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@article{182851,
        author = {Mrs. Goldi Singh and Dr. Manali Upadhyay},
        title = {An Empirical Study on the Influence of Social Media Marketing on Online Clothing Purchases Across Different Demographic Groups},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {2},
        pages = {3579-3586},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=182851},
        abstract = {This study looks at how social media marketing affects how people buy things, focussing on demographic factors like age, income, and education.  Using data from 200 people, the study uses descriptive statistics to look at patterns of behaviour and inferential tests (t-test and ANOVA) to test hypotheses about differences across groups.  The results suggest that people are very interested in fashion material on social media. Most people prefer to shop for clothes online and are affected by trends and how much they cost.  But hypothesis testing shows that there are no statistically significant differences in how people of different genders, incomes, or levels of education buy things.  These data imply that social media marketing has a similar effect on people of all ages and backgrounds. The study helps us understand how digital marketing methods may be used in a wide range of situations without having to divide people into many different groups.  It also shows how important price, perceived authenticity, and customer awareness are when buying clothes online.},
        keywords = {Social Media Marketing, Consumer Buying Behavior, Fashion Engagement, Gender Differences, Income Impact, Education Level, Online Shopping},
        month = {July},
        }