This BM634 Impact of SMM on Consumer Buying Behaviour Assignment Sample critically examines how social media marketing influences consumer purchasing decisions within the fashion industry.
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Social media marketing is defined as the strategies which emphasise the promotion of the business by making use of several social media marketing channels. With the advancement in technology, there are different types of social media channels used to communicate with one another. Thus, these channels are also used by the companies for promoting the products and services of the business (Šostar and Ristanović, 2023). Currently, consumers are making use of social media channels to a great extent and for this, the companies are also using these platforms to promote their products and services. In case the companies are promoting the business well via social media platforms, then it will improve the efficiency of the company.
Also, the different social media marketing influences the buying behaviour and the decision-making of the consumer as well. The competition within the fashion industry is very high, and for this, it is necessary for the companies they effectively influence the consumers to purchase the products and services of the company. Thus, effective compliance with social media marketing is necessary in influencing the consumers to decide in favour of the company (Varghese and Agrawal, 2021). With compliance with social media, the revenue generation for the company will increase. It is due to the reason that when the social media strategies are good, then it will attract the consumers more, and ultimately the sales of the company will improve. In case sales increase, then automatically the overall efficiency will be improved and ultimately the revenue generation will be high.
Research Aim
The study aims to assess the impact created by social media marketing on the buying behaviour of the consumer. A study on ABC.
The research topic selected in the current study is based on the latest aspect, that is, the use of social media. Thus, the significance of the current study is for the whole fashion industry. It is because the use of social media needs to be followed well, and in case they do not use social media appropriately, then it will affect the work. Thus, the findings of the current study are of significance to the fashion companies as they will get to know how they can utilise the use of social media platforms for attracting the buying behaviour of the consumers. Moreover, the findings of the current study are also significant for other industries as well (Mari, Mahfooz and Yaqub, 2023). The reason for this is that be it any industry, the use of social media is the same, that is, the promotion of goods and services among the consumers. Whether the companies deal in retail, banking, hospitality or any industry, they will be requiring the use of social media platforms so that the buying behaviour of the consumer can be diverted towards the company, and ultimately, the sales of the business will improve.
5 Years | MBA
The competition in the working environment is very intense, and to work successfully, it is the responsibility of companies they try to attract consumers. When consumers are attracted towards the company, then automatically the sales of the business will increase, which will result in increased revenue generation. Thus, this will be possible only when the effective type of the marketing strategies is implemented, then it will improve the capability of company well, and revenue will be increased. So the major reason for the choosing the research topic was to increase the information base relating to social media marketing channels and how well they can be utilised to attract the consumers (Senanu, Anning-Dorson and Tackie, 2023). Another reason for the selection of the current research topic is to increase the knowledge relating to the ways of using social media. Previously, the traditional methods of marketing were used, and as a result of this, the companies did not know the importance of complying with modern marketing strategies. So the current study will also be highlighting the importance of using modern marketing strategies so that the overall efficiency can be improved and more consumers are attracted.
Literature review implies to the systematic review of the existing body of data which determine analysis and synthesizes for gaining deeper knowledge. It includes critical analysis of all the past data which aids in determining all the positive and negative aspect related to the topic. The current chapter will discuss on the meaning of social media marketing and its importance within fashion ecommerce industry. It will also define diverse impact of Social media marketing on the purchasing behaviour and decision of the customers within fashion industry. Along with this, it will also impact diverse factors that influences customer’s buying decision within Fashion indict.
Mason, Narcum and Mason (2021) Stated that social media marketing refer to integrating social media platform for interacting with customers as to boost sales, build brands and drive website traffic. This platform includes Face books, Instagram, Twitter and YouTube through which organization offers attractive and engraining content. In support of the above author, Hanaysha (2022) stated that social media marketing support in boosting website traffic by creating awareness related to firm’s product and services. This website traffic support in lead generation and boost overall conversion rate which ultimately results in higher sales and profitability. On the contrary point of view, Cheung, Pires and Rosenberger (2020) articulated that there is lowest ROI from social media marketing as compared to other sources. Moreover, organization needs to invest huge amount of time for developing attractive and creative content that impact on overall effeminacy of the business entity.
Jacobson, Gruzd and Hernández-García (2020) articulated that social media marketing is one of the most cost effective methods of creating awareness which aids in boosting overall profitability of the business entity. In this type of marketing, organizations are provided with opportunity to reach wider audience in less cost and time. Social media marketing offers targeting advertising features which aids in gaining higher ROI and eventually enhance financial position. Ebrahim (2020) explicated that social media marketing does not require distribution, broadcasting and printing cost but it requires hiring expertise cost, in-house management and agencies cost which negatively hamper overall profitability of the business entity.
Liu, Shin and Burns (2021) stated that SMM includes influencer marketing that support in gaining trust and confidence of the potential customers. In the current time, 50% of millennial trust recommendations that are offered by influencers (Influencer marketing impact on Brand perception, 2025). Engaging in SMM and Influencer marketing helps in leveraging creditability for promoting firm’s product and services. This eventually supports in boosting brand visibility and thereby ends up acquiring large number of customers. On the contrary point of view, Puspaningrum (2020) stated that it is difficult to target larger market through this strategy as all the individuals does not trust on online and influencer marketing. Further, this marketing does not provide targeted content which creates issue in easily attracting customer which thereby impact on firm’s overall profitability.
Wibowo et al, (2020) stated that social media marketing support in offering real life experience and information to customers and thereby aids in developing brand loyalty. This marketing strategy offer two way communication channel that help customer in easily providing their feedback and comments that aids in better understanding for others customers. Moreover, SMM provide opportunity to easily resolve customer’s queries and issues by connecting with firm which aids in boosting overall reputation and goodwill. on the critical point of view, Cheung et al, (2021) explicated that Social media marketing increases privacy and confidentiality issue that reduces trust and confidences of all the customers. This marketing method includes huge amount of personal information of the customer that could be misused and thereby reduces customer’s overall loyalty. Along with this, Tien et al, (2021) articulated that Social media marketing offer integrated promotion opportunity to entity which helps in attracting larger number of customers. In this, organization is involved towards promoting similar camping through diverse modes such as Face books, TikTok, Instagram and YouTube that help in easily influencing customer’s perception and ultimately aids in enhancing firm’s profitability. Further this method aids in reaching out to larger target market which eventually support in boosting overall profitability. On the contrary point of view, Kusumawati and Sri Rahayu (2020) content offers on social media marketing is generally misleading that reduces customer trust and thereby develop issue in sustaining competitive edge.
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Based on the view point of Patwary et al, (2022) there are numerous factors that impact on overall buying decision of customers. Psychological factors such as motivation, perception, learning and attitude together impact on consumer’s overall purchasing decision. According to Maslow’s Hierarchy needs, a particular need and demand trigger consumer’s motivation to purchases particular product. Further, Cayaban et al, (2023) stated that individual’s perception related to particular brand and competent also have huge impacts on their overall purchasing decision. It has been discovered that customer generally evaluate feedback and comments on company’s websites which aids in forming their perception. Moreover, customer’s previous experience from product and services also has huge impact on their overall perception and thereby influences their buying behaviour.
Beside this, Yao, Xu and Song (2025) explicated that social factors also plays a prominent role in influencing overall buying behaviour of customers. This includes reference group, family members and roles and status of the individual which influences over burring decision. Individual’s buying decision is influenced by the dressing sense and the type of clothes that are proffered by social groups. Further, an individual’s role and status also impact on their overall purchasing decision. For example: A young professional would opt for business attire whereas a reveller might opt for soiree clothing. Along with this, Ray and Nayak (2023) explicated that financial status of individual have huge impact on overall purchasing decision of the individuals. An individual with higher income generally have huge purchasing power that support in indulging towards luxury and premium brands. An individual with lower income are not able to afford luxury brands which ultimately impact on their buying behaviour.
On the other hand, Šostar and Ristanović (2023) explicated that psychoanalytic theory of buying behaviour is most crucial aspect for understanding customer’s buying behaviour. According to this theory, unconscious motive of customers has huge impact on their overall buying behaviour. Consumer‘s ego, values and beliefs relegating particular product and brand eventually impact on their buying decision. Along with this, Xu and Song (2024) stated that; lifestyle of consumer also play a pivotal role in influencing customer’s buying decision. Individual’s way of living, values, attitudes, interest and social group impact on their overall buying decision. In this context, individual living a luxurious life generally opted for premium brand as compared to others. Moreover, a sustainable consumer might opt of eco-friendly brands and less emphasis over regular shopping for safeguarding environment and mitigating wastage.
Beside this, Florea et al, (2025) articulated that technology has huge power to influence overall purchasing decision of the customers. In the current time, information shared on social media platform and firm’s websites has huge impact on customer’s perception which influences their overall purchasing decision. Organizations which operate through online platform are able to provide convenience and accessibility that eventually impact on customer’s buying decision. In support of the above findings, Phuong, Anh and Ab Rashid (2020) confessed that influencer marketing is one of the major crucial factors impacting on customer’s buying decision. In the current time, individual generally opt for the brand and product that are recommended and suggested by their influencer that eventually impact on their overall purchasing decision.
Along with this, Chan (2022) articulated that User-generated content (UGC) also has huge impact on overall purchasing decision of the customers. An organization is generally involved toward sharing content which define real- life experiences of the customer and aids in gaining other’s trust. In the current time, customer generally shares videos, photos and blogs on their experiences that eventually impact on other’s perception. Customer generally trusts such UGC content as they are not paid advertisements which indicate that originals and accurate information has been shared. Beside this, Guan and Li (2021) articulated that product tutorial and advertisement are other crucial factors that influence customer’s overall purchasing decision. With technology advancement, individual’s focus has been shifted towards identifying all the aspects related to product before taking final decision. In this regard, tutorial videos on the YouTube and firm’s websites support in gauging in-depth understanding regarding the product quality which eventually aids in taking most accurate decision.
Le and Aydin (2023) explicated that marketing strategies of the business entity is another crucial factor that influences customer’s purchasing decision. In the current time, customer usually evaluates the information that is provided on the firm’s website that eventually aids in taking accurate decision. Brands advertisement offers engaging content related to the firm’s product and services which help in expanding one’s understanding and support in taking most accurate purchase decision. In accordance with this, Joshi et al, (2023) define that social media platforms are also utilised for defining live shopping experiences of the customer that aids in formulating overall decision and perception of others. In this regard, many organizations initiate live shopping videos which define the satisfaction and issues that are faced by their customers and eventually play a crucial role in forming other’s perception. This live session indicates brand’s transparency as information in live session are not modified or manipulated that support others in taking most accurate purchase decision.
Beside this, Mallipeddi (2022) explicated that there are diverse cultural factors that play a significant role in formulating one’s purchasing and buying decision. Each individual belongs to differential cultural and background which has differential dressing code and trends. Customer’s beliefs, values, Norma and religion also have huge impact on their overall fashion choices and thereby impact on their buying decision. Beside this, Farivar and Wang (2022) explicated that there are diverse personal factors that also influences overall buying decision of the customers. Clothing choices of the individual is highly influenced by their occupational status and roles. In this context, an individual in creative field most likely to opt for artistic expression whereas ether indulge in traditional industries generally opt for reliable organization.
According to view point of Tariq (2021) social media marketing develop both positive and negative impact on overall purchasing decision of the customer within fashion industry. This marketing strategy supports in developing brand loyalty that end up boosting overall sales. Social media platform aids in easily engaging with customers and support in responding to their queries and concerns. This regular communication defines firm’s concern over offering adequate services to customer and thereby sustaining positive impact on consumer perception. However, Tariq and Chowdhury (2020) explicated that organization generally offers misleading information on social media platform that impact on overall consumer’s perception. It has been explicated that business entities aims at influencing large number of customer by offering attractive and misleading information. This faulty data reduces customer’s trust and confidences towards organization which end up creating negative impact on their overall perception and loyalty.
Along with this, Chan (2022) stated that Social media marketing offer customer with an opportunity to share their real life experience related to product and services. This information could be access by the entire potential customer that helps in forming accurate perception related to organization. It has been discovered that feedback and reviews on company’s website are analysed by 70% of customer taking purchasing decision (UK’s consumers rely on review, 2025). All the positive reviews aids in developing customer’s trust and confidence and thereby influencing their overall perception.
On the other hand, Chowdhury et al, (2024) articulated that many customers provide negative or faulty feedback related to firm’s product and services which hampers overall perception of customers. Further, social media platform offers customer with an opportunity to tag entity’s in their post which ultimately impact spread negative word of mouths and thereby reduces sales. Many customers’ casually provide negative feedback without any evidence or experiences which hampers other are perception and thereby reduces overall firm’s profitability. Beside this, Senanu, Anning-Dorson and Tackie (2023) stated that social media marketing plays a critical role in boosting overall brand visibility which aids in effectively promoting firm’s product and services. This marketing strategy incorporated visual elements such as infographics, images and videos that reinforces brand recognition and ultimately increases overall visibility. Higher brand visibility ensures that customer is keep updated related to firm’s product and services which aids in forming purchasing decision. This also helps organization in sustaining competitive edge by ensures adequate brand presences and thereby boosting overall financial position of the business entity.
On the contrary point of view, Le and Aydin (2023) stated that social media marketing is having high vulnerability to competition that creates issue in forming positive image. This marketing strategies could be easily accessed and copied by other competitors that ultimate reduces overall efficiency. Further, competitors could misguide customers regarding firm’s product and services through this platform and thereby impacting on their overall purchasing decision. Along with this, AKGÜN (2020) stated that influencer marketing is part of SMM which support easily attracting customer towards fashion originations. In the current time, decision related to fashion product and services are usually undertaken on the basis of influencer’s reviews and feedback which ultimately aids in forming positive impact on their perception. Moreover, customer generally perceives influence’s feedback to be more authentic and reliable which aids in forming positive customer perception and thereby boosting overall profitability.
On the critical point of view, Hosain and Mamun (2023) stated that influencer generally offers faulty feedback and comment due to their paid partnership which negatively impact on their overall trusts. Influencers are involved in promoting similar product for diverse brand that create confusion within customer’s mindset which ultimately impact on their overall purchasing behaviours. Akash (2020) articulated that Social media marketing support organization in easily understanding consumer preferences based on which personalized recommendations are offered. This marketing helps firm in understanding personal interest and choice of customers which aids in forming positive purchasing behaviours. This personalization aids in influencing overall customer’s perception and thereby enhancing firm’s overall profitability and financial position.
On the critical point of view, Alghizzawi et al, (2024) said that this type of marketing increases privacy and confidentiality risk for customer which negatively impact on their overall perception. Social media marketing includes mass surveillance, profiling and targeted advertising that increases privacy and confidentiality risk of customer and thereby losing their overall confidence and trust. Based on the view point of Ebrahim (2020), it has been assessed that Social media marketing foster transparency that helps in forming overall customer’s perception. Many organizations are involved in sharing Film’s ESG and CSR policy through Social media marketing which define organization’s concern towards welfare of society and community that impact on customer’s perception. Further, social media platform is also used to share firms behind the scenes videos that help fostering deeper connection with customer which positively impact on their purchasing behaviour.
Kour and Kour (2024) stated that social media marketing offers diverse post on regular basis which aids in influencing overall confidence and trust of the customers. This post aids in capturing customer’s attention towards firm’s product which eventually support in formulating buying decision of the customers. Moreover, User-generated content and post are also shared through Social media which explain their satisfaction and experiences from the product and aids in taking accurate decision. On the contrary point of view, Ibrahim, Aljarah and Ababneh (2020) articulated that most of customer believes that all the post are not user generated rather they are sponsored post that reduces their overall trust. It has been believed that customers generally do not trust sponsored post as it is offer misleading information. This perception and attitude of customer towards sponsored post reduces overall efficiency of social media marketing and thereby negatively impacting on firm’s overall profitability.
From the above conceptual framework, it has been identified that social media marketing aids in offering engaging and attracting content, promotes influencer marketing and provide accurate and reliable information. This together aid in enhancing brand visibility, develop brand awareness and customer trust and thereby support in forming customer’s overall perception.
In the past time, studies have been initiated for determining the necessity of introducing social media marketing in the organization’s strategy. Further, focus was also laid over identifying its importance in boosting firm’s profitability and reducing overall cost. It has been discovered that social media marketing reduces broadcasting and printing cost that aids organization in earning higher amount of profits and thereby enhancing overall financial position (Rachmad, 2022). Along with this, it has been also identified that SMM support organization in easily sharing attractive content without any additional charges which boost firm’s profitability. However, instead of profitability and cost reduction SMM play a crucial role in influencing customer’s perception related to particular product and services. Moreover, there is increasing concern over utilising online platform for taking any purchase decision that eventually increases need of Social media (Moran, Muzellec and Johnson, 2020). In this context, no study has been initiated for identifying the influence of social marketing on the buying behaviour of customer. The current study will effectively respond to this question by carrying out in-depth evaluation on both the positive and negative impact of SMM on customer’s decision which enhances overall understandings.
Conclusion
By summing up the chapter, it has been identified that social media marketing support in offering creative and engaging content to customer which boost overall brand awareness. Further, this aids in creating competitive edge, provide cost and time efficient marketing, resolves customer’s doubts, provide customized recommendations, promote two way communication which aids in enhancing overall firm’s profitability. This also helps in creating positive impact on customer’s mindset and perception that support in boosting overall profitability. However, this marketing increases privacy issue, boost firm’s cost, offers misleading information and high vulnerable to competition that negatively impact on customer’s purchasing behaviour.
Research methodology implies to the manner through which researcher is aiming at carrying out study. It is the type of systematic and logical plans which emphasis over resolving particular research problem. The current chapter will depict on the research strategy are available for the conducting the study. It will define particular method that will be used for assessing outcome and along with the justification for their selection.
Research philosophy implies to set of framework, principle, beliefs and assumption that underline the manner for conducting the study. Interpretivism and positivism philosophies are two crucial division of the research philosophy (Taherdoost, 2022). Interpretivism philosophy is based on assumption that social phenomena and beliefs need to be evaluated for gaining nuanced understanding. Positivism philosophy is based on assumption that statistic and number could offers best information related to topic. In the context of determining the influence of social media marketing on the consumer’s perception, Interpretivism philosophy has been selected by the researcher. This method aids in exploring social and motivational context which aids in better understanding customer’s perception. Moreover, this philosophies aids in gaining valid and realisable information by considering respondent to be active that support in understanding their personal perception. Along with this, employee’s perception could not be stated in numerical stance due to which interpretivism philosophies has been utilised in the study.
Research type implies to the systemic inquiry for describing, predicting, exploring and controlling the particular phenomena. This type of has been classified into two distinct method which includes qualitative and quantitative method. Qualitative method refers to the medium of understanding and exploring individuals or group perception related to social problem (Kamper, 2020). Quantitative method implies to the process of testing theories by gathering all numerical data related to topic. For examining the influence of SMM on the perception and purchasing decision of customer, researcher has opted for qualitative method. This method has been selected as it provides opportunity to explore real life belief and perception of respondent and thereby formulating accurate conclusion. Along with this, this method promotes spontaneity and flexibility that aids in understanding non verbal clues that result in disclosing diverse materialistic information. Moreover, this method aims at offering holistic information related to topic which assists in uncovering all the crucial aspect of the topic and thereby enhances overall understanding. Along with this, qualitative study is based on open ended questions that help in gaining wider information related to topic which ultimately support in widen overall knowledge relayed to topic. Beside this, it is very difficult to record customer’s perception in the quantitative and statistical manner due to which concentration is laid over qualitative method. Moreover, Open ended question offers flexibility to modify the research question according to the respondent’s understanding that helps in gaining most reliable and accurate information.
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