A Study on the impact of Social Media Marketing on the purchasing behaviour of consumers in the Ready-Made Garment Industry with reference to Vadodara city
Dr. Hiren Harsora, Utkarsh Mehta, Vaibhav Hatwar
Social Media Marketing, Consumer Behavior, Instagram, Influencer Marketing, Ready-Made Garments, Facebook, Pinterest, YouTube, Brand Engagement, Fashion Consumption, Advertising Effectiveness.
This research study explores the profound impact of social media marketing on consumer purchasing behavior within the ready-made garments industry. Through a comprehensive analysis of various factors influencing consumer decisions, including increased awareness and discovery, influencer marketing, user-generated content, instant gratification, customization and personalization, engagement and interaction, reviews and ratings, and sustainability considerations, the study provides valuable insights for brands seeking to optimize their social media strategies. Findings suggest that social media serves as a powerful tool for introducing consumers to new fashion trends, fostering trust through influencer endorsements and user-generated content, and facilitating seamless shopping experiences. Moreover, personalized and targeted advertisements, coupled with responsive engagement and transparency, contribute to building meaningful connections with consumers. The study also highlights the growing importance of sustainability and ethical considerations in shaping consumer preferences, urging brands to align with consumer values and demonstrate a commitment to responsible practices. By implementing the suggested strategies, brands can enhance brand awareness, drive engagement, foster trust and loyalty, and ultimately drive sales and revenue growth in the dynamic landscape of the ready-made garments industry.
Article Details
Unique Paper ID: 163558

Publication Volume & Issue: Volume 10, Issue 11

Page(s): 1755 - 1761
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