Effects of Social Media Marketing on Consumer Behavior: The Case of the Fashion Retail Sector
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Effects of Social Media Marketing on Consumer Behavior: The Case of the Fashion Retail Sector
Dr. Deepa Verma,
Assistant Professor, Department of Commerce, S.D. (P.G) College, Panipat.
Abstract
The more critical area of study is the impact of social media marketing on customer behavior in an environment such as the Fashion Retail Industry, which specifically demands fast and competitive living. These find very profound purposes for the fashion industry in the digital age when increasing proportions of customer involvement have been taking place online. This research presents the effective ways of enticing consumers' engagement and attention so that fashion companies may shape the content of their marketing to connect with their influence much against their different target audiences. It highlights how consumer decision-making is interrelated with involvement on social media platforms, advertising, and the influence of the celebrities. In the case studies of Fashion Vibe, Trend Style, Style Sense, and Glamour Look, it showed the importance of authenticity, platform-specific strategies, influencer collaborations, and personalized storytelling.
Keywords: Social Media Marketing, Consumer Behavior, Fashion Retail, Engagement, Digital Era, Case Study
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