scholarly journals Do Social Media Impact Consumer Buying Decisions in the Fashion Industry during the COVID-19 Pandemic?

2021 ◽  
Vol 11 (4) ◽  
Author(s):  
SMBL Suraweera ◽  
WGJM Jayathilake
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Data Interpretation ◽  
Mean Value ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
Fashion Industry ◽  
Purchasing Decisions ◽  
The Impact ◽  
Buying Decisions

Impact on consumer shopping behavior ramped up despite the fluctuations in the pandemic and lockdown in the past year due to of the social media. Because the advent of social media has changed the globe and the whole way it operates, putting the society and its peoples closer together even as a means of boosting customer assets through powerful communication during this challenging period. The purpose of this study is to define the characteristics of social media marketing factors and to examine the impact of those perceived factors upon customer purchasing decisions, given the immense concern in using social media marketing among fashion brands during the period of covid-19 pandemic. This research primarily fixated on five variables in social media, such as entertainment, interactions, trendiness, customization and word of mouth effect on the consumer purchasing decisions. A deductive methodology was taken, and 100 questionnaires, via the Google online form, were circulated to gather data. For data interpretation using SPSS, descriptive and inferential statistics were used such as mean value, standard deviation and correlation and regression analysis. The study of the data shows that social media-marketing factors like entertainment, communications, trends, customizing and word of mouth influence customer buying decisions, and that these factors have a positive relation with consumer purchase decisions. These results also revealed that women and individuals aged twenty-five to thirty-four years of age are more inclined to buy fashion-related products during this pandemic situation and suggested to develop marketing tools targeted at this particular category. Further, the results of this study will help fashion companies more specifically forecast the purchasing habits of their customers and control their investments and marketing efforts in this challenging period.

scholarly journals The impact of credibility of influencers recommendations on social media on consumers behavior towards brands

2021 ◽  
Vol 54 (3-4) ◽  
pp. 181-196
Author(s):  
Piotr Kwiatek ◽  
Radoslav Baltezarević ◽  
Stavros Papakonstantinidis
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Virtual Environment ◽  
Word Of Mouth ◽  
Consumer Attitudes ◽  
Time Frame ◽  
Target Market ◽  
Online Environment ◽  
Purchasing Decisions ◽  
The Impact

Companies are becoming increasingly aware of the importance and opportunities provided by social media in order to communicate faster and more efficiently with their consumers. In order to convey the message about the value of their brands to their target market, organizations hire influential people who are considered to be the creators of public opinion in a virtual environment. Nowadays, social media are crowded with micro and macro influencers, or at least those who present themselves as such. Their main job is to represent and recommend brands to other users (their followers) and thus influence consumer attitudes about brands and possibly strengthen their purchasing decisions. Very often, influencers on social media are hired by companies to promote their brands for a fee. In order to have more control over their communication activities, companies provide them, in advance, with the content they want to be conveyed to consumers, but also the time frame when the message should be launched. In this way, organizations try to reduce the risk of turning electronic word-of-mouth (EWOM) communication into a negative one. In order for consumers to trust the recommendations of influencers on social media, these people need to have significant expertise in a certain area, charisma and respect from other users, so that their credibility affects the value of content and recommendations they place in the online environment. The aim of this paper is to present the attitudes of respondents who use social media websites about the impact of the credibility of influencers' recommendations on social media, and their opinion on whether and in what way their credibility influences consumer attitudes towards brands.

scholarly journals Social Media Marketing in the Sales Volume Prediction for the Lolita Fashion Brand

2021 ◽  
Author(s):  
Ton Chaing ◽  
Hsin Rau ◽  
Jung Wei Shiang ◽  
Luen Jon Chiang
Keyword(s):  
Social Media ◽  
Prediction Models ◽  
Social Media Marketing ◽  
Sales Volume ◽  
Fashion Industry ◽  
Fashion Products ◽  
Sales Prediction ◽  
Marketing Data ◽  
Media Platform ◽  
The Impact

Despite extensively investigating the impact of social media on fashion products’ marketing, little evidence is available on how the platforms influence sales prediction. Focusing on Lolita fashion, this study investigates the impact of social media marketing on the sales volume prediction of fashion products. Essentially, we analyzed marketing data, including comments, likes, and shares from the Weibo social platform, to forecast future sales, examine how to enhance profit performance, and make production decisions. Using a quantitative approach, we tested three different prediction models, including multiple regression, decision tree, and XGBoost. The results revealed that increasing comments and decreasing the number of likes could significantly improve the sales volumes of Lolita products. In contrast, shares exerted a less significant impact on sales. Regarding prediction models, XGBoost was found to be the best method. In the fashion industry, social media is a useful tool for forecasting market trend. A limitation of this study is that only one social media platform was used to extract data, which might limit the generalization of the findings.

scholarly journals The Influence of Social Media Marketing Instagram, Word of Mouth and Brand Awareness of Purchase Decisions on Arthenis Tour and Travel

2019 ◽  
Vol 2 (2) ◽  
pp. 218-226
Author(s):  
Novita Alfian ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Travel Agents ◽  
Regression Tests

The purpose of this study is to analyze the extent of Social Media Marketing Instagram, Word of Mouth, and Brand Awareness of purchasing decisions at Arthenis Tour and Travel. This study uses primary data obtained from customer answers. The instrument uses a questionnaire with a Likert scale. The population in this study are 105 Arthenis Tour and Travel consumers and taking a sample of 83 people. The hypothesis is used with multiple linear regression tests. Based on the results of the study, obtained the value of Fcount (198,348) > Ftable (2,72) related to simultaneous and partial on Social Media Marketing Instargram, Word of Mouth and Brand Awareness of the expected variables as a result of purchase. It is expected for travel agents can support their Instagram, using Word of Mouth and Brand Awareness so they can increase their sales.

scholarly journals PENGARUH PACKAGING, SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN BUSANA BRAND LOKAL [THE EFFECT OF PACKAGING, SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS ON LOCAL BRAND FASHION]

2020 ◽  
Vol 15 (2) ◽  
pp. 244
Author(s):  
Theophilus Alpha Kristiawan ◽  
Keni Keni
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions

<p><em>This research aims to verify effect of packaging, social media marketing and electronic word of mouth (eWOM) on purchasing decisions. The sample in this research was 236 consumers of local brand clothing in DKI Jakarta province, who uses social media. Sampling using probability sampling method. Data analysis techniques in this research used the Partial Least Squares - Structural Equation Modeling (PLS - SEM) approach. Based on the results of the analysis, the results obtained if social media marketing and electronic word of mouth have a positive and significant influence on purchasing decisions, while packaging has no positive and insignificant influence. The results of this study can provide information to companies about packaging, social marketing media and EWOM to increase local brand clothing sales. This research is the first study conducted to look at the effect of packaging, social media marketing and EWOM on the decision to purchase local brand clothing.</em></p><p><strong>Abstrak dalam Bahasa Indonesia.</strong> Penelitian ini bertujuan untuk menguji pengaruh kemasan, pemasaran media sosial dan <em>electronic word of mouth </em>(eWOM) terhadap keputusan pembelian. Sampel pada penelitian ini adalah 236 konsumen busana merek lokal di provinsi DKI Jakarta, yang menggunakan media sosial. Pengambilan sampel menggunakan metode <em>probability sampling. </em>Teknik analisis data pada penelitian ini menggunakan pendekatan <em>Partial Least Squares – Structural Equation Modeling </em>(PLS – SEM). Berdasarkan hasil analisis, diperoleh hasil jika pemasaran media sosial<em> </em>dan <em>electronic word of mouth </em>memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kemasan<em> </em>tidak memiliki pengaruh positif dan tidak signifikan. Hasil penelitian ini dapat memberikan informasi kepada perusahaan busana merek lokal mengenai kemasan, pemasaran media sosial dan EWOM<em> </em>untuk meningkatkan penjualan busana merek lokal. Penelitian ini merupakan penelitian pertama yang dilakukan untuk melihat pengaruh dari kemasan, pemasaran media sosial dan EWOM pada keputusan pembelian busana merek lokal.</p>

scholarly journals THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MODERATING ROLE OF WORD OF MOUTH

2015 ◽  
Vol 03 (02) ◽  
pp. 60-67
Author(s):  
Ayesha Tariq ◽  
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Practice ◽  
Mediating Role ◽  
Customer Interaction ◽  
The Impact ◽  
Moderating Role

This study is based on such customers who follow at least one brand on the social media in Pakistan. The data was collected through a structured questionnaire from the university students of Pakistan. The results showed that the brand loyalty of the customers is affected in a positive manner when the brand has presence on various platforms of social media. It has been found that customer interaction has a fully mediating role in social media marketing and brand loyalty. Also, the word of mouth has no moderating role on the relationship between customer interaction and brand loyalty. The implications for marketing practice and future research are also discussed.

scholarly journals The Role Social Media Marketing Plays in Customers’ Purchase Decisions in the Context of the Fashion Industry in Saudi Arabia

2021 ◽  
Vol 17 (1) ◽  
pp. 117
Author(s):  
Khald S. Alatawy
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
Online Survey ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Brand Value ◽  
Purchase Decisions ◽  
Fashion Industry ◽  
Media Technology ◽  
Consumer Interactions

Globalization and rapid advancements in communication technologies have changed the way people throughout the world communicate with one another. Social media has grown in popularity as a technology that allows companies and consumers to communicate without being physically present. As a result, businesses in a variety of industries have turned to social media marketing (SMM) to boost consumer interactions, brand value and recognition, word of mouth, and sales. However, some socioeconomic and cultural characteristics in a given location have an impact on the usage of SMM. The growth of social media technology has resulted in a surge in social media users in Saudi Arabia, providing the opportunity for fashion businesses to leverage SMM to make great strides in this region. As a result, the current research project seeks to investigate how SMM (SMM) might influence customer purchase decisions in the Saudi Arabian fashion sector. In this respect, a self-administered online survey with a sample size of 106 participants was performed in the Kingdom of Saudi Arabia. According to the study&rsquo;s findings, there has been an increase in the usage of social media, and clients now prefer to shop online. Fashion businesses have a lot of potential to employ SMM to boost their brand value, awareness, identity, and word of mouth.

scholarly journals HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

2021 ◽  
Vol 7 (4) ◽  
Author(s):  
Mohamad Isa Abd Jalil ◽  
Suddin Lada ◽  
Mohd Ashari Bakri ◽  
Zakiah Hassan
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Repurchase Intention ◽  
Holistic View ◽  
Brand Recognition ◽  
The Impact

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.          

scholarly journals The Implications of Social Media Marketing on Fashion Brand Purchase

2019 ◽  
Vol 8 (2S3) ◽  
pp. 1140-1144
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Fashion Industry ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING, TRUST BRAND, AND WORD OF MOUTH ON PURCHASE DECISIONS (CASE STUDY AT REAL B DISTRO SURABAYA).

2019 ◽  
Vol 1 (2) ◽  
pp. 267-273
Author(s):  
Risky Bahrudin Yusuf ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Social Media Marketing ◽  
Purchase Decisions ◽  
Brand Trust ◽  
Purchasing Decisions

The intention of consumer purchases is the willingness of a product to buy the goods they want. this is a strong determinant in the purchase of a product or brand. Therefore this study aims to analyze whethervariables social media marketing, brand trust, word of mouth can influence purchasing decisions to buy various Persebaya attribute products that are sold at Real B Distro Surabaya. This research is quantitative research with a sample of 160 respondents. Furthermore, the data were analyzed using multiple linear regression analysis techniques and classical assumption tests. The results showed that the three hypotheses proposed had a significant and supportive effect. 

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

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