The objective of this research project is to examine the influence of social media advertising on consumer purchasing patterns in the British fashion sector. Social media platforms have emerged as influential promotional instruments for businesses, especially in the realm of fashion. Comprehending the impact of social media advertising on consumer behavior is vital for fashion marketers to successfully reach and involve their intended audience. This study seeks to offer valuable knowledge on the correlation between social media advertising approaches and consumer purchasing patterns in the British fashion industry.
Research
objectives
The
subsequent research aims were established to tackle the constraints and enhance
the comprehension of consumers in the present dynamic and competitive market,
in addition to satisfying academic curiosity.
– To
investigate whether social media has a positive impact on consumers’
perceptions of high-street fashion retailers.
– To explore
the influence of high-street fashion retailers’ social media presence on any
aspect of the consumer decision-making process.
– To analyse
the social media tools that affect consumer desires and intentions to purchase..
This study
will adopt an interpretive philosophy that recognizes the participants as
social actors. While this research may reveal consumer behavior patterns, it is
believed that the degree of engagement and influencing factors will impact the
CDMP differently.