The Influence of Social Media Marketing on Consumer Buying Behavior in the Fashion Industry

Abstract

Social media marketing has revolutionized the way brands connect with consumers, particularly in the fashion industry. This study investigates the influence of social media marketing strategies on consumer buying behavior, with a focus on platforms like Instagram and Facebook. Using a survey of 500 fashion consumers in the UK, we examined the impact of influencer endorsements, brand collaborations, and user-generated content on purchasing decisions. The findings reveal that social media marketing significantly influences brand awareness and consumer engagement, leading to higher purchase intent. However, consumers are also becoming more critical of the authenticity of influencers and the transparency of brand endorsements. The paper concludes by recommending that fashion brands adopt more personalized and authentic marketing strategies to maintain consumer trust and engagement.