Impact of Social Media Marketing on Consumer Buying Behavior Towards Apparel


Ashika Anil, MBA Marketing Student, Dr. Binod Sinha, Professor, Dr. Vimal Bhatt, Professor
Balaji Institute of Modern Management, Sri Balaji University, Tathawade, Wakad, Pune, India.


Social media marketing is the use of social media platforms to connect with your audience to build brand visibility over the web and increase sales. It is becoming more popular for both marketers and researchers these days and has changed the way people communicate, collaborate, and create. The primary aim of this research was to assess the impact of Social Media Marketing on consumer buying behaviour towards apparel. The results showed a positive relation between the two which was done with the help of a survey conducted among 210 respondents of different age groups. Factors such as product quality, comfort, reasonable prices, offers & discounts motivate consumers to buy apparel through social media platforms. Brand name is observed as the most influential factor which induced purchasing decision among consumers. When a consumer has a good purchase experience through social media platforms it ultimately induced them to recommend their purchases to others as well. The study also reveals that Social Media Marketing is the most popular and preferred form of digital marketing today and contributes to different theorists and marketers who wish to work in a similar field on marketing.