Multifaceted Impact of Social-Media: In the Context of Customers’ Fashion Products Buying Behaviour - A Comprehensive Review

Abstract

Purpose: This study examines how social media affects the fashion business, paying particular attention to how it modifies customer choices, attitudes, and perceptions. It looks at user-generated content, influencers, and other aspects of social media dynamics. The ultimate objective is to influence marketing strategies and business practices in the fashion industry and contribute to a greater grasp of the current customer landscape. The study provides insights into the intricate interactions between social media and consumers' purchasing behaviour in the context of fashion items by synthesizing the body of current literature and empirical data. Design/Methodology/Approach: This study is mainly based on secondary data collected from various published works, including Statista reports on Accessories, Footwear, and E-Commerce in India facts and figures: 2023, Digital 2023 India, Wazier Analysis: 2022, ecommerceDB: 2023, ECDB: Fashion Market in India: 2023, and India Retail and Ecommerce Trends Report 2022. The information was also collected from reputed journal articles from different research websites like Google Scholar, ResearchGate, Web of Science, and Taylor & Francis. Findings: The different reports and published work show that social media is an important tool not only for communication but also for businesses. It also found that social media is an inspirational source as well as a place for making online purchases or shopping destinations, emphasizing the static nature of the customer journey. Originality/Value: This study examines consumer purchasing behaviour online and the body of literature to help manufacturers, business owners, and retailers comprehend how social media affects consumer purchasing behaviour and create winning marketing plans that boost revenue and profits. Paper type: Review of Literature