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@article{190260,
        author = {Nayan Choudhary and Harshvardhan Singh Hada},
        title = {Impact of Social Media on Apparel Startup : A Case Study of The Souled Store},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {770-777},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190260},
        abstract = {The rapid expansion of social media has fundamentally reshaped marketing practices across industries, particularly for apparel startups operating within digital-first business models. Social media platforms have emerged as critical tools for brand communication, enabling startups to build visibility, connect directly with consumers, and compete with established brands despite limited resources. This study examines the role of social media marketing in influencing brand awareness, consumer engagement, and purchase intention in the apparel startup ecosystem.
Using The Souled Store as a case study, the research adopts a mixed-method approach to capture both quantitative and qualitative dimensions of consumer behaviour. Primary data were collected through structured questionnaires administered to consumers, while secondary data were drawn from academic journals, industry reports, and digital marketing analytics. Quantitative techniques were employed to analyse the impact of social media activities on consumer responses, supported by qualitative insights to contextualize engagement patterns and brand perception.
The findings indicate that social media marketing plays a significant role in accelerating brand growth for apparel startups. Strategic use of content marketing, influencer collaborations, and interactive campaigns was found to enhance brand recall, strengthen consumer engagement, and positively influence purchase decisions. The results further suggest that consistent and creative social media presence contributes to higher customer trust and loyalty.
The study concludes that effective utilization of social media marketing serves as a key driver of sustainable competitive advantage for apparel startups. By aligning content strategies with consumer preferences and leveraging platform-specific features, startups can improve marketing efficiency and long-term brand performance. The research offers practical insights for marketers and entrepreneurs seeking to optimize social media as a core component of their growth strategy.},
        keywords = {Social Media Marketing, Apparel Startups, Brand Awareness, Consumer Engagement, Purchase Intention, Digital Marketing, The Souled Store},
        month = {January},
        }