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.