Evaluating the Impact of Social Media Advertising Strategies on Consumer Purchase Behavior in the Fashion Retail Sector

Author(s)	Anuradha Sharma, Shalini Kapur
Country	India
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.
Keywords	Social media advertising (SMA), Consumer purchase behavior, Fashion retail sector, Online marketing strategies, Fashion Marketing, Consumer engagement.
Published In	Volume 6, Issue 4, July-August 2024
Published On	2024-08-01
Cite This	Evaluating the Impact of Social Media Advertising Strategies on Consumer Purchase Behavior in the Fashion Retail Sector - Anuradha Sharma, Shalini Kapur - IJFMR Volume 6, Issue 4, July-August 2024. DOI 10.36948/ijfmr.2024.v06i04.25530
DOI	https://doi.org/10.36948/ijfmr.2024.v06i04.25530
Short DOI	https://doi.org/gt552d

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