Abstract
In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”- brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.
1. Introduction
To date, millions of people are using social media (SM) across the globe through website-based network applications that help to share knowledge, information, and easy connections with each other [1–7]. People are using SM to fulfill a variety of needs especially looking for digital content and products [7–9]. It makes people feel good, gives a positive self-outlook, especially with the young age groups, who get a boost in their self-esteem [10].
7. Conclusions
It is concluded that the “costumer”–brand relationship does have a positive impact on “costumers” purchase intention through SM. This implies that when the “costumers” develop trust towards the fashion brands, they more satisfaction and commitment is observed towards specific brands, which indicates strong purchase intension among customers. As per practical implications, the marketing managers should focus on creating trust, satisfaction, and commitment through various brand-related activities so that customers’ purchase intension may be induced. Finally, this investigation may help customer-brand relationship on perceived SMMA based e-commerce technology that would help retailers to understand the customers and streamline their business strategy
