Investigating and Validating the Factors Influencing Social Media Advertisement on Consumer Behaviour

ABSTRACT

Lately, social media has become a crucial element of successful fashion brands marketing strategies. As social media popularity has grown, most fashion retailers have recognized the potential of utilizing these platforms to attract new customers. This research aims to investigate how social media advertising impacts consumer purchasing behavior in the fast fashion sector. Additionally, the study evaluates the overall effect of social media advertising on consumer decision-making within the fast fashion industry. Employing a descriptive quantitative research design, data was gathered through self-administered surveys. The study participants consisted of active social media users , with a sample of 300 consumers chosen through convenience sampling. To assess the objectives, Factor analyses were employed, aligning with the study goal of measuring the impact of independent variables on the chosen dependent variable. The results indicated that social media advertising positively affects consumer buying behavior in the fast fashion realm. Among the four independent variables, namely entertainment, familiarity, social imaging, and advertising expenditure, three variables—entertainment, familiarity, and social imaging—significantly influence consumer behavior. However, advertising expenditure does not exhibit a statistically significant influence. The study findings hold implications for the fast fashion industry, providing marketers with insights to comprehend consumers authentic purchasing behavior in the digital landscape and adapt their strategies accordingly.

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