Evaluating the Impact of Social Media Advertising Strategies on Consumer Purchase Behavior in the Fashion Retail Sector
Year: 2024
Type: article
Study design: Observational Study
Abstract: Utilizing a cross-sectional survey design and convenience sampling method, data was collected from 110 participants through questionnaires. The sample included active social media users, aged 18-45, who regularly follow and engage with fashion brands online. This integrates quantitative survey data and consumer behavior metrics from leading fashion brands. Findings reveal that personalized, visually engaging content and authentic, interactive brand communications significantly boost consumer engagement and purchase intentions. Moreover, this research introduces a unique analysis of demographic variables—including age, gender, and social media usage patterns-emphasizing their moderating effects on consumer responses to social media advertising.
Authors: Anuradha Sharma -, Shalini Kapur -
Institution: Christ Church College, Kanpur
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4401407667