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Abraham, J. S. E., Floreto, S. J. L., Pagkalinawan, M. I. B., & Etrata, A. E. (2022). Consumer Perception on Influencer Marketing Efforts of Brands in the Beauty and Cosmetics Industry. International Journal of Social and Management Studies, 3, 105-118.

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• TITLE: The Impact of Social Media Marketing on Consumer Behavior: A Study of the Fashion Retail Industry

  AUTHORS: Saddam Nasir Chowdhury, Md Omar Faruque, Sadia Sharmin, Tughlok Talukder, Md Abdullah Al Mahmud, Golam Dastagir, Surove Akter

  KEYWORDS: Social Media Marketing, Consumer Behavior, Fashion Retail, Engagement, Digital Era, Case Study

  JOURNAL NAME: Open Journal of Business and Management, Vol.12 No.3, May 21, 2024

  ABSTRACT: It is essential to conduct research in the field of “The Impact of Social Media Marketing on Consumer Behavior,” particularly in the fast-paced and competitive environment of the Fashion Retail Industry. The conclusions of this study carry significant significance for the fashion industry in this digital era, when a growing proportion of customer contacts take place online. The research gives insights into effective techniques for grabbing the engagement and attention of consumers, which enables fashion firms to customize the content of their marketing to resonate with their respective target audiences. The research highlights the intertwined nature of consumer decision-making in relation to involvement on social media platforms, advertising, and the impact of influential individuals. In the case studies of FashionVibe, TrendStyle, StyleSense, and GlamourLook, the importance of authenticity, platform-specific strategies, influencer collaborations, and personalized storytelling was highlighted.