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@article{207732,
        author = {Dr.S.KALAIYARASI and Mrs.B.NAGARATHINAM},
        title = {ROLE OF ONLINE MARKETING IN INFLUENCING WOMEN’S APPAREL PURCHASE DECISION IN ERODE DISTRICT},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {3},
        pages = {2558-2565},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207732},
        abstract = {The fashion industry is a dynamic and rapidly evolving sector that designs, produces, markets, and sells clothing and apparel products to meet changing consumer preferences and lifestyle trends. Apparel products have become an integral part of the fashion industry, with consumers increasingly seeking clothing that combines quality, comfort, affordability, and contemporary style. Online marketing significantly influences women’s apparel purchase decisions by shaping their awareness, preferences, and buying intentions through digital platforms, personalized promotions, and interactive shopping experiences. However, the extent to which these online marketing strategies influence women's apparel purchase decisions varies across different regions and consumer groups. In Erode District, limited empirical research has been conducted to examine the impact of online marketing on women's apparel purchasing behaviour. In this context, this study examined the role of online marketing in influencing women’s apparel purchase decisions in Erode District. 
The target population comprised women consumers in Erode District who had experience purchasing apparel products through online platforms. A simple random sampling technique was employed to select a sample of 263 women respondents. The primary data were collected using a structured questionnaire developed to test the formulated hypotheses. The respondents’ opinions regarding the role of online marketing in influencing their apparel purchase decisions were measured using a five-point Likert scale. The collected data were analyzed and interpreted using statistical tools such as percentage analysis, mean score, standard deviation and the Chi-square test. This study noticed that higher role of online marketing on apparel products is perceived by the women belong to up to 25 years of age, professionally qualified, mostly preferred Ajio portal for purchasing, prefer discounts and offers and 1–3 years of online purchasing experience.},
        keywords = {Online Marketing, Women Consumers, Apparel Products, Purchase Decision, Consumer Behaviour, Digital Marketing, Online Shopping, E-Commerce.},
        month = {August},
        }