adults are
particularly active in engaging with fashion-related content on social media platforms. This aligns
with existing literature, which suggests that younger demographics are more likely to be active
users of social media and are heavily influenced by digital trends in fashion (Kapoor, 2018). Addi-
tionally, the higher proportion of male respondents compared to female respondents is an interesting
observation, considering that the fashion industry is often perceived as predominantly female-cen-
tric. This finding may reflect shifting gender dynamics in fashion consumption, with men becoming
increasingly engaged in fashion-related content on social media platforms (Morgan & Birtwistle,
2009).

Education Level and Social Media Influence:

The analysis also revealed insights into the education levels of respondents and their perceptions of
social media influence on fashion preferences. Interestingly, a significant portion of respondents
had attained higher education qualifications, with a notable proportion holding bachelor's degrees.
This finding suggests that individuals with higher education levels may have a more nuanced under-
standing of fashion trends and are likely to be more discerning consumers. However, it is intriguing
to note that there is no clear correlation between education level and the perception of social media
influence on fashion preferences. While some respondents strongly agreed that social media influ-
ences their fashion preferences, others disagreed or were neutral. This discrepancy underscores the
complex nature of consumer behavior and the multifaceted influences that shape fashion prefer-
ences (Wang & Kim, 2017).

Frequency of Engagement with Fashion-related Content:

The data analysis revealed varying levels of engagement with fashion-related content on social me -
dia platforms among respondents. While a considerable proportion reported frequently engaging
with such content, a notable segment indicated rare or occasional engagement. This finding under-
scores the diverse preferences and interests of individuals in consuming fashion-related content on-
line. It also highlights the importance for fashion brands to tailor their social media marketing
strategies to cater to different segments of their target audience, ensuring relevance and resonance
with varying levels of engagement (Dholakia et al., 2020).

Influence of Social Media on Purchasing Behavior:

Another significant finding is the influence of social media on purchasing behavior within the fash-
ion industry. A substantial portion of respondents reported being likely or very likely to make a pur-
chase after seeing fashion-related advertisements on social media platforms. Additionally, a major-
ity had made direct purchases through social media platforms after seeing advertisements. These
findings underscore the pivotal role of social media marketing in driving consumer purchasing deci-
sions and conversion rates in the fashion industry (Hajli, 2014). Social media platforms serve as
powerful channels for brands to showcase their products, engage with consumers, and prompt im-
mediate action through targeted advertising and call-to-action features.

Trust in Fashion Brands with a Strong Social Media Presence:

The analysis also examined respondents' trust in fashion brands with a strong presence on social
media. While a significant proportion expressed agreement or strong agreement with the statement,
indicating trust in brands with a robust social media presence, a notable segment disagreed or was
neutral. This finding suggests that trust in fashion brands is influenced by various factors beyond
social media presence, including brand reputation, product quality, and customer service (Phua et
al., 2017). Nonetheless, a strong social media presence can enhance brand visibility, accessibility,
and perceived authenticity, thereby fostering trust and loyalty among consumers (Alalwan et al.,
2017).

Relevance of Targeted Advertisements on Social Media Platforms:

The analysis also assessed the relevance of targeted advertisements on social media platforms to re-
spondents' fashion interests. While a considerable portion found the advertisements relevant or very
relevant, a notable segment indicated neutral or low relevance. This finding underscores the impor-
tance of personalized and contextually relevant advertising strategies in capturing consumer atten-
tion and driving engagement (Hanna et al., 2011). Brands need to leverage data analytics and audi -
ence segmentation techniques to deliver tailored advertisements that resonate with the preferences
and interests of their target audience.

Interaction with Fashion Brands on Social Media:

Respondents' interaction with fashion brands through comments, likes, or shares on social media
platforms revealed varying levels of engagement. While a significant portion reported often or al-
ways interacting with fashion brands, others indicated rare or occasional interaction. This finding
highlights the diverse ways in which consumers engage with brands on social media, from passive
consumption of content to active participation in discussions and promotions (Chu & Kim, 2011).
Brands need to foster meaningful interactions with their audience, encourage user-generated con-
tent, and cultivate brand advocates to enhance engagement and loyalty.

Perception of Social Media Marketing's Impact on Accessibility of Fashion Brands:

The analysis also examined respondents' perception of social media marketing's impact on the ac-
cessibility of fashion brands. A significant proportion expressed agreement or strong agreement
with the statement, indicating that social media marketing has made fashion brands more accessible
to consumers. This finding underscores the democratizing effect of social media, which has enabled
brands of all sizes to reach global audiences and connect with consumers on a personal level (Man -
gold & Faulds, 2009). Social media platforms serve as virtual storefronts, where consumers can dis-
cover, explore, and engage with fashion brands at their convenience.

Role of Social Media in Shaping Overall Fashion Purchasing Decisions:

Finally, respondents' perceptions of the significance of social media in shaping overall fashion pur-
chasing decisions varied. While a considerable portion indicated that social media plays a signifi-
cant role, others reported neutral or low significance. This finding suggests that while social media
influences consumer behavior to some extent, it may not be the sole determinant of purchasing deci-
sions (Kim & Ko, 2012). Factors such as product quality, price, brand reputation, and peer recom-
mendations also play crucial roles in shaping consumer preferences and purchase intentions.
In conclusion, the findings from the data analysis offer valuable insights into the complex interplay
between social media engagement and consumer behavior in the fashion industry among residents
of Gujarat, India. The study has shed light on the diverse preferences, perceptions, and behaviors of
individuals concerning fashion-related content and advertisements on social media platforms. These
insights have significant implications for fashion marketers, highlighting the importance of tailored
and strategic approaches to social media marketing that resonate with target audiences and drive
meaningful engagement and conversion. As social media continues to evolve and shape consumer
behavior, fashion brands must adapt and innovate their marketing strategies to stay relevant and
competitive in an increasingly digital landscape.

Conclusion

In conclusion, the study has provided valuable insights into the impact of social media marketing on
consumer behavior within the fashion industry among residents of Gujarat, India. The findings un-
derscore the significant role that social media platforms play in shaping consumer preferences, in-
fluencing purchasing decisions, and fostering brand engagement in the dynamic landscape of fash-
ion marketing. The discussion has highlighted key findings related to age, gender, education level,
social media engagement, purchasing behavior, trust in brands, relevance of advertisements, and the
perceived influence of social media on fashion trends.

The analysis revealed that young adults, particularly those in the 18-24 age group, constitute a sig-
nificant portion of social media users engaged with fashion-related content. Additionally, while
male respondents were more prevalent in the sample, both genders demonstrated varying levels of
engagement with fashion content on social media platforms. Education level appeared to have no
clear correlation with the perception of social media influence on fashion preferences, indicating
that consumer behavior is influenced by a myriad of factors beyond educational attainment.

Furthermore, the study found that social media marketing significantly influences consumer pur-
chasing behavior in the fashion industry, with a considerable proportion of respondents reporting
likelihood to make purchases after seeing fashion-related advertisements on social media platforms.
The trust in fashion brands with a strong social media presence varied among respondents, empha-
sizing the importance of authenticity and credibility in brand communication. Moreover, targeted
advertisements on social media were found to be relevant to some extent, highlighting the impor-
tance of personalized marketing strategies.
While social media plays a significant role in shaping overall fashion purchasing decisions for many
respondents, it is not the sole determinant. Factors such as product quality, price, brand reputation,
and peer recommendations also influence consumer preferences and behaviors. Therefore, fashion
brands need to adopt a holistic approach to marketing that integrates social media initiatives with
traditional marketing channels and emphasizes building long-term relationships with consumers.

Suggestions for Fashion Brands and Marketers:

• Invest in Influencer Marketing: Collaborate with fashion influencers and content

creators to reach a wider audience and enhance brand visibility on social media platforms.
• Enhance Personalization: Utilize data analytics and artificial intelligence to deliver
personalized advertisements and content that resonate with individual consumer preferences
and interests.
• Foster Community Engagement: Create online communities and user-generated
content initiatives to foster engagement, loyalty, and advocacy among consumers.
• Embrace Interactive Content: Experiment with interactive features such as polls,
quizzes, and live streaming to increase user engagement and drive conversions.
• Optimize Mobile Experience: Ensure that your website and social media content
are mobile-friendly to cater to the increasing number of users accessing fashion content on
smartphones and tablets.
• Provide Seamless Shopping Experience: Implement shoppable posts and stream-
lined checkout processes to facilitate seamless shopping experiences for consumers on so-
cial media platforms.
• Monitor Trends and Adapt Quickly: Stay abreast of emerging trends and con-
sumer preferences on social media platforms and adapt marketing strategies accordingly to
maintain relevance and competitiveness.
• Leverage User-generated Content: Encourage customers to share their experiences
and showcase user-generated content on social media platforms to build authenticity and
trust.
• Offer Exclusive Promotions: Create exclusive promotions and discounts for social
media followers to incentivize engagement and drive conversions.
• Measure and Analyze Performance: Continuously monitor key performance indi-
cators (KPIs) such as engagement rate, conversion rate, and return on investment (ROI) to
evaluate the effectiveness of social media marketing initiatives and refine strategies accord-
ingly.
By implementing these suggestions, fashion brands and marketers can leverage the power of social
media to effectively engage with consumers, drive brand awareness, and ultimately, increase sales
and revenue in the competitive fashion industry landscape.

In conclusion, the study has provided valuable insights into the impact of social media marketing on
consumer behavior in the fashion industry among residents of Gujarat, India. The findings under-
score the importance of strategic and tailored approaches to social media marketing that resonate
with target audiences and drive meaningful engagement and conversion. As social media continues
to evolve, fashion brands must adapt their marketing strategies to stay relevant and competitive in
an increasingly digital landscape.

APPENDIX

• What is your age group?

• a) 18-24
• b) 25-34
• c) 35-44
• d) 45-54
• e) 55 and above

• What is your gender identity?

• a) Male
• b) Female
• c) Non-binary/third gender
• d) Prefer not to say

• What is your highest level of education?

• a) High school or equivalent
• b) Some college or associate degree
• c) Bachelor's degree
• d) Master's degree
• e) Doctorate or professional degree

• On a scale of 1 to 5, how often do you engage with fashion-related content on social media
platforms?
• a) Rarely
• b) Occasionally
• c) Sometimes
• d) Often
• e) Always

• Do you follow fashion brands or influencers on social media?

• a) Yes
• b) No

• How likely are you to make a purchase after seeing a fashion-related advertisement on social
media?
• a) Very unlikely
• b) Unlikely
• c) Neutral
• d) Likely
• e) Very likely

• Have you ever made a purchase directly through a social media platform (e.g., Instagram,
Facebook) after seeing an advertisement?
• a) Yes
• b) No

• Do you think social media influences your fashion preferences?

• a) Strongly disagree
• b) Disagree
• c) Neutral
• d) Agree
• e) Strongly agree

• How often do you seek recommendations from social media before making a fashion-related
purchase?
• a) Never
• b) Rarely
• c) Occasionally
• d) Often
• e) Always

• Would you trust a fashion brand more if it has a strong presence on social media?
• a) Strongly disagree
• b) Disagree
• c) Neutral
• d) Agree
• e) Strongly agree
• Do you find targeted advertisements on social media platforms relevant to your fashion in-
terests?
• a) Not at all
• b) Somewhat
• c) Neutral
• d) Very
• e) Extremely

• Have you ever participated in a social media contest or giveaway hosted by a fashion brand?
• a) Yes
• b) No

• How likely are you to engage with fashion-related content shared by friends or followers on
social media?
• a) Very unlikely
• b) Unlikely
• c) Neutral
• d) Likely
• e) Very likely

• Do you think social media has changed your perception of fashion trends?
• a) Strongly disagree
• b) Disagree
• c) Neutral
• d) Agree
• e) Strongly agree

• Have you ever visited a physical store after discovering a fashion brand on social media?
• a) Yes
• b) No
• How often do you interact with fashion brands through comments, likes, or shares on social
media?
• a) Never
• b) Rarely
• c) Occasionally
• d) Often
• e) Always

• Do you think social media marketing has made fashion brands more accessible to con-
sumers?
• a) Strongly disagree
• b) Disagree
• c) Neutral
• d) Agree
• e) Strongly agree

• Would you say social media plays a significant role in shaping your overall fashion purchas-
ing decisions?
• a) Not at all
• b) Somewhat
• c) Neutral
• d) Very
• e) Extremely
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