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 
 
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




Prof. Monika Sharma
(Professor)
Faculty of Commerce &
Business Administration
M.M.H. College, Ghaziabad

Dated : ........................

CERTIFICATE
This is to certify that the work embodied in this thesis entitled
“Impact of Social Media Marketing on Brand Awareness with
Reference to Fashion Industry” has been carried out by Ms. Pooja
Tyagi under my supervision and guidance.
No part of this thesis has been submitted for any other degree or diploma.
The work included in this thesis is original and is own work of the
candidate.
The candidate has put the required attendance as per the ordinance of
Ch. Charan Singh University, Meerut.

(Pooja Tyagi) (Prof. Monika Sharma)

Research Scholar Supervisor
 PREFACE
Present study entitled “Impact of Social Media Marketing on Brand
Awareness with Reference to Fashion Industry” has been done to
access the utility and importance of social media in creation and
promotion of brand awareness among customers with special reference to
fashion industry.

The study involved the analysis of data collected through the distribution
of questionnaires, which aimed to gauge the impact of social media on
brand marketing and brand awareness. Respondents encompassed various
criteria, including patterns of social media usage and their corresponding
impact on customers.

To acquire this data, questionnaires were sent to over 250 participants

located in different areas within the Delhi NCR region. These
questionnaires yielded responses from 222 individuals, resulting in a
response rate of 88.8 percent, which is considered quite favorable,
particularly given the online nature of the survey.

The collected data covered a wide range of information, including the

respondents' gender, age group, shopping preferences, shopping modes,
purchasing behaviors etc. This data encompassed qualitative and
quantitative variables, which were instrumental in achieving the research
objectives.

A significant portion of the collected information was qualitative in

nature, focusing on understanding customer preferences, their perceptions
of social media marketing, and their inclinations and aversions related to
online shopping. The majority of the data fell under qualitative variables,
predominantly gathering nominal and ordinal values. Ordinal variables, in
particular, represent categorical data with naturally ordered categories.
Chapter 1 delineated on the introduction of the topic pertaining to the
impact of social media on brand awareness of consumers. It further
provided the history and current trends in social media; social media
platforms, detailed understanding of social media; social media
marketing; evolution of social media; definitions and other important
details pertaining to the social media and its impact on brand awareness.
Chapter 2 described about the different types of literature review
available on the topic of social media and its impact on brand awareness
under the head of literature review.
Chapter 3 provided for research methodology which dealt with the
aspects of different types of data, data collection tools, data processing
and analysis of data along with research design and sampling of data.
Chapter 4 dealt in brief the analysis and results of the study which
basically attempted to stdyy the impact of social media on brand
awareness of companies though customer loyalty and customer
purchasing behavior under the impact of social media.
Chapter 5 is the most important chapter which dealt with the analysis of
data that was collected by the researcher through a well-designed
questionnaire that was sent to 250 respondents and 222 responses were
received. The chapter provides for demographic details and MLR analysis
and draws inferences on the basis of analysis.
Chapter 6 deals with the recommendations of the study which provides
for different methods and techniques to use social media for one’s own
advantage to do marketing through customers and lead to creation of
robust brand image due to brand awareness among customers.
Chapter 7 presents summary and conclusions of the study.

(Pooja Tyagi)
Research Scholar
 ACKNOWLEDGEMENT
I find it challenging to adequately convey my gratitude to all those who
played a pivotal role in the completion of this research project. I wish to
express my deepest appreciation to my supervisor, Prof. Monika Sharma,
a Professor at the Faculty of Commerce & Business Administration,
MMH College Ghaziabad, Uttar Pradesh. Her inspiration, unwavering
support, and invaluable guidance were instrumental in making this
extensive research endeavor possible. It is her generous mentorship that
has guided me throughout this research journey.
I am equally indebted to Prof. Piyush Chauhan, the Principal of MMH
College Ghaziabad, Uttar Pradesh. Prof. Chauhan is a distinguished
scholar, educator, and an adept administrator in the realm of educational
management. His kind assistance and encouragement were instrumental
in ensuring the timely completion of this study. I extend my heartfelt
thanks to him for providing essential research resources and continuous
support through the approved research center.
My profound gratitude extends to Prof. Bhushan Kapoor, the Head of the
Faculty of Commerce & Business Administration at MMH College
Ghaziabad, Uttar Pradesh. His timely and valuable assistance, as well as
unwavering support, have been a constant source of encouragement
throughout the research process.
I also wish to extend my thanks to the other faculty members of the
Faculty of Commerce & Business Administration at MMH College
Ghaziabad, Uttar Pradesh, for their kind assistance and support in the
completion of this thesis.
My deepest appreciation and sincere thanks go to the officials of various
administrative departments for their cooperation and assistance in
providing essential data for this study. I am also grateful for the support
and resources offered by the libraries, including the Ratan Tata Library,
the Library of the Delhi School of Economics, the ICSSR Library, the
Library of JNU Delhi, and the CCS University Library in Meerut.
I would like to express my gratitude to the academicians and subject
experts who generously shared their valuable suggestions and expert
insights, contributing significantly to the research.
My heartfelt thanks go to my parents, Smt. Anita Tyagi (Ret. Vice
Principal) and Shri Rakesh Kumar Tyagi (Marketing Head), my father-in-
law Dr.Vidipt Tyagi (BMS) and mother-in-law Smt. Poonam Tyagi(LIC)
for taking on family responsibilities and allowing me the time and space
to fully commit to this project. I am profoundly grateful for their support.
I am at a loss for words to adequately convey my appreciation to my
husband, Shri Shobhit Tyagi, a Senior Data Scientist at Impetus
Technologies. His unwavering assistance, guidance, and suggestions have
been invaluable throughout the research process. I extend my deepest
gratitude, love, and thanks to my son, Vivaan Tyagi.
This humble work is dedicated to them with the utmost reverence.
Lastly, I would like to thank Mr. Sanjeev Kaushik for efficiently and
promptly typing the manuscript within a very short timeframe.

(Pooja Tyagi)
Research Scholar
 LIST OF TABLES
Table Page
Particulars .
No. No.
5.1. Statistics 135
5.2. Age of the Respondents 135
5.3. Age Group 135
5.4. Gender of the Respondent 136
5.5. Occupation 137
5.6. Do you use Social Media? 138
5.7. Do you tend to search for others' opinions online only 139
when you want to buy fashion products?
5.8. On the internet, I'd like to send E-Word of Mouth 141
message and influence others opinion.
5.9. I would like to share my feedback/opinion regarding 142
product that I buy using social media.
5.10. Do online advertisements/endorsement on social media 143
sites for certain fashion brands influence you to buy
that product?
5.11. Do reviews and ratings affect your buying decisions? 144
5.12. I believe that social media helps in acquiring 145
information about fashion trends.
5.13. I can easily find the latest updates and news about my 147
favorite fashion designs on Social Media.
5.14. Social sites help me in providing better information 148
about the product.
5.15. I follow the latest fashion trends from social media. 149
5.16. I like wearing latest trending clothes and outfits that 150
helps me in redefining myself.
5.17. I love buying from the latest trends when it comes to 151
buying any dress.
5.18. Wearing latest fashion gives smile to my face and boost 152
my confidence.
5.19. I use Social Media for buying/recommending fashion 153
apparels.
5.20. I often buy products that I see on these sites. 154
5.21. I believe on buying branded clothes. 155
5.22. I trust information available on my Instagram/ 156
Facebook/twitter.
5.23. Positive/negative review of any product influence the 157
purchase of that product.
5.24. When I buy a product online, the impact of negative 158
reviews on the web is greater for fashion related
products on my purchasing decision.
5.25. I think fashion products must be bought only after 159
reading other's reviews.
5.26. I frequently follow fashion related blogs. 160
5.27. I always notice fashion apparel advertisement on social 161
media.
5.28. I refer to Social media whenever I want to buy any 162
clothes.
5.29. Social Sites help me in making my decision towards 163
buying any fashion apparels.
5.30. I am able to distinguish between various fashion brands 164
available on Social Media according to my preference
and taste.
5.31. I can quickly recall symbol or logo of the particular 166
fashion / clothes that appeared in the social media.
5.32. Using social sites provides me better understanding 167
about the particular brand of the fashion
5.33. Does your favorite brand always fulfil your 168
expectations?
5.34. I believe in some brands that will always provide me 169
excellent features.
5.35. I love to buy from the particular brand that is well 170
established in the market.
15.36. When it comes to buying any specific clothes or outfits 171
I already know about which specific brand I want to
buy that in order to save my time.
5.37. I got good value for money when I buy from this 172
specific brand.
5.38. I usually use this product/brand as my first choice in 173
comparison with the other product/brand.
5.39. I would recommend this product/brand to others 174
through social media.
5.40. When it comes to fashion I am very loyal to some of 175
the specific brands.
5.41. I really liked the clothes I bought from social 176
networking sites.
5.42. I liked the way fashion industry launch their product 177
chain or design through social media channels.
 LIST OF GRAPHS
Graph Page
Particulars .
No. No.
5.1 Age Group 136
5.2 Gender 137
5.3 Occupation 138
5.4 Do You Social Media? 139
5.5 Do you tend to search for others' opinions online only 140
when you want to buy fashion products?
5.6 On the internet, I'd like to send E-Word of Mouth 141
message and influence others opinion.
5.7. I would like to share my feedback/opinion regarding 142
product that I buy using social media.
5.8. Do online advertisements/endorsement on social 144
media sites for certain fashion brands influence you to
buy that product?
5.9. Do reviews and ratings affect your buying decisions? 145
5.10. I believe that social media helps in acquiring 146
information about fashion trends.
5.11. I can easily find the latest updates and news about my 147
favorite fashion designs on Social Media.
5.12. Social sites help me in providing better information 148
about the product.
5.13. I follow the latest fashion trends from social media. 149
5.14. I like wearing latest trending clothes and outfits that 150
helps me in redefining myself.
5.15. I love buying from the latest trends when it comes to 151
buying any dress.
5.16. Wearing latest fashion gives smile to my face and 152
boost my confidence.
5.17. I use Social Media for buying/recommending fashion 153
apparels.
5.18. I often buy products that I see on these sites. 154
5.19. I believe on buying branded clothes. 155
5.20. I trust information available on my 156
Instagram/Facebook/twitter.
5.21. Positive/negative review of any product influence the 157
purchase of that product.
5.22. When I buy a product online, the impact of negative 159
reviews on the web is greater for fashion related
products on my purchasing decision.
5.23. I think fashion products must be bought only after 160
reading other's reviews.
5.24. I frequently follow fashion related blogs. 161
5.25. I always notice fashion apparel advertisement on 162
social media.
5.26. I refer to Social media whenever I want to buy any 163
clothes.
5.27. Social Sites help me in making my decision towards 164
buying any fashion apparels.
5.28. I am able to distinguish between various fashion 165
brands available on Social Media according to my
preference and taste.
5.29. I can quickly recall symbol or logo of the particular 166
fashion / clothes that appeared in the social media.
5.30. Using social sites provides me better understanding 167
about the particular brand of the fashion
5.31. Does your favorite brand always fulfil your 168
expectations?
5.32. I believe in some brands that will always provide me 169
excellent features.
5.33. I love to buy from the particular brand that is well 170
established in the market.
5.34. When it comes to buying any specific clothes or 171
outfits I already know about which specific brand I
want to buy that in order to save my time.
5.35. I got good value for money when I buy from this 172
specific brand.
5.36. I usually use this product/brand as my first choice in 173
comparison with the other product/brand.
5.37. I would recommend this product/brand to others 174
through social media.
5.38. When it comes to fashion I am very loyal to some of 175
the specific brands.
5.39. I really liked the clothes I bought from social 176
networking sites.
5.40. I liked the way fashion industry launch their product 177
chain or design through social media channels.
 CONTENTS
Supervisor’s Certificate
Plagiarism Certificate
Preface
Acknowledgement
Chapter-1 Introduction 1-72
1.1 History and Current Trends in Social
Media
1.2 Social Media
1.3 Social Media Marketing
1.4 Evolution of Social Media
1.5 Social Media Definition
1.6 Social Media Classification
1.7 Social Media Marketing
1.8 Commonly Social Media Channels Used
by Marketers
1.9 E-WOM and Social Media
1.10 Theories of Social Media
Chapter-2 Review of Literature 73-101
2.1 Chapter Overview
2.2 Social Media Marketing and Its Features
2.3 Development in the Fashion Industry
Using Social Media
2.4 Current trends in the Fashion Industry
through Social Media Marketing to
Increase Brand Equity
Chapter-3 Research Methodology 102-120
3.1 Data Collection
3.2 Data Analysis
 3.3 Hypothesis Analysis
3.4 Conceptual Framework
3.5 Results and Analysis
3.6 Multiple Regression Analysis—MLR
3.7 Relation between Parameters
3.8 Multiple Linear Regression Model
3.9 Hypothesis Testing
Chapter-4 Findings and Analysis 121-132
Chapter-5 Analysis of Data 133-183
Chapter-6 Recommendations & Conclusions 184-220
6.1 Recommendations
6.2 Conclusion
6.3 Limitations
6.4 Future Research and Recommendations
Bibliography 221-205
Questionnaire i-vi
 Chapter-1

Introduction
1.1 History and Current Trends in Social
Media
1.2 Social Media
1.3 Social Media Marketing
1.4 Evolution of Social Media
1.5 Social Media Definition
1.6 Social Media Classification
1.7 Social Media Marketing
1.8 Commonly Social Media Channels Used
by Marketers
1.9 E-WOM and Social Media
1.10 Theories of Social Media
Chapter-1
Introduction
This study aims to examine how social media influences brand equity in
the Indian fashion industry. Since the fashion business, particularly in
India, is one of the most influential sectors worldwide. Statisticians
estimate that the Indian retail market would grow at a 10% compound
annual growth rate (CAGR) to reach Rs. 1,02,50,500 crore (US $ 1,576
billion) by 2026 from its 2016 worth of Rs. 41,66,500 crore (about $ 641
billion). Currently valued at approximately Rs. 2,97,091 crore (US $ 46
billion), the fashion retail market is anticipated to grow at a promising
CAGR of 9.7 percent to reach Rs. 7,48,398 crore (US $115 billion) by
2026. (IMAGES) Fashion industry business. It is likely projected that the
developed staged markets in the US, Europe, and Japan will expand at a
rate that is realistically between 2 and 3 percent, giving India's GDP
growth rate of roughly 7% an advantage. The American Marketing
Association defines a brand as “A name, word, design, symbol, or any
type of identification that sees how one is selling goods or services in
different form from those of others in the market” if we are to discuss
about brands in this research. Brands are referred to legally as
trademarks. A brand may designate a single item, a group of related
things, or all of the seller's products. The ideal phrase, if used to the
company as a whole, is trade name.

Social media has reached at a great platform if talked in part of today’s

marketing scenario (Liu et al., 2018; Keller and Fay, 2012). Therefore,
Social media has been growing so fast and enormously since its
evolution, with great influence in marketing also. Social media marketing
is doing so well these days that it in fact allowing their companies to do
 2
direct endorsements with their consumers, they also helps in building
brand presence, and ultimately selling more and more goods and services.
As a result, social media marketing as a whole is essentially nothing new
in 2020. However, further research is necessary to determine how brand
equity and involvement in the beauty industry, as well as social media
marketing activities, affect purchase intention. Today, social media is a
huge platform for businesses to market their products and services
(Binwani and Ho, 2019). It should be noted that Instagram and YouTube
are the most popular social media channels for finding cosmetics and hair
products, according to a study on millennial students by Cooley and
Parks-Yancy (2019). Academics are very interested in the rapidly
expanding marketing operations on social media platforms because they
want to identify the amount of motivation that underlies the fundamental
usage of social media (Kim and Ko, 2010; Kim and Ko, 2012; Yadav and
Rahman, 2017; Chen and Lin, 2019).

Businesses and individuals using social networking sites alike have

shown a lot of interest in the concept of social media marketing.
However, when it comes to giving a precise definition of what social
media is, there is limited understanding of the concept. Managers and
academic academics appear to dispute on how social media differs from
the related but interchangeable notions of web 2.0 and user-generated
content (Kaplan, & Haenlein, 2010).

Therefore the real means of fetching the overall attention and also to draft
up for meeting the different needs and wants of customers, also many
experts are giving their best in performing advertisements with the
utilisation of social media application with website in order to craft an
advertisement for doing motivation of User brand images are shared by
 3
other people (Waters, Canfield, Foster & Hardy, 2011; Gallaugher &
Ransbotham, 2010; Dickey & Lewis, 2010). Due to the widespread
adoption of web 2.0 technologies, it has never been easier for companies
and the ability of users to create and share material, communicate
information, and suggest goods to other users (Hutagalung, Dalimunthe,
Pambudi, Hutagalung4 & Muda, 2017). Due to the considerable
expansion, the social media environment has undergone a significant
change in people's ability to communicate and share information.
Instagram is the subject of this investigation (social media). Instagram is
a smartphone programme that forces users to take pictures with their
phones, turn them into images, and share them on Instagram throughout
the day (Treitel, 2020). Additionally, such pictures can be posted on other
social media websites like Facebook, Twitter, Tumblr, and foursquare.
Instagram is been identified as the fastest-rising global network site,
according to Ershad and Aghajani (2017). More than 400 million people
use it each month, and 80 million photographs are shared with daily likes
of 3.5 million (Hawi & Samaha, 2016). According to Treitel (2020), as
Instagram becomes more and more prominent in people's daily lives, it
may have unfavourable psychological repercussions. People now devote
a large period of time on social media sites like Instagram.

In today’s scenario, social media applications have been given a great

value and it is indispensable marketing channel counted against in each
and all sectors. With the Development of different variants in technology
and information world processes increased up the performance of social
media and brands additionally gives the application the ability to increase
brand recognition and make other contributions that will help favorably
build a company's image. There is a misconception that social media
marketing is now seen as a need rather than an option in today's digital
 4
world as brand worth is frequently assessed using the total number of
followers, their insightful remarks, and likes and shares.

According to the definition of social media, they are "the defined

channels where the individuals who shape up the society also maintain
sharing the material which they make rigorously and directly do access
the contents that are often shared by others who form up the society." is
one of the most effective marketing tools (Kawasaki, 2017). (Yüksel,
2019, p. 28) Social media can have a significant impact on a brand's
reputation, claim Kim and Ko (2010). In addition to social media, which
serves as the global voice of consumers, it provides users with a
consumer-social media engagement point of contact that enables users to
communicate and exchange experiences with any sort of brands or
individuals worldwide (Chung et al., 2016, p. 290).).

Additionally, it makes an effort to integrate a digital platform, which may

be mobile or stationary. In terms of communication, it is not passive like
traditional media, and it should incorporate engagement with friends,
family, and media versus the general public. Its traits include good
engagement, openness to in-depth discussion, allowing for community
involvement, and fostering connectivity. Facebook and Twitter are the
two best social media examples. As long as they have access to the
internet, anyone can browse social media. It is not simply necessary to
sign up.

Social media marketing has a wide definition of using social key

platforms and also the web-based sites in order do the promotion of goods
and services. Social media marketing also make effective use of natural
conversational platforms which in terms of different people who are
involved in bridging the relationships that ever goes beyond to provide
 5
satisfaction of their demands through valuable feedbacks. Social media
marketing is highlighted by Dwivedi et al. (2015), Yadar and Rahman
(2017) as a clever idea that makes it easier for current and relevant future
consumers to create the connection and communication with one another.

Essentially, the word "social media" helps in describing a medium type of

online medium that encourages engagement, interaction, and its
participation. It has been also regarded as and defined as a digital
approach which aids users in producing and disseminating material to the
public. According to Borgan (2010), social media has caused the public's
perception of online platforms where people can readily share, find, and
consume information to change. Conrad et al. (2010) has highlighted that
social media fosters a strong bond in sociology and technology which
aids in the development of a community where individuals readily share
their experiences and fosters the growth of networks, whether they be
formal or informal.

Social media is accompanied by so many different online platform and

communities which collectively encourages the social interaction on
which consumers could also interchange their opinions, perspectives,
views, experiences and observations about it (Schroeder, 2017). Social
media also exists in a variety of formats, including Facebook, weblogs,
LinkedIn, Twitter, podcasts, and other similar platforms (Yazdanparast,
Joseph & Muniz, 2016). Social media also considers a lot of significant
potential for businesses to interact customers in new ways (Harrigan &
Miles, 2014). According to Pena (2019), who provided the cited example,
social media is also seen as a large platform with the potential to facilitate
the trust-building programme, which is crucial for the creation of brand
equity. Social media is seen as a great tool that supports business
 6
marketing goals equally and policies without taking into account
customer involvement, customer relationship management (CRM), or
customer communication (Alalwan, Rana, Dwivendi & Algharabat,
2017).

1.1 History and Current Trends in Social Media

Although social media also appears to be a contemporary phenomenon,
its fundamental antecedents can be traced back to the 1950s, which
marked the beginning of the computer era (Gebauer et al., 2013).
Increasing use of social media which was noted in previous ages, is
largely responsible for the technology of today. The first generation of
social media, known as Usernets, was said to have been introduced in
1979. From User nets, a long path has been followed to reach Facebook.
Since the 1990s up to the present, social media has surpassed traditional
company promotion, which is consistently accepted by both large and
small businesses.

The primary goal of user nets is to enable consumers to post on numerous

newsgroups which are followed by bulletin board systems (BBS), which
accompany login and close user contact (Gebauer et al, 2013). Social
media is viewed as a game-changer in the true meaning of the word
because it allows for flexible communication on both a personal and
professional level. Ten distinct companies enhance their ranks, sales,
leads, and unexpected traffic by networking by their customers with the
usage of various search tools in social media marketing. Social media
also plays a wide role in optimizing for boosting the company business
(Kumar et al., 2016).

With the help of defining clear goals and objectives, the big goal of social
media marketing is to help organizations for maximizing their strategies
 7
leading extremely high returns on investments (ROI). The 1990s saw the
creation of numerous social networking websites, including BlackPlanet,
Asian Avenue, and Move On, among others. Other blogging platforms
like Blogger and Opinions have also been developed. With the launch of
so many social networking sites by the year's end, social media marketing
will experience a significant uptick. Among those launched were
Wikipedia, Cyworld, and LunarStorm. Websites like MySpace, LinkedIn,
Tribe.net, Facebook, Yahoo, and YouTube were also developed
beginning in 2002. (Junco et al, 2011).

Computer-mediated social media (SM) tools make it simpler to generate

and distribute content across online communities and networks, including
knowledge, concepts, personal and professional interests, and other kinds
of expression. The main differences between social media and social
networking websites are found in their content and purposes, which are
frequently confused by the general public. The latter's focus is primarily
on business activities, whereas the former's content primarily focuses on
enjoyment and amusement (Myspace, Facebook, Windows Live Spaces,
Habbo, and Viadeo, for example). Social media (SM) refers to computer-
mediated tools that facilitate the creation and dissemination of content
across virtual networks and communities, including knowledge, concepts,
specialized interests, and other kinds of expression. The public typically
conflates the content and aims of social media with social networking
websites, which are where the fundamental distinctions between them can
be found. The former's material is primarily focused on fun and leisure,
whereas the latter's concentration is primarily on business activities
(Myspace, Facebook, Windows Live Spaces, Habbo, and Viadeo, for
example). According to ComScore (2011), 2 percent of all online time is
spent on social media websites, which are accessed by 82 percent of all
 8
internet users worldwide, or over 1.2 billion people. As more and more
people look for social media sites like Facebook, Twitter, LinkedIn,
Monster, Naukri, and Shine, online communities are formed and user-
generated content is floating. Due to the widespread use of mobile phones
and the easy and affordable access to the internet, public is likely to seek
out information, which has increased the deviation of social networking
sites. The internet is becoming more than just a repository of knowledge;
it also serves as a place where people may engage.

Additionally, social media marketing aids in establishing quantifiable

objectives, understanding your target audience, conducting research and
development, exploring an increasing number of social networks, and
also enabling them to find the capability of selecting the most deliberate
related topics for your business from online contents to real life. The
increase in corporate branding is always boosted by social media
marketing (Mayfield, 2011).

Additionally, brand recognition maintains assisting in increasing

customer product knowledge. According to Cohen (2009), our brand
should consequently take precedence above our products and services.
The organization could create a solid social content strategy if the social
media platform it used for product promotion was chosen carefully. By
monitoring all activities, such as reachability, connections, and consumer
interactions, is satisfied. Last but not least, social media marketing does
provide viral marketing on any trending subject. Sincere transmission of
this message from one individual to another is necessary to convey the
business's well-intended intentions.

Furthermore, among the social media platforms that govern marketing,

websites like Facebook, Google, and YouTube are extremely well-liked.
 9
Additionaally, billio
ons of dolllars have been speent on cusstomer-gen
nerated
adverts. Additional
A lly, Twitteer is thougght of as a more ressponsive website
w
because itt updates its followeers with in
nformation in real ttime. In an
n effort
to compette with th
he latter soocial med
dia heavyw
weights, a tonne of brand-
new interrnet firms, such as TikTok, are hurriedly tryinng to join
n social
media nettworks. Fo
or referennce, Figuree 2.1 show
ws the devvelopmentt of the
world's most
m popular social m
media plattforms by the end off 2021.

Sou
urce: Kim Swisher
S Com
mmunicatio
ons, LLC. (2
2021)

Fig. Number
N off Monthly Active
A userrs of Selecteed
Soccial Media Platforms

Amongst the sociaal media platformss and soccial netwoorking weebsites,

there is generally a discernibble distincction. Whiile social m
media is viewed
v
being a successful
s l techniquue with online
o bro
oadcastingg, network
king is
closely tieed to and used as a tool for connecting
c g with userrs of onlin
ne sites
(Cohen, 2009).
2 Th
he Returnn on Inveestment is
i just onne of the many
significan
nt contrasts betweenn social meedia and networking
n g (ROI).

On the otther hand,, brand im

mage iden
ntifies thatt how cusstomers viiew the
company.. The imp
pression consumer has in hiss/her mindd. Organizations
 10
used to develop their brand identities over time through themed
advertising campaigns that were verified by the actual experiences of the
consumers. The purpose about this research is to examine the way that
social media could be utilized for building the brand equity by creating
brand image and to research the influence of social media on brand image
within the fashion industry in India. The research will examine many new
ways that the people are coming up to promote their brands, what new
social media platforms are developed over the year. How Social media
platforms are helping consumer and organization in doing their
communication with each. So, there are few more types of questions that
I will be trying to answer in my research project like: What should be
considered when using social media for branding reasons, how social
media can be utilized for branding purposes, and how, what are the
different strategies used for promotions in social media, who are the new
entrants into this field from last few years and their brand image in India
specially NCR (NOIDA).
Since conducting business and interacting with clients using social media
platforms like Facebook, Twitter, YouTube, Instagram, and others is
currently thought of as a business launch tool for fashion firms. Facebook
and other social media platforms that allow for two-way communication
between users and brands help businesses develop strong customer
relationships and lessen misunderstandings about their products.
Consequently, it becomes imperative to do a quantitative analysis of
social media's impact. This study examines that how brand equity is
developed through social media marketing efforts to affect consumer
behavior.
Additionally, with the help of this study it attempts towards investigation
of the effects of social media marketing on consumer-based brand equity
 11
in Noida's fashion wear retail sector. This will be accomplished by
researching the connections between various social media platforms, such
as Facebook, Twitter, and Instagram, and marketing and brand equity in
the retail of fashion-wear, identifying the various marketing constructs
that had an clear impact on brand equity, and assessing the relative
importance of these platforms' marketing constructs in developing brand
equity of the fashion-wear retail sector in Noida as well as other social
applications.

1.2 Social Media

Social media refers to websites and programs created to make it simple,
quick, and immediate for users to share material. The majority of people
associate social media with the apps they have on their smartphone or
tablet, but in reality, computers were the original social media platforms.

That kind of platform's major objective is to put the concept of

community into practice. It is also seen as a communication channel that
facilitates the rapid and efficient dissemination of a message or concept
among a community or group of peoples.

The competence of sharing pictures, opinions, events, etc. has totally

changed the real-time scenario it changed how we conducted our business
as well as how we stayed together. Retailers who use social media as a
key component of their marketing strategy typically experience
quantifiable outcomes.

If we were to make it a practice of using social media, we would need to

interact with our customers in a way that engages them in conversation
and solicits their feedback. In order to do this, we can publish a photo of
two products you might consider selling in your shop and ask people
which one they prefer. This sparks conversation, which results in shared
 12
content and interested followers. Additionally, if you utilize this example,
you will increase your margins because your back-and-forth discussion
would stop you to do purchasing of the items that were not able to sell as
well.

If under our consideration the growth of social media in terms of time, we

can observe that during the last 10 years, a number of social media have
emerged with a rising impact on users. Facebook was developed so
swiftly in the year 2004 that it quickly rose to the top of the social media
account leaderboard. Around 950 million people actually followed
Facebook in 2015. After this massive string of stories, social media usage
has skyrocketed. YouTube, which allows anyone to distribute videos and
allows anybody to watch them without charge, maintained the trend in
2005. This might be a little example of a web series, a music video, or a
movie. In 2006, Twitter appeared after Facebook. As the name suggests,
the idea is to share brief phrases or ideas with your followers. Instagram,
a really popular social photo-sharing platform, was found by several
population segments in 2010. Even though people would only post a few
phrases, they would talk about their pictures. By employing "hash tags"
to succinctly characterize their images or phrase themes on Twitter and
Instagram, users can boost the exposure of their posts. Nowadays, social
media is thought of as the primary network for communication. They are
enabling individuals to instantly share an idea or a photo with a large
audience. They are founded on the idea of sharing goods, as well. As an
example, if someone often publishes a picture, those who find it
appealing will likely share it with their own followers on the network.
Therefore, in order to communicate with their customers more
effectively, businesses have had to reevaluate how they exchange ideas
and messages.
 13

1.3 Social Media Marketing

Thousands of years ago, it was incredibly challenging for individuals to
converse with those at the other end of the planet. It took them many days
to convey a straightforward point. People can now, however, instantly
speak with anyone in the world with just one click. One individual can do
communication with hundreds or even thousands of others worldwide
thanks to social media. As a subcategory of online debate, it has rapidly
expanded as a place where individuals produce information, share it,
bookmark it, and network. The chance to offer oneself and one's products
to vibrant communities and interested people is provided by all forms of
social media (Roberts and Kraynak 2008). At least one medium of social
media that is used by people worldwide. Marketers have modified their
marketing tactics as a result of realizing the value of social media in the
promotion of goods and services. These modifications gave rise to the
concept of social media marketing.
The process in advertising a company's products and services by social
media networks and platforms is known as social media marketing. One
of the most important uses of social media marketing is to raise consumer
awareness of brands. Numerous theories have shown that consumers
prefer online shopping to more conventional methods of product
acquisition. According to social media estimates, 70% of social media
users shop online. (Nielsen, 2011). The needs of consumers are limitless.
Consumers' needs are satisfied via social media marketing. Customers
may quickly and easily access the goods and services they want with just
one click. Conversely, social media marketing gives the sellers the ability
to draw clients, obtain client feedback, and foster client loyalty. Although
social media marketing is a useful tool for both consumers and marketers,
it also has the potential to be detrimental to both of them. Information is
 14
readily av
vailable, making
m it simple to
o hack intto someonne's privaacy and
personal informatio
i on.
The term "Web 2.0
0" was firrst used in 2004. It demonsttrates how
w users
initially sttarted utilizing the W
World Wiide Web in an origiinal way. Instead
I
of being created
c an
nd publisheed by a sinngle indiv
vidual, theey saw the World
Wide Weeb as a plaatform whhere conten
nt and app
plications were freq
quently
changed by
b all useers in a paarticipatorry and colllaborativee way. Web 1.0-
era goods like Brritannica O
Online, inndividual web pagges, and content
c
publishing
g ideas haave been replaced by blogs,, wikis, aand collab
borative
initiativess. (2010) Kaplan
K andd Haenleinn.
Web 2.0 is
i "the bussiness uphheaval in th
he compu
uter industrry created
d by the
shift to th
he Internett as platfoorm, and an
a endeav
vor to fathhom the ru
ules for
success on that new
w platform
m," accordding to Tim O'Reillly, the creeator of
O'Reilly media.
m Web
W 2.0, aaccording to the au
uthor, "proovides plaatforms
and fills the
t Web with
w user-ggenerated
d content where
w all iindividualls—the
erstwhile audience are perm
mitted to contribute
c instead oof key deecisions
made by few peo
ople," in addition to the "harnessin
" ng of colllective
intelligence" that it promotess. O'Reilly
y (2007)

1.4 Ev
volution
n of Social Me
edia
Bennett (2014)
( claims thatt in 1969
9, Compu
uServe waas the firrst big
commerciial Interneet service provider in the nattion. Usingg what waas then
 15
known as dial-up technology, it controlled the market during the 1980s
and remained a dominant player into the middle of the 1990s. In 1971,
the first email was sent after that. The bulletin board system (BBS),
which was introduced in 1978, was used to invite people to events,
publish notifications, and exchange information. It was the embryonic
stage of a tiny online community.

Two Duke University students invented "Usenet" in 1979 as a way for

internet users to send outgoing communications to the general public.
With "Open diary," Bruce and Susan Abelson launched the social media
revolution twenty years prior. The first social networking platform was
what brought writers together to form a community. Later on, "weblog,"
sometimes known as "Blog," also came into being. The concept of social
networking has been established by the emergence of high-speed internet
and sites like MySpace (2003) and Facebook (2004). (Chaudhary, 2014).
The "Prodigy online service" was founded in 1984 and, with 465,000
customers in 1990, it overtook CompuServe to become the second-largest
online service provider (CompuServe has 600,000 subscribers). Prodigy
was a pioneer in 1994 when it came to the sale of dial-up Internet
connections and hosting services for Web publishers. It was subsequently
sold numerous times and is currently a part of AT&T. In 1985, the
America Online (AOL) service debuted. (Bjernigan, 2014)

World Wide Web was created in 1989. Tripod launched as an online

community in 1992 for kids and college students. BHI founded Geocities
in 1994. (Beverly Hills Internet). At the end of 1997, it had surpassed one
million users and allowed users to create their own websites. It was taken
down for American users later in 2009. In 1994, "Yahoo," the leading
internet search engine, was released. It solely provides the Geo Cities to
 16
users in Japan as a web hosting service. EarthLink began operating as an
online service provider in 1994.

In 1995, Classmates.com was launched for former classmates. The first

well-known social networking site that allowed users to establish profiles
and even list their friends was SixDegrees.com, which launched in 1997.
Users were able to interact and communicate with one another through
this social network. However, despite drawing millions of internet users,
it failed to sustain itself and shut down in 2000. Ryze.com launched the
second generation of social networking sites in 2001. It assists people in
utilizing their professional networks. (Boyd, 2007)

Wikipedia was launched in 2001, whereas Friendster debuted in 2002 and

quickly grew to 3 million subscribers. MySpace.com, a social networking
website that is a clone of Friendster, was introduced in 2003. For
business-minded professionals, LinkedIn was founded.

In 2004, Facebook was made available to Harvard College students. As a

"Friendster for colleges," it was described. Podcasting began on the
Internet at the same time that MySpace surpassed Friendster in terms of
page views. Both Digg and the website that hosts images on Flickr were
introduced in 2004. In 2005, YouTube started out by archiving and
retrieving videos. In 2006, the microblogging service Twitter started,
allowing users to post and receive 140-character messages. Known as
tweets. In 2009, Pinterest launched. In an effort to compete with
Facebook and Twitter, Google introduced Buzz in 2010. According to
reports, 9 million posts were made by millions of Gmail users in the first
week. Through Google + (2011), Google joined the social media space to
compete with Facebook.
 17

Fig. History of Soocial Mediaa (Source: Baruah,

B 20012)

1.5 So
ocial Media
M Definitio
on
Boyd 200
07, Social media, in accordance with itss definitioon, is a "um
mbrella
term that refers to the collecction of to
ools, serviices, and aapplicatio
ons that
are relateed to peop
ple's abilitty to com
mmunicate with eacch other through
network technology
t y." Grouppware, onlline comm
munities, ppeer-to-peeer and
media-shaaring tech
hnologies, as well ass networkeed games,, are all in
ncluded
in social media.
m Social mediaa genres innclude insstant messsaging, blo
ogging,
microblog
gging, fo
orums, em
mails, virrtual worrlds, textiing, and social
networkin
ng sites.

According
g to Evan
ns (2008)), "Sociall media has
h changged peoplee from
content consumerrs to conntent maakers, maaking infformation more
accessiblee. It is thee switch fr
from a maany-to-man
ny paradiggm that depends
d
on interacctions betw
ween writters, peoplle, and peeers to a brroadcast method.
m
Social meedia conneects inform
mation in a collaborrative wayy by utilizzing the
 18
"wisdom of crowds." Social media can also exist in a wide variety of
other formats in addition to forums, message boards, wikis, weblogs,
podcasts, photographs, and videos on the internet. Instead of claiming
that "Social websites are those websites that allow people to build online
communities and share user-created materials," Kim et al. (2009) (UCC).

According to Turban E (2009) “Social media are the internet platforms

and resources that people use to exchange ideas, viewpoints, insights, and
other types of content, such as images, videos, music, and other types of
media.”

Described by Kaplan and Haenlein (2010) as "a set of web-based

programmes that promote the development and distribution of user-
generated content and expand on the conceptual and technological
foundations of Web 2.0," social media is a type of online platform.
Furthermore, they advised companies to take into account the fact that
social media resources including user profiles, customer ratings, and
reviews have a tendency to take the place of many consumers' primary
sources of information when people are making significant purchasing
decisions.

Safko (2010) defines “the idea of "social" as the need for people to
interact with one another and "media" as the means by which such
connections are made. Despite the fact that humans have interacted and
used many marketing strategies Social media has historically been more
effective since it allows for two-way conversation.

Social media has been described as "A phrase that is used to define a sort
of media which is built on discourse and interaction amongst persons
online" by Strauss and Frost (2011, p328) (Definitions). In social media,
content is developed as a discussion between users who can publish,
 19
debate, modify,
m an
nd rate eaach other'ss content. This is a key diffference
between social
s med
dia and traaditional media.
m

Jaclyn (2011) Sociial media is merely

y a templaate for thhe user, who
w can
subsequen
ntly alter the sourc e's applications and
d output, according
g to the
statementt. It is a resource that is quite
q exteensive annd dense and is
frequently
y utilized to
t maintaiin relationnships.

1.6 So
ocial Media
M Cllassification
Given thaat the worrd "sociall media" is
i broad and
a includdes onlinee tools,
platforms, and hyb
brid mediia that peermit peo
ople to shhare know
wledge,
ideas, and
d experieences for both worrk and plleasure (H
Hajli, 2014). An
overview of the soccial mediaa is presen
nted in gig.

Fig. Cla
assification of Social Media
M (Sourrce: Solis, 22012)
 20

1.7 Social Media Marketing

Social networking services are frequently used by people for both
professional and personal purposes in this era of global communication
boom. Companies have recently realized how important social media
sites are in influencing consumers to buy their products, especially via
changing consumer behavior.
Customers now consult social media before making any kind of purchase.
Social media platforms like Facebook, Twitter, Google+, You Tube,
blogs, Pinterest, and others are heavily influencing consumers' purchasing
decisions, either directly or indirectly. Drury (2008) states the practice of
leveraging social media platforms to draw website visits or attention is
known as social media marketing. Providing readers with content they
will find fascinating and want to share with their social networks is
typically the main objective of social media marketing initiatives. Given
that it looks to come from a reliable source other than the brand or
company itself, a corporate message is transmitted from user to user and
is more likely to be remembered. Earned media, as opposed to sponsored
media, is the intended outcome of this sort of promotion because word-
of-mouth is its main engine. Many businesses and organizations are
unaware that social media is evolving into a powerful marketing
medium.
According to Tamara (2009), "Social media marketing is a technique that
enables people and organizations to connect with and engage a far larger
population than may have been conceivable through traditional
advertising channels while also advertising their websites, goods, or
services through online social networks. It links businesses, enterprises,
and service providers with a huge audience of customers and influencers.
 21
Keller (2009) states, "An effective and efficient method of interactive
communication was used to determine how social media marketing
evolved. Consumers can show their commitment to a brand, learn about it
from others, and teach others about it through interactive marketing
communications. They can also see other people's brand devotion. In
terms of brand equity, social media is essential and has already made a
lasting impression.

According to Weber (2009)," The social web necessitates the

development of an entirely new strategy for interacting with a target
audience in a digital setting. Marketers should behave as aggregators of
consumer communities rather than broadcasters. It is not about blaring
commercials to a crowd that is becoming apathetic. Instead, marketers
should develop, support, and engage in social networks that people want
to be a part of when marketing to the social web. Marketers should
converse with consumers rather than at them.

Due to its obvious benefits in the corporate sector, social media, which
was originally used as a kind of amusement, has now changed into the
newest marketing strategy. Because social media offers many benefits for
time, audience, relationships, and cost difficulties, it is widely employed.
Businesses must carefully analyze their operations and goals before using
the best social media tool for each of their objectives. (Karahan and
Kirtis, 2011)

Chi (2011) "A connection between brands and customers, Social media
marketing is defined as "Offering a personal route and currency for user-
centered networking and social interaction."

According to Erdomus and Cicek (2012) "Social media marketing is a

relatively new, yet constantly expanding, tool for establishing
 22
connectio
ons with customers
c s and cultivating a favorablle percepttion of
firms in th
heir eyes. Social meedia is eag
gerly investigated, ddug up, an
nd used
by the companie
c s, as is true forr every nontraditiional marketing
communication too
ol.

Social m
media marketing
m includes maintaiining coonnectionss with
customerss, both currrent and future, as well as making
m new
ew ones. In
n order
to increasse web traaffic, brandd awareneess, and co
ompany ppopularity, social
media marketing
m focuses on con
ntent gen
neration, communiication,
outreach, and referrral throughh actions like blogg
ging and uuploading how-to
videos an
nd product photos onn social media
m platfforms. (20012) Kim and
a Ko
According
g to Hutteer et al. (22013), Faccebook sittes have a positive impact
on consu
umers' brand reccognition, participaation in word-of-
f-mouth
marketing
g, and purcchasing haabits.

Increased
d traffic and
a visibiility are social meedia markketing's to
op two
benefits, according
g to a 20016 induustry reseaarch on tthe subjeect. An
impressiv
ve 89% off marketeers overalll said thaat using ssocial med
dia has
improved
d their braand's visiibility. More
M traffic was thhe second major
benefit, an
nd 75% off respondeents said thhis was su
uccessful.
 23

1.8 Common nly Soc

cial Me
edia Channels
C s Used
d by
M
Marketer
rs
The top siix social media
m sitees used by marketerss are Faceebook, YouTube,
Twitter, LinkedIn,, Instagraam, and Google+ are alsoo presentt, with
Facebook
k by far do
ominatingg the markket. All off the otherr platforms paled
in contraast to these top siix. 2016 Social Media
M Marrketing In
ndustry
Report. Along
A witth blogs, Pinterestt is one of the m
most used social
networkin
ng sites for marketerrs.

Popular Social Media

M Plaatforms (S
Source- Social
S meedia Marrketing
Industry Report, 2016)—
2

1.8.1 Facebook
F k

Mark Zucckerberg launched F

Facebook in 2004. It had aroound 618 million
m
active ussers as of
o Decem
mber 20122. Facebo
ook is m
mostly used for
networkin
ng and co
onnecting people who
w have common
c iinterests. Donna
and Teressa (2012) discussed the three primary Facebook
F features—
—feeds,
 24
shares, and comments—and explained the various ways in which users
can communicate with one another.

Connection and relationships between individuals are two key goals for
which social media platforms have been created. According to
Thumsamisorn and Rittippant (2011), there are more opportunities for
customers to participate with the utility and sharing of their experiences
via a source like Facebook because of the two-dimensional quality
relationship that influences user happiness and behavioral intention.

In the most recent years, Facebook has begun to link up with

organizations’ promotional strategies. Additionally, it is utilized to
educate consumers and shape their opinions simply because of its
popularity. Facebook is becoming a more popular platform for
advertising, which suggests that in the near future it will dominate
corporate marketing. In 2014, Rehman et al.

As stated by Lukka and James (2014), "Facebook is considered to be as

vital resource to sell your items in a personal approach. With the help of
Facebook, advertisers can now tailor their ads to a certain demographic.
A combination of demographic data and shared interests are used by
marketers to target these people. By using Facebook in place of
conventional marketing channels, it is now possible to reach these niche
markets in an engaging and affordable manner.
Today's the retailers are meant for searching for a means, or their new
"holy grail of marketing," through which they may market their brands
most effectively for the least amount of money. Facebook appears to be
the ideal solution for retailers' needs. Despite having a sizable user base,
Facebook needed an economic strategy that could be sustained.
Currently, brands employ three distinct methods of promotion on
 25
Facebook: advertisements, brand pages, and branded applications. (2013)
Podobnik
Facebook now provides a variety of possibilities for online retailers to
provide a more "social" purchase experience, either by embedding
Facebook features into their own websites or (increasingly) by operating
within Facebook itself, according to Harris and Dennis (2011).A
Facebook storefront provides marketers with an extra channel, according
to Kang et al. outlet to help with opportunities for advertising and sales as
well as creating a beneficial connection between customers and shops.
Facebook is a reasonably cheap platform that businesses can use to build
marketing campaigns with goals ranging from raising awareness to
generating client purchases. Companies can communicate with customers
through Facebook sites, which can affect the buying cycle at every stage.
(Desai et al, 2012)
Curran et al (2011) noted that international firms and merchants, as well
as small stores, use Facebook for marketing. They understand that
Facebook is a fantastic tool for reaching their target audience.
Small businesses in India have taken notice of Facebook's popularity, and
a wide range of advertising strategies have been motivated to leverage
this brand-new medium, the Facebook fan page. People prefer seeing a
variety of companies on their Facebook news feed when using the social
media platform. For different people, different sources of inspiration may
be used to love certain brands. But whether a brand is loved on a fan page
actually reflects a strong engagement with the brand. (Kudeshia et al,
2015).

1.8.2. Twitter

In the United States, Jack Dorsey introduced Twitter in July 2006.

Globally, there are currently 310 million of good active users. With the
 26
help of social media platform, people could express their opinions in 140-
character discussions known as tweets. By providing prompt responses
and information sharing, this website also enables merchants to improve
their relationship with customers. According to Jansen et al. (2009),
retailing companies should consider Twitter as a potential promotional
tool being a part of its entire branding strategy.
Zhang et al. (2011) came to the conclusion that "company participation in
Twitter's WOM communication enhances customer participation in the
WOM communication. Twitter makes it easier for businesses to launch as
the registration process is straight forward and the system's theme is
simple. Additionally, it is a service that receives a lot of media attention,
which increases its popularity.
Twitter enables businesses to get specific users to support their brands.
Short messages that followers are likely to read can explain how to use a
product. These notifications appear on the home pages of followers. A
website link may be included in messages. Followers have the chance to
spear much time of interaction with the goods available online so a great
thanks to this link. This engagement fosters a devoted relationship and
open lines of communication between customers and brands. Bajpai et al,
(2012).
Twitter can be seen as a successful channel for marketing and public
relations, according to Alturki and Fayyoumi (2014). Twitter marketing
methods may be proactive or reactive.
According to Lake (2016), Twitter is an excellent medium for providing
your brand a voice and a personality. You must showcase your
personality and individuality in order to be successful on Twitter. That is
what differentiates it and can grow your Twitter following and turn it into
a fruitful marketing device for you.
 27
The number of business owners who are integrating social media into
their marketing efforts, such as through twitter accounts, is expanding
quickly. Despite of the status that the majorly of Twitter users were
online shoppers, the platform has advantages for large, medium-sized,
and small businesses. (Mirza Abdurrahman and Husain Dalal Al, 2015)
By participating in discussions, Twitter helps marketers to humanize
companies and support the creation and maintenance of customer
relationships. According to Kwon and Sung's (2011) research, Twitter
"permits brand anthropomorphism, which may affect the growth of
company-customer interactions and therefore foster long-term, personal
relationships while also delivering an optimal medium for disseminating
business information."

1.8.3 You Tube

Jawed Karim launched YouTube in 2005. With its partner features, video
creators have the chance to make money. Small businesses have
numerous opportunities to advertise their brands on YouTube. Several
prosperous merchants use YouTube as part of their main marketing plan
to present their goods and services to potential customers. There are
numerous ways to promote their products through this channel, including
seminars and videos. The Nation (2015)

According to Turban et al. (2010), "Twitter permits brand

anthropomorphism, which could affect the growth of one of the most
well-known social media sites and a major platform for amateur videos is
YouTube. However, it also serves as a significant medium for the
distribution of videos made for profit, such as product reviews and ads.
Luxury firms are utilizing YouTube to their advantage to draw in
customers and reinforce their brand identity. This is mostly because of the
 28
popularity of YouTube and related sites. Making cuts that are built on
brand entertainment rather than sticking to the traditional format of
posting item advertising can assist an organization's content integrate the
viewer in a deeper and more persuasive way. (Hanke, 2015)

1.8.4 Pinterest

Pinterest was started in March 2010 by Ben Silbermann and Paul Sciarra.
According to Z. Wilkinson (2016), it's a video and photo sharing website
in addition to being a site for bookmarking. The total number of users is
11.7 million. Marketers are drawn to feature their brands on this social
media platform by Pinterest's descriptive data. It has gained popularity
over time, coming in third place behind Twitter and Facebook. (2012)
Spitznagel (2013) One of the fastest-growing digital sites since its 2009
debut, Pinterest. Users adore its visually appealing design, carefully
selected boards, and user-friendly mobile app. Because people utilise it so
frequently to learn about new ideas and products, marketing has a lot of
potential. Gilbreath (2014).

Sevitt and Samuel (2013) claim that Pinterest is assisting in the reversal
of the "show rooming" trend, or the rising usage of brick and mortar
stores as showrooms for online purchases. These academics point out that
21% of Pinterest users made in-store purchases after exploring the site.
Many marketers, retailers, and online merchants have created profiles on
Pinterest as a result of these descriptions.

The potential for business engagement on Pinterest is essentially

limitless. Organizations can use Pinterest to interact with their customers,
increase sales, generate buzz about their brand, and advertise their
products online. (McCoy, 2016)
 29

1.8.5 Blogs

The special characteristics of blog marketing make it a crucial marketing

strategy. In addition to facilitating communication, blogs actively
contribute to the development and promotion of a unique online identity
that has immediate and direct effects on the material financial aspects of
the economic and social reality. Filimon and associates (2010)

According to Bodnar (2011), "A person or organization frequently

maintains a blog with regular updates of opinion, descriptions of events,
or other content like graphics or video. The action of updating or
submitting content online is referred to as "blogging."

Blogs "rank higher than Twitter for establishing [consumers'] opinions

and higher than Facebook for directing their [shopping] decisions,"
according to consumers (Redsicker, 2013).

Professional blogs help businesses engage with customers and develop

strong bonds with them. Companies can use blogs into their promotional
strategies by placing their advertisements on specific blogs through
online ad networks or by including blogs directly on their websites
(Turban et al., 2010).

If the content is strong and the blog is tailored to the demands of the
audience, business blogs are considered to be excellent marketing tools.
Since recent data indicates that marketers are going to boost blogging in
their marketing operations in the near future, marketers have also taken
notice of the potential of blogs. (2014) Stelzner

1.8.6 Google+

With other social networks to compete Google debuted its Google +

service. With over 90 million members worldwide, it has become a major
 30
actor in the online marketing industry. People can add their brands to
their Google+ circles, share with their networks, and converse with the
material that merchants have uploaded. It enables advertisers to build
pages and have direct, multi-level conversations with their target
audiences. In 2016, Georgieva

Businesses using social media in doing inbound marketing to boost up

with their lead potential and brand awareness can't overlook Google+,
which has 90 million users and is still growing after little over two years.
(Faeth, 2014)

Google+ has been skilfully designed to become a crucial component of

the Google infrastructure, easily integrating into other services like
Search, Maps, Ads, and YouTube, according to Google+ marketing
Playbook (2015). As a result, involvement on Google+ is increasingly
important for success on any of Google's services, and it's especially
important for businesses because it enhances your probability of being
found online.

The top of the marketing pyramid continues to be occupied by social

media sites like Facebook, Instagram, and Twitter, while Google Plus
offers extra advantages thanks to its integration with YouTube, niche
communities, and prominent positioning in Google search. With their
most recent feature, Collections, which is excellent for target marketing,
your brand may discover topics and influencers.

1.8.7 LinkedIn

As a platform to "hire market and sell," LinkedIn can be regarded as

being quite beneficial for marketers. It makes it easier for marketers to
connect with groups of experts who might soon become partners,
employees, or clients. It facilitates user interaction and communication so
 31
they can exchange useful information and take offline actions and
communicate with one another. According to Melanie (2013), the
communities created by LinkedIn are specialized consumer communities,
and members join groups that concentrate on professional issues as well
as common interests.

In his article about LinkedIn from 2012, Qualman claimed that the
platform "should monopolize this market for many years to come" and
that it "provides more direct and informative interactions between the
employer and prospective employee" (p. 178).

1.9 E-WOM and Social Media

Modern marketing includes electronically word-of-mouth. Businesses can
communicate with customers directly thanks to this. Different blogs, e-
commerce websites, and social networking platforms all contribute
significantly to its growth. There is nobody in charge of it. All biases are
absent from it. The ability to immediately communicate with others about
how they are feeling allows consumers to gain knowledge about how well
companies, goods, and services actually function.

Electronic word-of-mouth (EWOM), according to Wilcox and Stephen

(2013), has grown in popularity and significance as a source of product
information since the emergence of online social media. The
informational content of the networking website is impacted by the fact
that the network members give a lot of weight to the opinions of those
who have strong connections within the social network.

EWOM offers businesses a number of opportunities because it allows

them to quickly spread promotional messages to a large number of
consumers. 2014's Filieri and McLeay Companies may raise and enhance
consumer brand awareness at the lowest possible cost and without having
 32
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 33

Diversification of WOM

Consumers now had a great way for connect with the social networks and
express their thoughts and experiences with goods and services. (2014)
Moran and Muzellec Social media platforms are viewed as the most
suitable medium for eWOM because of this (Kim et al., 2014). Users
frequently use these social media sites to learn about other companies and
products, according to Barreda et al. (2015). Additionally, users
increasingly frequently utilize nick names on social networking sites,
which also eliminates the need for anonymity. This vital social media
function transfers the experience of distributing offline WOM to the
Internet. Communicating thus, eWOM shared on social media platforms
may have a greater impact on customers' purchase intentions than eWOM
shared on other platforms.

eWOM has become more and more significant as a result of

advancements in online shopping options. When users receive
recommendations from Friends or contacts they have made on social
media might visit the websites that sell the products or services. In other
words, recommendations can directly lead to a buying action if customers
consider them. This is one of the key traits that sets eWOM apart from
offline WOM.

1.10 Theories of Social Media

1.10.1 Public Relations Model

James Grunig produced a significant amount of study on managed,

organized, and professional communication systems. The logical
assumption that businesses will employ strategies that are most
advantageous to their enterprises served as a foundation for some of the
 34
work. Grunig put forth four main types of organizational public relations
behavior models: public information, press representation/publicity, and
two-way asymmetrical and two-way symmetrical (Grunig and Grunig,
1989).

Research by Grunig et al. (1995) effectively summarizes the four models.

The situation depicted by the press agentry/publicity type is one in which
media attention is being sought after in every manner imaginable. In the
public information model, there is an inside employee that disseminates
fairly accurate information about the company without saying anything
unfavorable. In the two-way asymmetrical paradigm, research is done to
comprehend audience demands in order to develop messages that will
affect their behavior in a way that is advantageous to the company, but
the organization has no motivation to alter its own behavior.

The two-way symmetrical model, last but not least, aims to use
communication to alter the behavior and attitudes of the organization and
the Public in a way that is advantageous to both. The two-way
symmetrical model is generally thought to be the best of these four. The
ideal relationship between a corporation and its public is typically
considered as one that establishes two-way communication that benefits
both the customer and the organization.

Additionally, a business that is open to changing its own behavior in

response to input from its external stakeholders appears to be able to
build a favorable brand image, solid relationships with customers, and a
strong reputation in the neighborhood. Top public relations firms do
certainly According to a literature review on interactive media relations
by the International Association of Business Communicators (IABC),
 35
organizations base their communications more on the two-way
symmetrical model than any other. (Grunig, 1990).

Overall, several of Grunig's research's major tenets—targeted

communications, It would seem that on social media sites like Facebook,
a two-way dialogue with audience voice monitoring would be the optimal
format for communication. Even though these technologies appear to be
specially designed to engage audiences in a two-way discourse, many
modern companies do not fully utilize the social media tools at their
disposal. For instance, O’Neil (2014) Researchers looked at how NGOs
and Employing relationship techniques on Facebook, Fortune 500
companies have found that there is a lack of two-way communication;
large companies are more inclined to use strategies that demonstrate one-
way communication. Another study of Fortune 500 companies revealed
that companies abused Twitter to hasten stakeholder communication.
(2010) Rybalko and Seltzer. These findings suggest that companies may
be falling behind in creating a symmetrical, two-way communication
model on social media sites. Most research using Grunig's public
relations model indicates that contemporary businesses would profit from
using a more symmetrical two-way communications strategy.

1.10.2 Uses and Gratifications Theory

The idea that people interact with media in ways that suit their particular
requirements forms the basis of the uses and gratifications theory.
Gurevitch, Blumler, and Katz (1973) the key finding of this study was
that it made the case that individuals use media to engage with one
another. It claimed that people use mass media with goals in mind and
relate their media preferences to meeting needs. According to the early
 36
uses and gratifications research, people deliberately consume traditional
mass media (newspapers, radio, and television) to satisfy specific needs.

Haridakis and Hanson (2009) examined the relationship between new

media and user behavior. According to the study, people used YouTube
in a way that was consistent with the uses and gratifications paradigm. To
fulfil their requirements for pleasure and information, users of the video
service did just that. Co-watching videos with others satisfied people's
demands for social contact. Sundar and Limperos (2013) examined 20
studies on the topic of media use's uses and gratifications and came to the
following conclusion: Two themes stand out in the landscape of uses and
gratifications research conducted between 1940 and 2011: (1) It seems
that new gratifications do emerge as we switch from older to more
modern media; (2) Some general gratifications, particularly those
connected to social and information functions, seem to become more
nuanced and specific with more modern media. The proof that media use
is deeply ingrained in people's social and informational functions surely
seems important to highlight. Additionally, it does seem that novel
discoveries result in fresh pleasures. Regarding the legitimacy of new
media, Sundar looked into this idea. (Sundar, 2008). Additionally, the
uses and gratifications idea has served as the basis for additional fruitful
study on how individuals interact with media. Ko, Cho, and Roberts
(2005) explicitly explored how websites can be interactive. They thought
that the Internet could cross geographical barriers to improve consumer
interactions.

Two key aspects of online engagement were identified by the researchers:

(Interaction) human-human and human-message (word-of-mouth).
According to their analysis of online web usage, users who interacted
 37
with other users in person or via messaging gave websites a higher rating.
Increasing the purchase decisions and a favorable perception of the brand
resulted from this. (Ko, Cho, and Roberts, 2005). But going with flow is
not just restricted to websites. According to a Facebook and Twitter
study, desire for social connection predicted like, sharing, and
commenting on Facebook as well as tweeting backs. (Alhabash et al
2013). It's undeniable that contemporary communications studies seem to
place a strong emphasis on the interactive usage of availability of media
and social media platforms to suit the requirements of people.

From the explanation above, it is evident that the Uses and Gluttony
model proposes that people use new media, which is dominated by
Facebook, to satisfy their social, informational, and entertainment
demands (interaction, word-of-mouth and Trend needs).

1.10.3 Fashion Industry

The fashion industry is a multi-billion dollar industry that includes stores

selling clothing, accessories, and cosmetics as well as those responsible
for marketing and merchandising the products through media such as
social media. Compared to the middle of the 19th century, when the
majority of clothing was manufactured by hand, the fashion business has
grown quickly thanks to industrialization. This has had a good impact on
the advent of mass production, which has led to the standardization of
sizes and pricing. The European and American markets have produced
the first of the two marketplaces. After that, as time went on, the fashion
industry became international. Because of this, even though it is known
that the manufacture of the primary product itself may take place in a
different country, the site of producing the raw materials for a given
product may be located there. Many businesses in the sector embraced
 38
globalization to move their production offices and manufacturing
facilities in order to boost profits and save expenses.

This sector is thought to be a multi-million dollar industry that caters to a

variety of diverse target markets. Some claim that the fast fashion
industry has existed for at least two sub-industries that respond to their
own research and demand. They could be distinguished based on how the
marketer typically promotes the product. Although the primary purpose
of the function is already set, the target market that the marketer is trying
to attract may have distinct demands and desires.

The rise of information technology has drastically changed the ways in

which people interact and do business, turning the world into a small,
interconnected village. The development of social media has altered the
world and its entire system of governance while also bringing its people
closer together. The term "social media" describes the behaviors,
practices, and behavior of social groups who congregate online to share
information, experiences, and points of view via unofficial media.
Colloquial or conversational media are often referred to be online-based
apps that have made it possible to generate and exchange material in the
form of text, photos, videos, and audios. (Brake, 2009). Over the past ten
years, social media has evolved into a potent marketing tool. It has given
marketing a new dimension in addition to providing numerous options for
marketers to increase customer brand recognition. Today, it is recognized
as the most open, engaging, and interactive public relations method. The
term "social media" refers to a group of websites and online discussion
boards where people can exchange data, profiles, theories, observations,
perceptiveness, and media in general. Additionally, it makes it simpler for
people all over the world to interact and speak with one another. (Moran,
 39
2012). One industry considered to be naturally and optimally adapted for
social networking is fashion. In the context of the fashion industry, social
media refers to the social networking websites and other online platforms
that enable the fashion industry to interact with their clientele utilizing the
most recent social networking technologies. The fashion business uses
social media to forecast consumer behavior and analyze trends. Its
embrace of social media has allowed it to establish itself as a
phenomenon. The Factionists now have access to a new source of
inspiration because to the popularity of social networking sites like
Facebook and Twitter. We may get a range of perspectives on many
subjects through Facebook, Twitter, and other social networking sites,
from fashion blogs to live streaming of runway shows, from the big
fashion weeks to social purchasing. It's turning become a key runway for
the fashion business. Social media's power and influence over the fashion
industry cannot be disputed. In the twenty-first century, it is critical for
fashion designers to be active on social networking sites. The brands and
businesses with the biggest fan bases are those who thoroughly
understand social media. Additionally, fashion bloggers are becoming
more and more important in the business. They are recognized as active
thinking leaders in the area. Fashion bloggers act as a liaison between
target customers and brands to solicit comments on their products, and
blogs give designers a chance to solicit opinions on their lines. Because
blogging allows customers to communicate with the brands they love, a
new muse has formed initially, print media predominated and was highly
powerful, but power today rests with the public and what they perceive to
be reliable. If they consider bloggers to be reliable, it is also seen as
powerful. (Louw-2011) Blogging, the current dominant trend in the
fashion industry, is unquestionably determining, changing, and
 40
revolutionizing the media sector and its operation. The public now has
greater access to the fashion business because to social media, which has
grown dramatically in recent years.

The 1.3 trillion dollar fashion industry, a huge economic force and
significant contributor to global GDP, employing more than 300 million
of population across the world. Major worldwide brands dominate the
market, where this industry competes in a competitive manner. The
fashion industry has been recently experienced remarkable growth and
major improvements despite of the terrible financial crisis of the previous
10 years. The fashion business is currently doing its operations in a
highly competitive world and marked by rapid transitions and increased
unpredictability, according to market research undertaken by some of the
top global consulting organizations (McKinsey, Deloitte Group, BCG). A
big Thanks to developments in the medical segment and other reasons, in
the fashion industry that business today has the opportunity to provide
services to both the young and old generations simultaneously. Due to
this aspect, both business tactics and marketing techniques must be
diversified in order to meet the wants of both millennial and retired
consumers. The primary factors that are causing uncertainty are
geopolitical and economic volatility, which have hurt the market since the
2008 financial and economic crisis. The industry is anticipated to grow
more slowly in developed markets and flatten out in emerging nations in
2019, according to data from the World Bank, the International Monetary
Fund (IMF), and the Organization for Economic Co-operation and
Development (OECD). These are the areas that are mostly affected by
this tendency are those in Europe, the Middle East, and Latin America.
As a result of growing economic instability and political unrest,
consumers are spending less on fashion products, but demand for
 41
discounted, personalized clothes is expected to rise in the coming years.
Along with political upheaval, recent years have been troubled by
terrorist attacks, natural disasters, and new illnesses. These incidents have
serious repercussions for businesses and the communities where they are
headquartered in addition to the bad effects they have on the people they
directly affect.

The competitive climate has undergone a considerable change as a result

of the economy's growing digitalization. The digital world and the
fashion industry are getting more and more entwined. Various Digital
platforms and digital marketing strategies are these days becoming
increasingly prevalent in the fashion market due to the expansion of e-
commerce that allows firms to communicate with customers through
virtual reality. The luxury clothes category, which McKinsey predicts
will make up around 13% of the overall fashion industry in 2020, is one
where online sales are expected to rise significantly compared to total
sales in the future. In contrast to geographic routes and the expansion of
store networks, the fashion industry has recently witnessed a
strengthening of links with present customers through advertising and
online promotion. ICT investments and the digitalization of the value
chain, in the opinion of the majority of fashion CEOs, present promising
opportunities. As the fashion industry undergoes an increase in the
number of quickly changing fashion trends, technology investment
becomes strategically important. By localizing resources and products
(for example, by digitizing inventory), shortening product life, and
considerably reducing labor costs, technological advancements in the
production process might open up new economic options. They can also
make processes more sustainable. The International Labor Organization
(ILO) predicts that within a few decades, more than half of all salaried
 42
workers in the fashion industry and other manufacturing-based sectors
will be replaced by automated techniques and cutting-edge technologies.
This is particularly true in developing nations, where a large portion of
the industry's workforce is located. Because of the combination of
employee empowerment, development sprints, and the capacity to
provide solutions quickly to clients, agile firms are typically more stable
and active. Building adaptable supply chains and delivery methods that
can react swiftly to environmental changes is a requirement for agility for
the fashion industry. Situations like instability and disruptions will
persist. In light of the competitive environment's volatility, successful
fashion brands are responding adaptably to prioritize meeting client
wants. Long-term survival has made being dynamic a strategic need,
which means that companies must adopt new technology, evaluate
emerging trends, and figure out how to convert these barriers into
marketing opportunities. A successful corporation must be an "agile"
organization since they cannot postpone decisions as markets and
consumer behaviors get more sophisticated every year. The fashion
market is getting increasingly concentrated in this highly competitive
environment. This phenomena is represented in the rising expansion of
merger and acquisitions operations on the one hand and, on the other
hand, in the number of online retailers. Brands in the fashion industry
now feel more at ease and less uncertain about the problems of the global
market thanks to the development of large conglomerates. Consumer
behavior and preferences are continuing to change quickly, along with
changes in the competitive environment in which fashion firms operate.
As a result, businesses must quickly adapt to new trends by focusing on
product innovation and inventing new designs for new fashion trends.
 43
In particular, the most important changes affecting fashion demand can
be summarized as follows:

Consideration of the circular economy and sustainability in recent years,

customers' purchase decisions have grown increasingly influenced by
sustainability. In recent years, issues including the increase in the world's
population, climate change, and the shortage of land and water have
gotten worse, and this business has seen an increase in the pressures
connected to sustainability for both products and manufacturing
procedures. Fast fashion, a recent phenomenon with significant effects on
the industry, accelerates issues because it uses a lot of water, releases a
lot of dangerous chemicals into the environment, generates more trash,
leads to more human rights violations, and increases greenhouse gas
emissions. Consumers want more information about both the origins of
products and the caliber of the materials used, and they are increasingly
demanding openness throughout the entire value chain. In an effort to
address these issues that have arisen on the demand side, brands
frequently list the Materials costs, markup, labor costs, transportation
costs, duty fees, and other expenses. Numerous cross-industry initiatives
have assisted businesses in identifying more sustainable working
practices throughout the product life cycle, and many brands have
publicly stated their commitment to sustainability. They have also
established standards for the importation of fabrics and are supporting
initiatives to advance innovations in the materials used to make clothing.

Online purchasing is considered to be the most popular online shopping

categories around the world are included in statistical rankings on the
Statista.it website, sorted by the percentage of internet users whom had
made online purchases in particular categories. According to this website,
 44
57% of internet users globally purchased fashion-related items online in
2018. Over the past few years, online platforms have grown in size and
importance in the fashion business. Numerous platforms, such as
Zalando, Amazon, and Myntra, currently participate in the fashion
industry by their own private label fashion offerings. The premium and
luxury markets are also likely to see an increase in online platforms; in
this setting, fashion companies are aligned in improving the client
experience and widen the range of services offered. Fashion firms have
been compelled to work with online platforms as the importance of online
buying for mass market and luxury fashion items grows. Because they are
afraid of losing some control over their brand or firm, the majority of
traditional fashion companies are still wary of collaborating with large
online e-commerce competitors. It is necessary to sign terms that will
benefit both parties when companies and online platforms commit to a
relationship. Fashion companies seems not to ignore e-commerce any
longer, and forming a collaboration with major online players may be a
good strategy to stay in business, raise the likelihood of selling goods in
new countries, and boost brand recognition all at once.

Quick fashion Greater competitive pressures are there, and the demand
for new collections is still rising globally. A new behavior known as "see
now—buy now" has been adopted by customers as a result of collections
changing about every three weeks. Not only are collections and new
fashion goods introduced to the market seasonally, but also more often
throughout the year. At the end of 1989, when Zara opened a store in
New York, The New York Times first used the term "quick fashion."
According to this source, it takes a Zara garment 15 days to get by the
mind of a stylist to the actual sale of the product in a store. Everyone can
now dress in accordance with the newest trends thanks to the economic
 45
phenomena known as fast fashion. The majority of people now consider it
normal to spend little to dress stylishly and differently, which is what
fuels the popularity of the "fast fashion" trend, which is quickly taking
over every sector. Customers enjoy seeing new variety of products every
week or month in their favorite retailers, and as a result, the demand for
new fashion collections has increased over a shorter period of time. On
the other side, this technique has put more pressure and strain on
designers' However, from a production standpoint, the production
rhythms placed on enterprises that follow this trend can only be sustained
by delocalizing the production to regions with cheap labor costs, where it
is simple to abuse workers.

Personalization. Consumers now have higher expectations than they did a

few years ago for high-quality products, experiences that allow for
customization, and timely assistance at affordable prices. Fashion
products are chosen by consumers based on their individual interests and
guiding concepts. Fashion businesses must comprehend how to provide
goods and experiences that clients would regard as distinctive in order to
succeed in response to this trend, a lot of fashion companies have grown
their product categories and transformed into "multistyle brands." in
increasing numbers. This approach may be effective, but occasionally a
business must consider what distinguishes a brand's goods from those of
rivals and customers alike. Brand diversification cannot be the only ideal
approach because a poor decision can quickly ruin a brand's reputation.

Artificial intelligence use of this technology approach assists in

transforming sizable and diverse datasets into richer knowledge that
businesses may employ to enhance every aspect of the supply chain, from
design to production, sales, and advertising. Understanding customer
 46
preferences is a major use of artificial intelligence. By tailoring adverts
and personalizing promotions, this enables businesses to promote to
people who have expressed an interest in a certain sort of product (for
instance, through web searches or the number of clicks). Potential clients
will so see adverts for goods and services that the artificial intelligence
programs recognizes they were looking for, or even ones that are
complementary.

Influencers and social media are important. One of the latest trends in the
growth of e-commerce is the use of social media to encourage social
interactions and user-contributed sales and purchases of online goods and
services. Since the phenomenon is just starting to spread, its full potential
has yet to be identified and examined. Since social media is becoming so
widespread in past few years, businesses may now create a real social
media strategy to take advantage of the immense potential that these
channels offer. Examples of social media include Facebook, Twitter,
YouTube, blogs, wikis, and many other social platforms. Additionally,
despite the fact that the fashion and traditional clothes sectors are seeing
constant reductions during this economic downturn, the fashion and
online apparel sectors have experienced the greatest growth in terms of e-
commerce sales. Companies no longer view a multichannel approach as a
straightforward way to increase sales, but rather as a beneficial
instrument for managing the connection with the client by providing as
many options as possible to assist them in their purchase. Multichannel is
a growingly complex phenomena that involves the client at home and in
all of its activities across several platforms. In the post-sale phase, social
networks have a strategic role, even if search engines perform a specific
role in the information search. Because customers view influencers'
lifestyles as more attractive and authentic than traditional marketing in
 47
the social media age, the influencer position in the fashion business is
expanding. Because they are not models and are not required to
participate in campaigns, influencers are seen as being closer to the
general public because they wear what they like and what fits well on
their bodies and display their wardrobes during regular days in regular
situations. This crucial decision does not only consider the number of
followers, but more importantly, the basic capacity to interact with their
audience (customer engagement) by asking them to submit comments,
likes, and thoughts, as well as the ease with which they may quickly
increase their following. Strong brands that can compete successfully in
the market today all exhibit rapid brand growth, social media impact, and
distribution focused on e-commerce.

Addiction to smartphones. According to data from McKinsey and the

BoF Fashion Survey of 2018 and 2019, mobile data traffic has surpassed
desktop traffic, and half of the young "millennials" generation spends
more than three hours each day on their own cellphones. The need for
consumers to visit websites designed for mobile devices and make
purchases straight from their smartphones prompted several fashion
businesses to create mobile applications. Mobile payments are rapidly
expanding as more consumers learn about the convenience of utilizing
their phones for transactions each year.

Ownership is less important. In addition to paying more attention to

sustainability and the cost of sources, consumers nowadays seem to want
to use a diversity of products and models. More and more customers are
opting to rent apparel rather than buy it.

One of the most significant trends in recent years, among the

aforementioned changes, is without a doubt the focus on sustainability.
 48
The concept of circularity is closely related to that of sustainability, as
new efforts based on a circular economy have lately emerged in the
international market. For instance, the "Circular Fibers Initiative"
launched by the Ellen McArthur Foundation marked the first signs of
textiles circular economy knowledge. Three guiding concepts of their
strategy—minimize waste and pollution, keep products and resources in
use (circular system), and regenerate natural systems—promote a shift
from the current industrial system to renewable energy sources. We'll
examine the most recent fashion market trends in terms of sustainability
and the circular economy in the section that follows to conduct a
thorough analysis of how the younger generations view these concerns in
connection to the fashion industry. In fact, a growing number of young
consumers are demonstrating a high level of sensitivity to social and
environmental issues, and those ideals impact their purchasing decisions.
The fashion industry is demonstrating the increased propensity of young
customers to stick with brands that emphasize certain themes while
avoiding others.
In this context, the purpose of this study is to provide a first, exploratory
deepening on a topical topic that has received little attention from the
managerial literature thus far and is open to additional investigation. In
reality, the strategies and business models of fashion firms reflect the
increased importance that consumers—and particularly younger
generations—assign to concerns of sustainability and the circular
economy, which has led to a rethinking of sectorial boundaries. For
management academics, this viewpoint opens up intriguing study
directions, particularly for marketing and corporate strategy studies.
During the change in buying and selling techniques. On platforms like
Facebook, Twitter, and YouTube, customers may tell their friends about
 49
the opinions and experiences they've had with brands and establishments.
Businesses must now more than ever deliver excellent customer
experiences to prevent bad word-of-mouth from quickly reaching other,
potential customers through social media platforms. Blogging is another
popular social media platform among women who are interested in
fashion. A cost-effective method of promoting products directly to the
target customer, fashion blogs have become one of the most popular
platforms for online reviews and suggestions. Women come here not only
to hunt for certain products to buy, but also to roam about and
accidentally stumble across something attractive. It could increase the
number of purchases done through online stores as a result of its
capability to connect users directly to the point of purchase.

The rise of social media and the changes in alternatives have had a
substantial impact on the buying behavior model, which covers the
traditional manner of purchasing products. Social media has given them
the ability to do even more in-depth assessments of companies and share
their personal insights and opinions with other users, potentially leading
to a viral marketing impact that might reach thousands of users with only
a few mouse clicks.

1.10.4 Brand Equity

Brand equity was defined as "the extra value with which a certain brand
endows a product" by Farquhar's in 1998. (p. 24). Three potential sources
offer value to this as well. The first is the cognitive psychology approach,
which explains how customers react differently to a business's marketing
mix depending on how they view and identify a brand (i.e. Aaker, 1991;
Keller, 1993; Anderson, 2007). The higher utility that a brand name
confers on a product is explained by the information economics
 50
perspective, which comes in second (i.e. Wernerfelt, 1988; Erdem and
Swait, 1998). The third point of view is that of the financial markets,
which characterizes the source of added value or equity of a brand as a
monetary value equal to the market value of the company less the value
of its tangible assets (Simon and Sullivan, 1993). Worker-based brand
equity (EBBE), as described by King and Grace (2009: 130), "the
differential influence that brand knowledge demonstrates great attention
on employee's responses within their work place," is a fourth aspect of
added value or equity that has more recently been put forth. This fourth
factor is interesting as many of the ‘strong brands’ that are dwelling today
such as goods and services through an important service component, by
which such an industry’s employees were held critical in the process of
delivery of the brand experience. Aaker (1991) and Keller (1993) had
created the fundamental and most important ideas out of all brand equity
notions. The four elements of brand equity that Aaker has considered are
perceived quality, brand associations, brand awareness, and brand loyalty.

Brand awareness is defined as "when a potential customer is able to

recognize or recall the specific brand as a member of a particular product
category" (Aaker, 1991: 61). Brand awareness is the end outcome of
exposing customers to a brand. Therefore, increasing brand awareness is
the first and most important stage in creating brand equity. By assessing
brand identification and recall, we can gauge brand awareness (Keller,
1993; Aaker, 1996).

The core of brand equity is said to be brand loyalty. Accordingly, it is

described as "a deeply rooted commitment towards re-purchasing a
particular goods and services for the future, thus causing in repetition
same brand, or same brand set, also to do purchasing despite of certain
 51
situations and do influenced and also perform marketing efforts which
had the power to create and also for switching behavior" (Oliver, 1997).
According to Gil et al. (2007), brand equity is expected to result from
brand loyalty, which has been demonstrated to be recognized as a crucial
aspect of equity. They have a wide variety of brand loyalty concepts that
they have developed based on consumer perception. Brand loyalty
demonstrates a significant value to a business because it is involved in
creating a group of buyers who are regarded as loyal for a longer duration
and this will not likely shifts towards a competitor due to price.

Brand associations is the concept which means to be as the representative

of a brand that is counted for a consumer therefore it is mentioned as ‘any
feature which is directly correlated towards memory for a particular
brand’ (Aaker, 1991: 109). The foremost information of any useful
contact or which has an experience about customer is held with a brand
might be easily helped in the creation, doing favorable changes and also
reinforcing them with around certain favorable or unfavorable variables
in the environment (Keller, 2003). Different associations shows a positive
impact on brand equity, it should be unique, strong and favorable one
(Keller, 2003).

Finally, the meaning of perceived quality means the relation towards the
customer judgment of a certain goods or services Zeithaml, 1988).
Therefore, businesses have been suggested to mainly focus on the real
based quality of particular brands and also to create a great chain of
information towards network of communication with that quality in order
to positively influence perceived quality through their marketing
activities in consumer-based brand equity. Higher perceived quality
among consumers to persuade them to buy the brand in order to
 52
differentiaate the braand in ordder for bu
usinesses to charge a premium
m price
and then move
m forw
ward with the brand
d (Aaker, 1991).
1

In order to
t thoroug
ghly illustrrate the toopic, let's use an exxample. Suppose
you asked
d anyone to name the top first
fi three fast foodd restauran
nts that
sprang to
o mind. Th
hey wouldd then meention thee 'top of m
mind' bran
nds for
those bussinesses. Contrarily,
C , brand im
mage is made
m up off all perceeptions
for a bran
nd that are mirrored by brand connectio
ons that coonsumers have
h in
their mind
ds conneccted to quualities, ad
dvantages,, and attitu
tudes. Theerefore,
the goal iss to forge in consum
mers' thoughts distin
nct, powerrful, and positive
p
connectio
ons that boost the bbrand's reeputation. The markketing mix
x tools
can regulate some of these rrelationships. Sincee many brrand assocciations
depend on
o factors outside oof a comp
pany's control, succh as third
d-party
brand info
ormation, word-of-m
mouth, co
onsumer in
nteractionss directly related
to the brand,
b an
nd consum
mers' ideentification
n of a brand with
w an
organizatiion, nation
n, place, eevent, or person
p thatt is not neccessarily the
t one
intended by the co
ompany, ccomplete control
c ov
ver a brannd's imagee is not
possible.

Fig. How
w Brand Equity
E is formed
f
 53
The most precious assets of any company are their "brands" and
"customers," hence brands should be nicely handled as valuable, long-
term business assets that could generate returns in the future. Brand
management is crucial because, from a customer's perspective, it can
differentiate a company and contribute to its success. According to the
AMA, brand equity is "based on customer views about good brand
features and favorable repercussions of brand use" from the point of view
of the consumer. As a result, developing a positive and favorable attitude
toward a brand is crucial, and this is why extensive study has been done
in this area. Brand equity was a crucial notion for managers to understand
up to the end of the 1980s, but David Aaker defined and examined it in
his 1991 book Managing Brand Equity. The book offers several
suggestions for managing brand productivity and was designed with the
intention of assisting managers in understanding the value of creating
great brand equity. After that, numerous researchers studied the idea and
highlighted various points of view regarding the term "Brand Equity," but
there was one fundamental idea that they all shared: "Brand equity is the
"added value" given to a good or service as a result of prior investments
in the marketing for the brand." Building and maintaining great brand
equity is essential in today's competitive environment because it
influences customer preference and boosts buy intentions (Cobb-Walgren
et al., 1995). According to financial studies (Srivastava and Shocker,
1991; Aaker and Jacobson, 1994), market power (Farquhar, 1989; Wood,
2000), the development of sustainable competitive advantages
(Bharadwaj et al., 1993), brand extension (Keller and Aaker, 1992), and
consumers' willingness to pay higher prices, higher brand equity results in
higher profit with share returns (Keller, 1993; Anselmsson et al., 2007).
Brand equity, according to Lemon et al. (2001), aids in bringing in new
 54
clients, serves as a reminder to clients of the company's goods and
services, and fosters a strong emotional bond between clients and the
business.

Brand Equity: Definition

Brand equity is a multifaceted idea that totally depends on consumer

mindset and company efforts to take advantage of the opportunities
presented by these knowledge systems. Tuominen, P. (1999) in his article
‘the section under "Managing Brand Equity" discusses multiple
definitions and brand equity components. By giving clients useful
information, it adds value by fostering confidence and supporting
purchasing decisions. Value is created for businesses through enhancing
marketing effectiveness, fostering brand loyalty, boosting profit margins,
and differentiating them from rivals.

Brand Equity Models

Numerous studies on brand equity have been conducted since the late
1980s, but there is still much debate over what brand equity is and how to
measure it. (2002) Yoo and Donthu Marketers are aware of the
importance of brand equity, but building it requires choosing the
appropriate dimensions. Therefore, having a basic understanding of the
various brand equity models is crucial for managers.
Such insight could assists in creating great brand equity. Numerous
researches have been conducted in the past with the goal of identifying
the important factors that influence brand equity.
Consumer and financial views are two of the most common ways to
assess brand equity. Aaker was the first to discuss Brand equity from the
perspectives of customers and businesses, and his model frequently
serves as the foundation for other studies in this field.
 55

Aaker’s Brand Equity

E M
Model (19
991),
Brand Equity
E Te
en (1996
6)

David Aaaker develloped a m

model that outlines five intanngible asseets that
brands neeed to po
ossess in order to develop brand
b equuity in his book
"Managin
ng Brand Equity."
E I f these ressources arre properlyy manageed, they
can increease the value of the good or serv
vice and produce happy
customerss. These assets incclude bran
nd associations, peerceived quality,
q
brand awaareness, brand
b loyaalty, and other
o exclu
usive asseets. (Aakerr 1991,
19-21) (R
Refer: Fig
gure 2.2). The menttioned boo
ok gives a clear and
d well-
defined sttructure on
o how thhese attribu
utes link to brands and theirr target
markets, to brand
ds' logos and tag
glines, an
nd to eacch of th
he five
aforementtioned dim
mensions and assetts. To hig
ghlight thee significaance of
brand eq
quity, he providedd real-wo
orld instaances. Onnce a marketer
m
recognizees the worth of braand equitty, they can managge that po
otential
value by following
f a brand equity roaddmap, in his
h opinionn.

Fig. Aakeer’s Brand Equity Model

 56
As a follow-up to his earlier work, Aaker created the "Brand Equity Ten"
model in 1996, which highlighted and divided the five assets into a select
number of quantifiable components that could be clustered and separated
to calculate brand equity. (Refer Table 2.2). These measures are context
specific and helps in starting the research; but depending upon the
product category and degree of depth of study the variables could be
altered by the user. For each dimensions few measurable points were
identified through which brand equity could be analyzed. The following
table shows how the five set of assets could be measured.
Brand Equity Ten Measuring criteria
Brand Loyalty Price Premium
Satisfaction/Loyalty
Perceived Quality Perceived Quality
Leadership
Associations/ Differentiation Measures Perceived Value
Brand Personality
Organizational Associations
Awareness Measures Brand Awareness
Market Behaviour Measures Market Share
Price and Distribution Indices
Source: Aaker (1996), Measurement of brand equity across the products and
markets. California management review, 38(3), 103.

(A) Loyalty

According to Aaker, brand equity has several key components,

including loyalty. Customers that are loyal can build a wide solid
base for the business, are typically willing to pay a premium price,
don't respond favorably to competitor inventions, and act as a
safeguard against harmful price competition. Price Premium and
Satisfaction are two metrics recommended by Aaker (1996) to
evaluate consumer loyalty.
 57
Price Premium—According to Aaker, buyers are deemed devoted
if they are willing to spend extra for a specific brand. However,
calculating this factor also presents some challenges because price
premiums are compared to rivals, making it challenging when there
are more businesses competing in the market. Occasionally, due to
legal limitations or market circumstances, price differentiation may
not be applicable, rendering the context of price premium useless.
Occasionally, due to legal limitations or market circumstances,
price differentiation may not be applicable, rendering the context
of price premium useless.
Satisfaction—This measurement only applies to consumers who
are actively using the product or have used it recently (within the
previous year), therefore it focuses on the user's experience. This
measure's main drawback is that it doesn't apply to people who
don't use the brand. Consequently, there is no assessment of the
level of brand equity outside of the consumer base.

(B) Perceived Quality

This asset has to do with what clients anticipate from the goods or
services that are being provided to them. Literature emphasizes the
significant influence where perceived quality may have on a brand's
equity because high levels of perceived quality increase brand preference
and hence increase brand equity. Consumers judge the product's quality
by using branding components like the company name, logo, packaging,
commercials, and other brand identities, you may help consumers form
favorable perceptions of your product or service. (Kirmani and Rao,
2010). Two metrics have been proposed by Aaker (1996) to assess
perceived quality: Perceived Quality and Leadership/Popularity
 58
Due to its applicability across all product classes, perceived quality
is a variable that is extremely relevant for assessing brand equity. It
can be assessed by contrasting it with competing brands in terms of
their packaging, advertising, consistency, and other factors. The
issue with this measure was that respondents were expected to
provide a frame of reference for brand comparisons, which could
complicate the analysis. In addition, there would be differences in
the perceptions of quality among devoted patrons, switchers, and
patrons of other brands.
Influence/popularity a metric that takes into account factors like the
product or service's level of innovation within its category, client
acceptance, and usage popularity. The main problem with the
measure is this, although it is represented in market size, popularity,
and innovation, it had not undergone the same level of thorough
investigation as many other dimensions.

(C) Brand Association

Brand association is a concept which gives a brand significance. Three
different kinds of brand associations exist. These three things are brand as
a product, brand as a person, and brand as an entity.
Brand-as-product (Value)—This method evaluates the functional
qualities of the product, which can be done by determining whether
the brand offers good value for the money and what characteristics
set it apart from similar items from rival brands. All product/service
categories will be able to use this notion. The main criticism of this
metric was that value resembles the element of perceived quality
somewhat.
Brand as person (Brand personality)—A brand benefits from
having a personality by establishing an emotional and self-
 59
expressive connection, which in turn promotes consumer retention
and distinctiveness. The five facets of brand personality that Aaker J.
(1997) defined are sincerity, enthusiasm, competence, sophistication,
and ruggedness. Few brands may have a particularly steady
personality, which makes this assessment problematic for some
brands. Organizational associations that view a brand as an
organization .This component considers the people, principles, and
initiatives that support the brand. However, association would
become a little challenging if firms kept changing their image in
relation to specific individuals, such as who supports the product,
value proposition, or campaign that they are using.

(D) Brand Awareness

The many levels of brand awareness include brand recognition, recall, at

the top of mind awareness, brand dominance, brand knowledge, and
brand opinion. (According to Aaker). Perceptions and attitudes can be
impacted by awareness. However, he considers brand recognition and
awareness to be crucial from a research perspective since they have a big
impact on how consumers make decisions (they assist the brand to be a
part of consideration set and further gear up the probability of purchase).
Brand recognition is the ability of customers to confirm prior exposure to
the brand when given a hint about the product category. While brand
recall is the consumer's capacity to recall the brand when the product
category is presented.

Market Behavior

The previously mentioned characteristics (brand association, brand

awareness, perceived quality, and brand loyalty) need for official
surveys, and sometimes measuring them might be challenging. But
 60
when it comes to market behavior, we can rely on secondary data
because it covers things like distribution coverage, market share, and
market pricing. The fact that this measure is easily accessible and
available is a plus.
Market Share: This statistic, which can be found on numerous
trustworthy websites like business websites or research analysis
reports, quantifies how well a brand is performing in terms of sales
and where it stands in the market in comparison to its rivals. If
consumers purchases the goods or if it has a strong brand equity,
market shares are sure to increase. However, the drawback of this
sort of assessment is that it is a short-term measurement alternative
and might be challenging to gather pertinent data if the product class
or rivals set are not clearly defined.

To get beyond market share constraints, market pricing, or the relative

market price at which the brand is being sold, can be computed. One may
calculate the average price at which a brand is sold by dividing it by the
relative market price, which will give the average price at which all
brands in that product category were offered for sale during the month.
The issue with this measure is that the conventional base calculation is
not straightforward because different variables like tariffs, taxes, and
retail rules might be applied to certain product categories.

Distribution coverage can be assessed by identifying elements such as

outlets that sell the brand or people who can purchase it but prefer the
market price, gathering and analyzing data, and analyzing the results.

Customer-Based Brand Equity (CBBE) Model: Keller (1993)

Kevin Lane Keller (1993) in his book The Keller's Brand Equity Model,
also known as the Customer-Based Brand Equity (CBBE) Model, was
 61
created by
b the fieeld of "strrategic brrand management."" Kenneth
h Lane
From thee viewpoin
nt of the consumer, Keller has thougght aboutt brand
equity, which,
w in his wordds, is "thhe differeential influ
luence off brand
knowledg
ge on con
nsumer re sponse too the mark
keting off the bran
nd." He
asserts th
hat it is crucial
c to compreheend customer persppective—tthat is,
how custo
omers feeel and thinnk about our
o produ
uct—in ordder to dev
velop a
strong brrand equitty. Long-tterm favo
orable word-of-mouuth and devoted
d
customerss can resu
ult from sttrong brannd equity. Keller tak
akes into account
a
brand equ
uity by examining thhe feedbaack custom
mers proviide regard
ding the
marketing
g strategy of a speciific brand. He believ
ves that thhere are fo
our key
steps that must be taken
t in oorder to deevelop a strong brannd equity,, which
are furtheer broken
n down innto six brand-buil
b ding com
mponents. (Refer
Figure 2.3
3).

Fig
g. Customeer-Based Brrand Equity Pyramidd

Source: Keller,
K K. L. (2001). Buuilding custtomer-based
d brand equuity: a bluep
print for
creating strrong brands (pp. 68-72)). Cambridg
ge, MA: Maarketing Sciience Institu
ute.

(A) Bran
nd Identiity: Bran
nd Salien
nce

The abilitty to recalll and recoognize thee brand iss a factor tthat is rellated to
raising cu
ustomer aw
wareness. Linking a brand by
y componeents may be as a
name, log
go, taglinee, jingle, eetc. is anotther aspecct of brandd awareness. The
 62
customer's ability to distinguish the product from rivals and knowledge of
the product category in which it competes should be ensured. Because it
can aid consumers in developing positive associations, category
identification, and, in the case of less involvement in products, brand
inclusion in consideration sets, he views salience as an influential
element.

Brand identity dimensions: The depth and breadth of the product are the
two phrases that can be used to gauge brand awareness.

While width of the product refers to the variety of purchase and

consumption pattern, depth of the goods relates to the recall and
recognition ability of the client. As a result, it's critical for marketers that
their product be able to take up some real estate in consumers' minds.

(B) Brand Meaning: Brand Performance and Brand Imagery

According to Keller, the second phase involves forming an image in

the client's head. This image can be described in terms of a practical
aspect, like performance, or an ethereal feature, like imagery.

Brand Effectiveness—It refers to how well the product or service,

or its intrinsic qualities, satisfies the functional needs of the
customer. The performance of a brand is mostly driven by five key
factors that shape consumer perception and help them distinguish
across brands.

Brand Imagery—It concerns the appearance of a good or service as well

as consumer perceptions of a brand, regardless of how well the latter
actually functions. User profile, usage and purchasing context, value
judgments, personality, and experiences are some of the extrinsic
characteristics of brand imagery. In other words, it all comes down to
 63
how a brand satisfies the social or psychological demands of its target
audience. In the mindsets of consumers, a brand's image could evoke
either favorable or negative associations.
User Profile—On the basis of customers demographic (such as age,
gender, income, marital status, etc.) or psychographic characteristics,
an image may be formed in their minds (i.e. attitude towards life,
career, social achievements etc.).
Purchase and Usage Circumstance—Because of the purchase or
usage situation for the products, associations are even formed.
Purchase circumstances such the channel type, the retailer
specifically, and the simplicity of purchase. While use circumstances
might include elements like the time of day, the location, and the
type of activities by which the brand is used.
Personality and Value—A brand may also reflect the character and
principles of the individuals who use it. Sincerity, enthusiasm,
competency, both elegance and toughness are the five main
characteristics of brand personality according to Aaker J (1997),
each of which has sub dimensions.
History, heritage, and experiences: A brand may become associated
with prior actions or behaviors.

Only when the customer forms a strong, positive, and distinctive link
with the brand does brand meaning increase brand equity.

(C) Brand Response: Judgment and Feeling

Customer reactions to a brand's marketing strategy, brand elements,

and other brand-related information are referred to as brand
responses. Both the customer's feeling, or heart, and his judgment, or
head, might influence his answer.
 64
Customer views of a brand are based on connections to its
functionality and imagery. Brand quality, brand credibility, brand
consideration, and brand supremacy can all be used in combination
to build a successful brand.
Brand Quality—Based on his experiences, a customer will judge a
brand based on the qualities that the good or service possesses.
Brand Credibility—This factor is evaluated based on its
knowledge, dependability, and likeability. People also connect a
brand's with its country of origin and corporate name to its
legitimacy.
Brand Consideration—Raising consumer knowledge of a product
is not enough; instead, businesses must work to get their brands in
front of consumers' minds when they explore various product
categories.
Brand Superiority—The extent to which a buyer views a certain
brand as distinct from those of its competitors. Superiority is attained
when consumers can distinguish a brand from the other brands in a
comparable category.
Brand Feelings—It explains how consumers feel when they interact
with a brand. Keller has named six basic emotions: warmth,
enjoyment, thrill, safety, acceptance from others, and self-respect.
These emotions might be pleasant or negative.
Warmth—The degree to which a brand elicits ardour or enthusiasm
from the user of the product.
Fun—A feeling of happiness, enthusiasm, or lightheartedness when
utilizing the brand
Consumer Excitement—The degree to which customers feel
ecstatic and content following positive brand interactions.
 65
Security—The degree to which a customer feels secure after
utilizing a product, compared to how they may have felt otherwise.
Social Approval—Reactions from other individuals as a result of
brand usage by customers. If the reactions are positive, the feeling
tends to be positive.
Self-Respect—Consider the brand responses can originate from the
"brain or the heart," but from the perspective of equality, it's crucial
that they be constructive. Additionally, the brand should be
accessible to the buyer in their consideration set; else, these
associations or replies were useless.

(D) Brand Relationship: Brand Resonance

The focus of brand relationships is the connection and amount of
identification that consumers have within the brand. It is possible to
quantify the link in terms of activity and intensity. The strength of
the communal identity and attitudinal attachment is referred to as
intensity. i.e., devotion. The term "activity" describes the consumer's
behavior of buying and using a brand, or their frequency of
consumption. Resonance is a parameter that tries to gauge the degree
of brand affinity a buyer has. It could be divided into four groups:
active involvement, psychological ties, a sensation of belonging, and
behavioral loyalty.
Behavioral Loyalty—A customer's pattern of regular purchases is
what is meant by this. There should be sufficient volume and
frequency produced by the brand.
Attitudinal Attachment—The customer should have a deep
emotional connection to the brand, going beyond just a "good
feeling." They ought to think about how having a certain brand in
their hands adds worth and significance to their lives.
 66
Sense of Community—A social phenomenon in which buyers
identify with a brand because of those who are connected to it.
Affiliation may exist with customers of the brand, staff members, or
other firm representatives.

Active Engagement—Rather than just engaging in brand

consumption, the customer should be prepared to spend time,
money, and energy in the brand. For instance, joining a club centred
on a brand, going to websites relevant to the brand, taking part in
chat rooms, etc.

Thus, it may be said that the "Customer-Based Brand Equity Model"

(CBBE) is very important since it provides guidelines for creating a
strong brand and acts as a yardstick to measure brand development. Both
models place a strong focus on the need of comprehending client wants
and how they will react to marketing initiatives.

Comparative Assessment: Aaker and Keller’s Model

In their approach, David Aaker and Kevin Lane Keller offer suggestions
for how to increase brand equity. The concept of brand equity was
tackled by Aaker (1991, 1996, Aaker & Joachimsthaler 2000) from the
standpoint of managerial & corporate strategy with a component of
consumer behavior (Moisescu, O. I., 2005). He has provided a general
road map for creating a strong, service- or product-specific brand equity.
Although Keller (1993, 1998) has examined brand equity from the
standpoint of consumers and the varying implications that brand
knowledge can have on consumer reactions (Moisescu, O. I., 2005). By
identifying and describing customer-based brand equity assessment
techniques and pushing managers to think more strategically about brand
equity, he has advanced the study of Aaker. His method is highly
 67
detailed, and he has already described four phases for creating a powerful
brand. Only one dimension from Keller's model, "Brand Loyalty," has
been left unaffected by this severe intersection (Taleghani, M., & Almasi,
M. 2011). Despite the fact that the two researchers' theoretical
frameworks differed, they shared the fundamental belief that brand equity
refers to the "added value" that prior expenditures in brand-building
efforts have given to a product or service. All of the studies done on the
subject had one thing in common: they all used one or more of Aaker's
Model's dimensions. Aaker's (1991, 1993) and Keller's (1993, 2001) are
also shown to be the most special in a practical situation.

Up until the 1990s, there wasn't much consensus at the subject of ‘Brand
equity,’ but after that may quickly gained popularity among academics &
managers. In the past, the terms "brand" and "branding" were inter-
changeable terms for a tag that served as a means of product identifica-
tion or differentiation in a cutthroat market. Practitioners eventually came
to understand that benefits may be obtained for a longer length of time by
building a strong brand. If properly cared for, "brand" is an asset with the
potential to produce a revenue stream. The researchers decided to
concentrate on building equity because of the financial advantages of
having a strong brand. There are many studies that have discovered
different dimensions for evaluating brand equity, as was stated earlier in
the chapter, but the Aaker's model investigates brand equity from both the
standpoint of customers and marketers, therefore in this, his re-
commended dimensions have been employed as key variables in studies.
Brand Loyalty
Brand awareness
Perceived Quality
 68
Braand Assocciation
Braand Person
nality

Brand Loyalty
L

Customerr brand lo
oyalty is nnecessary to develo
op a stronng brand equity.
Loyal con
nsumers help
h a bussiness get a compettitive edgee in the market-
m
place, wh
hich boostss its financcial returnns. The concept of bbrand loyaalty can
be seen from a variety oof perspeectives, in
ncluding behavioral and
attitudinal ones. Brrand equityy is greatlly influencced by loyyalty, whicch is at
the core of equity
y. Follow
wing is a list of professionaals' opinio
ons on
loyalty.

Source: Aaker,
A David
d A (1991),, Managingg Brand Equ
uity: Capitaalizing on th
he value
off a Brand Name, The F
Free Press, New
N York: 40
4

Fig. The Loyallty Pyramid

d

David A.. Aaker's second sstrategy innvolved grouping

g cclients into five
categoriess based on
o how looyal they were. He
H has dem
monstrateed how
consumerr loyalty is stronggly associiated with
h brand eequity by
y using
examples from reall-world sittuations. The
T top leevel of thee pyramid,, which
 69
he created, depicts dedicated customers who take pride in utilizing the
brand and spreading the word about it. It illustrates the level of loyalty
that consumers portray.

The fourth level symbolizes the loyal, emotionally invested clients who
have been using the brand for a considerable amount of time. The third
type consists of happy customers who might transfer brands if
competitors offered them incentives. Second-level customers are those
who are satisfied and have no level of dissatisfaction, yet if the
competition has something new to give, they can adjust their preferences.
The first level of consumers consists of non-loyal and utterly uninterested
consumers. The purpose of the study is to ascertain respondents'
propensity to repurchase the same brand. Additionally, it aims to pinpoint
their cell phone category switching activity.

Brand Awareness

Knowing something or having a certain perception of it is being aware. A

relative notion, awareness includes sensory and cognitive responses to a
state or event. Brand awareness is the degree to which prospective clients
are aware of the company and its offerings. For a product to stand out
from rivals and similar products, brand recognition is essential.

Successful brand awareness means that a product or service is well

known and is simple to identify. The main strategies used by different
businesses to increase brand awareness include: determining and
comprehending the target market; naming a business, creating a logo and
slogans, providing value with packaging, location, service, special events,
advertising, and follow-up with customers after a sale, etc. The truth is
that consumer awareness of a product and its brand can significantly
influence their decision to acquire that goods. According to Aaker, brand
 70
awareness measures a company's expertise and salience, or its ability to
stand out in consumers' minds. The table below depicts various
definitions of brand awareness given by prominent scholars:

Perceived Quality

Customers' perceptions of the goods or brand in terms of the capacity to

live up to their expectations are referred to as perceived quality.
Numerous factors, including company/brand, corporate image, client
experiences, the influence of opinion leaders, peer groups, etc., have an
impact on this metric. People mistakenly believe that perceived quality
and satisfaction are synonymous, but according to Rust and Oliver
(1994), they are distinct in two ways: perceived quality is a more precise
term based on product and service qualities, whereas satisfaction can
come from any dimension. Additionally, compared to satisfaction,
perceived quality may be somewhat managed by a business. Aaker has
suggested five factors or methods by which perceived quality can be
assessed. These factors are brand expansion, quality, differentiation,
pricing, and availability of the brand. Questions have been added to the
study in light of these elements. The objective was to determine how
important these factors were in affecting the purchase pattern for mobile
phones

Brand Personality

"Brand personality is the psychological profile of a particular brand as

intended by its sellers, despite the possibility that customers will view the
brand in a variety of ways. There are two perspectives on a brand's
personality: our own intentions or desires and what others perceive or
hold."
 71
Extroverssion, agreeeableness,, reliabilitty, warmtth, and seentimentallity are
the three characteriistics of hhuman perrsonality that
t Jenniffer Aaker says a
brand sho
ould embo
ody. Age, gender, socioecon
s nomic statu
tus, and raace are
examples of human demogrraphic chaaracteristiccs that alsso includee these
qualities. The name becomees self-refeerential an
nd is frequuently useed as a
metaphor. Brand personality
p y is distinnct and peersistent, just like human
personalitty. The "B
Big Five,"" as Aakerr J. has du
ubbed the five perssonality
traits thatt make up
p a brand'ss personality, are Sincerity,
S fervor, prrowess,
intellect, and
a tough
hness.

Source: htttp://www.vaanhaaften.nnl/index.php
p?option=co
om_content&&view=artiicle&id
=778%3Abran ndpersonalitty catid=48%3Amerkb beleid&Item
mid=70&lan
ng=nl
Fig. Brand p
personality (Aaker J., 1997:354)

Product-related (reflective oof the bran

nd) and non-producct-related factors
influence brand personality
p y additioonally kn
nown as "User Im
magery
Characterristics"

The stren
ngth of a brand's ppersonality depends on the sustainab
bility it
inherits from
f interractions w
with its environment. Com
mpetitors have
h a
difficult time
t repliccating braand identitty. The platform pro
rovided by
y brand
 72
personality allows for the exploitation of brand identity, brand
communication, and even the establishment of the fundamental principles
for marketing initiatives. Finding the parameters or dimensions that are
most pertinent to the mobile phone category is the goal of this study.
 Chapter-2

Review of Literature
2.1 Chapter Overview
2.2 Social Media Marketing and Its Features
2.3 Development in the Fashion Industry
Using Social Media
2.4 Current trends in the Fashion Industry
through Social Media Marketing to
Increase Brand Equity
Chapter-2
Review of Literature
2.1 Chapter Overview
The literature review is primarily divided into three categories. The first
section is a review of the literature that identifies the theoretical
underpinnings of the study, examines the literature of earlier research
projects, and also discusses earlier studies that have been conducted in
relation to the main study variables. The second section talks about earlier
studies in the fashion industry. The third part identifies areas for future
research. The review of the literature serves as the foundation for
developing the research question and study's conceptual framework.

The topic of the thesis is to study the effectiveness of social media

marketing in creating brand equity for fashion industry. According to this
idea, branding refers to the technique used to build brand equity.
Consumer views of a certain brand are referred to as brand image. The
thesis looks at how social media platforms can be utilized for branding
and investigates the effects of social media marketing on brand
perception in the fashion sector. The thesis looks at the factors that need
to be taken into account while using social media for branding, and it also
aids in the study of how social media is used in comparison to traditional
media.

Therefore, the following are the research questions: how can social media
contribute significantly to branding, what considerations should be made
when selecting social media for branding, and how does social media
compare to traditional media in terms of its impact on brand image?
 74
Due to a continuous change brought on by new media outlets like the
internet and social media, branding and marketing are becoming a widely
distributed field. As a result, social media marketing strategies are
evolving as communication becomes more consumer-focused and
multidirectional. The prospects offered by social media for branding are
examined in this thesis. One of its aims is to provide an answer to the
topic of how businesses may use social media to establish a brand and
what factors to take into account when doing so.

It has long been observed that the marketer's primary attentions are on
image creation and branding. The phrase "social media marketing" refers
to this idea. Therefore, the primary goal of the study is to investigate how
social media marketing affects product brand equity. As a consequence,
social media marketing had a massive effects on increasing customer
brand awareness and enhancing the reputation of the product. The
businesses should focus on relevancy elements for this. It indicates that
they should keep themselves current with the changing tastes and
preferences of their esteemed clients. They need to gather data and
evidence for this.

Word-of-mouth marketing has a significant and non-negligible impact,

especially in the realm of online marketing (Gruen at al., 2006). Social
media is a very popular trend right now, where every customer is drawn
to the product line platforms used by both larger companies like CCD and
smaller ones like any neighborhood dessert shops. Social media refers to
the internet forum where users interact by trustily exchanging and
debating significant information and concepts inside groups. Instagram,
Facebook, Twitter, Google+, and others are some examples of common
and well-liked social networking platforms.
 75
With social media, users are cost-effectively connected to information. It
has publishing techniques and is quite accessible. It serves as a forum for
public socialization. It can be browsed solely online or via a mobile
device. As a result, it offers two key advantages: first, cost reduction, and
second, revenue generation. Through the knowledge of their customers, it
allows businesses to share their experience and information. Additionally,
they help the clients and turn them into prospects.

According to Lazer and Kelly (1973), social marketing is "involved with

using marketing knowledge, ideas, and tactics to advance both social and
economic goals. Analysis of the social effects of marketing strategies,
choices, and actions is another area of interest."

Social media is not only used in homes, small businesses, and corporate
bedrooms; it has also made its way into the fields of education and health.
Exponentially, the likelihood is rising.

According to ComScore, social networking websites are frequented by 82

percent of all internet users worldwide, or more than 1.2 billion people,
and they take up 2% of all online time (2011). As more and more
individuals sign up for social networking sites like Facebook, Twitter,
LinkedIn, Monster, Naukri, and Shine, online communities are growing
and user-generated content is becoming more widely available. Because
of the widespread use of smart phones and the easy, affordable access to
the internet, which has increased the popularity of social networking sites,
people are now more likely to seek out information. The internet is
developing into a venue for social interaction and a repository of
knowledge.

As a result, businesses are setting themselves up to develop their brand

awareness using advertising, sales promotion strategies, public relations,
 76
and other symbols. (Aaker, 1991). Although a marketing strategy is the
most crucial element in building brand equity (Tong and Hawley, 2009).
Aaker (1991) further stated that a range of marketing methods are used at
each stage of the marketing function. However, Yazdanparast et al.
(2015) said that in order to build brand equity, social media marketing
activities fall under the category of marketing activities and require the
assistance of a marketing strategy. However, it has also been observed
that the use of social media in service marketing is not a novel or cutting-
edge idea (Bruhn, 2012). According to Aral et al. (2013), social media is
fundamentally altering the ways in which we interact, communicate,
consume, and produce. According to Kaplan and Haenlein (2010), it is "a
Group of internet-based apps that build on the theoretical and
technological underpinnings of Web 2.0 and that permit the creation and
exchange of user created content."

Digital marketing differs from social media marketing in terms of the

marketing concept. Social media marketing encompasses previously
established digital market elements and perhaps also differs to some
extent in the marketing concept. (Hoffman and Novak, 2012) and a
paradigm change in marketing has also been observed (Hanna et al.,
2011). Social media marketing, on the other hand, targets local clients in
real time, and through live interactions, businesses receive enormous
support in the promotion of goods and services. This item aids in
establishing an online fashion hub for media that appeals to young people
and others (Kaplan and Haenle in, 2009). Additionally, social media
enables customers to inform others about the brands of goods and
services they have used (Mangold and Faulds, 2009).
 77
The introduction of new ICTs, notably the Internet and social networks,
has altered market dynamics, putting businesses' competitive positions at
risk and boosting consumer power (Porter, 2001). (Urban, 2005). The
Internet and online social media have altered customer consumption
patterns by giving users new methods for locating, evaluating, picking,
and purchasing goods and services (Albors,Ramos, & Hervas, 2008).
These innovations affect how marketers work and have an impact on
marketing practices in terms of strategy and tactics by posing new
problems and hard decisions for marketers (Thomas, 2007). Mangold and
Faulds (2009) claim that social media makes it possible for businesses to
communicate with their clients as well as for clients to interact with one
another. Beyond traditional strategies, brand loyalty is increased through
communications between businesses and their customers (Jackson, 2011;
Kaplan & Haenlein, 2010), which allow for the promotion of goods and
services as well as the creation of online communities of brand devotees
(Kaplan & Haenlein, 2010). Additionally, consumer discussions provide
businesses fresh ways to boost brand identification, recall, and awareness
(Gunelius, 2011). However, besides the existence of numerous theories
showing empirical evidence of the advantages to businesses (see, for
example, Alhabash, McAlister, Quilliam, Richards, and Lou, 2015;
Kozinets, Valck, Wojnicki, and Wilner, 2010; Kumar & Mirchandani,
2012; Kumar et al., 2013; Luo & Zhang, 2013; Yu, Duan, and Cao, 2013)
and outlining the ways in which social media marketing strategies (see,
e.g., Guo, Pathak, & Cheng, 2015; Liu & Park, 2015; Lorenzo-Romero,
Alarc´on- Del-Amo, & Constantinides, 2012; Qazi, Raj, Tahir, Cambria,
& Syed, 2014; Tang et al., 2015) . However, more research is required to
examine how businesses use social media for marketing, especially when
it comes to recognizing the main challenges and difficulties. The findings
 78
also highlight the necessity for qualitative research to fully understand the
use of social media marketing within the context of marketing strategies.

Promotional methods, marketing intelligence systems, sentimental

research, public relations systems, marketing communications channels,
and product and customer management are just a few of the marketing
sub disciplines that use social media (Tanuri, 2010). The marketing
environment under sales is significantly impacted by every social media
platform, including blogs, online forums, and online communities.
Therefore, having a thorough understanding of this and its related
concepts is crucial. (Stephen & Galak 2009).

Social media users have also developed a strong drive for the digital
environment. According to Nielsen's (2011) State of the Media: Social
Media, online shopping accounts for 70% of social media users' time
(Nielsen, 2011). With this situation, customers may purchase online
whenever they want, from anyplace, just like they would while using a
computer or a cell phone. Therefore, social media marketing provides a
number of benefits for both consumers and marketers, but it also has
drawbacks for both. Due to how simple and easy it is to browse, there are
also many risks and opportunities for fraud, including cybercrime. It
occurs as a result of inadequate oversight and regulation. Let's talk more
specifically about the benefits and drawbacks of social media marketing
in a brief chat.

2.2 Social Media Marketing and Its Features

SMM is the idea of starting a new trend to easily target clients. SMM is
characterized as the process of setting up a channel for product and
service promotion. This marketing strategy can be used to really
outperform more conventional marketing techniques, such as email
 79
marketing or marketing through Web and print media (Barefoot & Szabo
2010). SMM has adopted a new terminology of exponential dispersion
and faith in mass communication and mass marketing for the purpose of
generating enthusiastic users who will share information to their own
contacts (Hafele, 2011). With this new strategy for marketing and
outreach, new techniques are being shown to boost sales. Nowadays,
SMM employs the ideas of analytical insights through social networking
site applications. 2011 (Hafele).

2.2.1 Advantages

According to Watson et al. (2002), cited by Sheth and Sharma (2005),

many firms are working hard to investigate how social media could help
to promote the products and services to potential and existing clientele.
Social networking sites like Facebook and Twitter are to blame for
changing what advertising actually means. Few companies actively
encourage customers to visit their social media accounts more so than
their own websites. So, there will be some benefits and some drawbacks
to social networking platforms. (Sheth & Sharma 2005; Watson et al.
2002) By offering three areas of benefits for clients, social media
platforms help to expand the reach and lower the costs (Watson et al.
2002; Sheth & Sharma 2005).

First and foremost, marketing organizations assist in supplying customers

with endlessly beneficial knowledge that is hassle-free. This is the biggest
benefit over other notions since it provides a much higher degree and
quantity of information than any other method of communication.
Additionally, clients can quickly access and comprehend the information
they offer. Additionally, there are many options and it is challenging to
 80
give them in a format that is superior to the web-based format (Watson et
al. 2002; Sheth & Sharma 2005).

Second, social media marketing companies foster relationships by

personalizing information for each client, enabling clients to develop
product ideas and services with more granular needs. For instance, seat
assignment and online checking are both possible online. Last but not
least, social networking platforms enable interactions between clients and
businesses which would undoubtedly require human touch, as is the case
with prosperous companies like Dell and Amazon.com (Watson et al.
2002; Sheth & Sharma 2005).

There are five advantages in this field—

1. Cost-related— Weinberg (2009) asserts that the primary benefit of

social media marketing is financial. Comparatively speaking, social
media marketing has relatively minimal financial hurdles. It has been
observed that most social media platforms are simple for users to
access in order to generate revenue and get the most likes on their
postings. This broad scenario essentially means that each person who
sees our post has the potential to increase its vitality by forwarding it
to community members who are more vulnerable. A rise in the
number of likes and comments also increases popularity. In this
method, a lot of people can receive information in a short amount of
time. 2009 (Weinberg).

2. Social Interaction—One of the most significant effects of new

media is the rise in and emergence of new kinds of interpersonal
communication. According to observations, people today spend the
majority of their time communicating (through emails, IM chat, and
social networking sites, for example), which is completely equal to
 81
the total number of minutes occupied online for general leisure and
amusement activities (Riegner, 2007), quoted by (Hill & Moran,
2011). Social networking websites are now the most popular Internet
destinations due to their strong technology (Burmaster, 2009).
According to other studies, such an information can directly impede
the purchase decision-making process, even when obtained from
purely "virtual" sources (Awad et al. 2006; Weiss et al. 2008), which
is why the study of consumer behavior and their traits is the greater
source of information that is shared online. Consumers spend most
of the time on websites which offer third-party evaluations (Huang et
al. 2009), and these studies are cited by Huang et al (Hafele, 2011).

3. Interactivity—Contrary to watching television or listening to the

radio, interaction is the process through which new media lets users
become more than merely passive recipients of stimulus, as noted by
Steuer (1992), quoted by Ronald P. Hill and Nora Moran (2011).
This categorizes the interaction in which users can alter their level of
involvement in changing the environment's real-world content. 1992
(Steuer). According to Fiore et al. (2005), one method through which
new media technologies facilitate wider access to information and
social media marketing participation is through interactivity (Hill &
Moran, 2011).

4. Targeted market—Marketers may simply and successfully reach

customers and people who are more likely to be interested in what
they have to offer using the notion of target marketing, or we can say
"smart" marketing and advertising. Additionally, when marketers use
word-of-mouth advertising in the modern era, magic happens. This
makes it possible to generate significant user sales. (2006) Hill,
 82
Provost, and Volinsky . Few target group divisions do not notice any
good effects from traditional marketing strategies. It has been seen
thus far that few consumers reportedly respect the aesthetic and
added benefits of products that come from being cutting edge or "in
the know," and as a result, they seek significant satisfaction from the
marketing tactics and tempting deals. (2006) Hill, Provost, and
Volinsky.

5. Customer Service— Good customer service is another essential

component of social media marketing (Helmsley, 2000). Companies
are doing an excellent job of fostering a feeling of community
among their consumers by responding to frequently asked questions
(FAQs) and providing links towards online representatives who may
aid customers in the decision-making process. A marketer shouldn't
always adhere to advice found online. Calling a business is
frequently more efficient for customers. Therefore, it is crucial that
customers use the toll-free phone numbers provided by various
businesses. (Gommans et al., 2001).

Fulfilling orders and using the quickest delivery methods are as

challenging to e-loyalty development as the other variables, according to
Gommans et al. (2001). Because it helps to increase customer pleasure,
which helps to increase customer loyalty, a good and quick method for
delivering goods and services is thought to be crucial. A social media
marketer should give such things that are well-liked, of high quality, and
of course, guaranteed in order to reduce this issue. (Gommans et al.,
2001)
 83

2.2.2 Disadvantages

1.1 Time Intensive—Social media, as its name implies, is a two-way

communication network where information and data are exchanged
under a commitment structure. Social networks have changed the
way that marketing is done, with the main goal being to build long-
lasting relationships that increase sales. Someone should check and
keep a check on each network, responds towards comments and
inquiries, and post detailed product information that the client may
utilize (Barefoot & Szabo, 2010). Therefore, businesses who lack
these attributes or fail to offer excellent customer service must
overcome numerous obstacles. The fact that marketing takes a
sizable time commitment must be the first initial concern and goal
(Barefoot & Szabo, 2010). In general, it is productive to simply
dabble in a few social media channels in the hopes of seeing
significant results. A business must acknowledge the required time
commitment and decide whether or not it is feasible for its
operations (Barefoot & Szaboo, 2010).

2. Trademark and Copyright Issues—According to Steinman and

Hawkins (2010), the first requirement for any business using social
media for promotion is to protect its interests in the preservation of
its trademarks and intellectual property. For any business, the value
of its brands and other intellectual property rights is just as
significant for the value of the goods and services it provides.
Therefore, the ability of social media for improving casual and
formal communication, frequently in real time, is assisting
businesses in promoting their brands and sharing copyrighted
content, but it may also make it easier for third parties to violate a
 84
business' trademarks and copyrights (Steinman & Hawkins, 2010).
The main usage of your company's trademarks and copyrights on
third-party websites is being monitored these days with the aid of
internet tracking and tracing, which includes examining the profile
or user name of social media sites that were identical or strikingly
similar to your company's names or brands (Steinman & Hawkins,
2010).

2.3 Trust, Privacy and Security Issues—Customer loyalty and trust in

social media marketers are greatly influenced by trust, particularly
the distinctive character of every organization in transactional
security and privacy (Hoffmann et al., 1999). A study by
Ratnasingham (1998) revealed that one of the main reasons why
customers are not engaging in extended online shopping is due to the
fear of online fraud, particularly when using credit and debit cards
(Ratnasigham, 1998). Businesses that manage their own blogs or
other social media platforms shall also keep detailed rules and
policies that address their data collecting, use, and storage
procedures as well as any obligations that third parties may have
with regard to privacy and data security (Steinman & Hawkins,
2010). Trust that is closely tied to security is a key element in how
people behave while making purchases online. Generally speaking, it
has been claimed that while you cannot see or touch a thing, you can
nevertheless benefit from its services. Although you can't see the
salesperson's eyes or guess what he's trying to say, you can definitely
rate the product after using it (Steinman & Hawkins, 2010).

2.4 User-Generated Content (UGC)—Users have put enough time and

effort into using the Internet to quickly share knowledge,
 85
information, views, and opinions with one another during the past
few decades. Additionally, new methods and platforms for
collaboration, communication, and content creation have emerged
online. User-generated content (UGC) is frequently used in
marketing campaigns on social networking sites and other online
communities (Filho & Tan 2009).

2.5 Negative Feedbacks—Social media is turning customers into

marketers and advertisers today, and they are also responsible for
applying positive or negative pressure to a company's goods and
services that depends on how it presents itself both online and offline
in terms of the calibre of goods and services it offers to customers
(Roberts & Kraynak 2008). Consumer-generated product reviews
have grown significantly over the past decade on the Internet and
have had a significant impact on electronic commerce (Forman,
Ghose, & Wiesenfeld 2008) as a result of the emergence of Web 2.0
technology. These reviews are now equally designed to provide
basic knowledge and act as a valuable resource of information for
consumers who are making product choices online (Ghose, Ipeirotis,
& Li 2009).

EWOM Recent research has shown that Electronic Word of Mouth

(EWOM) can significantly affect customers' interest in items or brands,
which had a substantial impact on BE. Additionally, numerous free
scenarios show how EWOM frequently influences a consumer's entire
decision-making process. For instance, Cortizo-Burgess stated that a
traveller may recommend or criticize a specific airline on Twitter, which
might persuade other people to make travel arrangements with that
airline. A number of scholars have acknowledged that EWOM is
 86
regarded as a potent marketing strategy since consumers’ research things
online before making any purchases to get a sense of what others have
thought of them. EWOM remains visible, at least until a post is
withdrawn, unlike actual word of mouth, which disappears after the
speaker has spoken spoken. The article might still be accessible through
Internet caches, though. EWOM also significantly affects consumers' BE,
according to a prior study that looked at the airline, automotive, and
telecom industries. A prior study, however, looked into the idea that the
opinions of those who are followed on social media significantly
influence the likelihood that the current generation will purchase a
particular product. SMA had an impact on product purchases on the
mentioned platforms: Facebook (45%), Pinterest (47%), and Twitter
(50%). Despite this, it has been argued that SM sites were not equally
trustworthy resources of product information in order to attract customers
and boost sales. Furthermore, it was stated that, even though EWOM is
important for marketing, we should focus on how customers might use
social media rather than just studying its communication capabilities.
Despite this, research has shown that EWOM significantly affects airline
SM and BE. As a result, people rely more and more on SM to learn about
things.

The definition of E-WOM is "the credibility of the product position

information contained in a brand, which depends on the stability and
willingness of enterprises to fulfil what they claim." Because reviewers
are anonymous sources with no prior link to the customer, consumers
often have more trouble determining the legitimacy of an online context
that is purely based on reviews and comments. Inconsistent findings were
found in earlier studies that looked at the impact of source legitimacy on
how information is perceived. As a result, shoppers will have a favorable
 87
image of fashion websites because their information is credible. A
website that is regarded as credible is also regarded as beneficial,
boosting the efficiency with which consumers use their time to gather
information about fashion and make purchases.

E-WOM refers to the "like" or "share" of a product or service on an

electronic platform. E-WOM is viewed as a key to success in online
marketing by many researchers. Social media enables consumers to find
new options by gathering information about a product or service from
other customers. This serves as a chance for other customers to share the
opinions of the good or service through e-WOM.

Trust—E-WOM refers to the "like" or "share" of a product or service on

an electronic platform. E-WOM is viewed as a key to success in online
marketing by many researchers. Social media enables consumers to find
new options by gathering information about a product or service from
other customers. This serves as a chance for other customers to share
their opinions of the good or service through e-WOM.

Customers are still wary of online transactions made through social

media, according to numerous studies. Therefore, it is crucial for
merchants to comprehend the function that customer trust plays in social
commerce because the accuracy and legitimacy of the information
uploaded will directly influence consumers' purchasing intentions.
Marketers should increase their social media presence since customers
use these platforms, which will influence their purchasing decisions and
foster a sense of trust for brands and marketers (Wattanasupachoke,
2011). (2012) Iuliana et al.

In order to lower the risk involved, shoppers frequently check online and
read reviews from other customers before making a purchase, according
 88
to Mir and Zaheer (2012). More significantly, even if they do not
personally know them, customers will see the content created on social
networking sites as authoritative. Internet consumers see information
shared through the web as having greater credibility than information
shared through traditional media channels. This perception extends to
user-generated content, such as posts on social media, blogs, wikis, and
forums.

Additionally, user-generated material gains credibility when several users

contribute to it and express their opinions through actions like re-posting,
sharing, liking, reviewing, and commenting. Han and Windsor (2011)
also found that enhancing credibility could raise consumer trust in
merchants, which would raise their propensity to make a purchase on
social commerce websites.

Social networking platforms enable users to easily exchange information

with one another and sustain real-world interactions, according to Shu
and Yoojung (2015). By doing this, trust in other network contents will
grow and be established. Their propensity to participate in eWOM via
social media sites will also be influenced by their faith in these platforms.

Bilgihan Anil (2016) discussed this fact in its study that “there is the vital
impact of trust in customer loyalty in online shopping. For young clients,
trust is the key factor in e-loyalty. They continue to support the brands
they believe in information.

According to Park (2012), behavior including knowledge seeking and

commitment were both present in online social community networks. A
dedicated user is more likely to turn to the community for fashion-related
information, feedback following a purchase, and guidance on making the
best choice while making a buy. According to Kanga and Johnson (2015),
 89
users who were more likely to utilize social browsers were more likely to
do so for informational purposes and with the intention of using them for
online buying.

According to Jansen et al, (2011), research, there are differences between

persons who are connected to a variety of social networking sites and
those who are only connected to one. Marketers who are interested in the
youth demographic need to build their social media strategy taking into
account the variety of information seeking behavior that is prevalent in
this segment.

Because they provide some social presence and some applications

express the immediacy of face-to-face communication, Khoo (2014) said
that social networking sites might be the preferred information sources.
Advice, suggestions, opinions, and practical knowledge about everyday
difficulties are all examples of the information that can be found on social
media platforms. This information can be tailored for specific users and
situations, such as a user's location or the time of day.

Funde and Mehta (2014) state that a sizable portion of internet users have
looked online for information related to purchases. The two main factors
influencing information search are the ease of searching and users'
perceptions of search engines as successful platforms. Social media is
regarded as a reliable source of information as well.

When people use social networking sites to satisfy their information

needs, social media has a significant impact on how they search out
information. Social media is a source of information that is utilized
frequently and is important in delivering various kinds of information. On
a daily basis, social media typically offers information in a passive
manner. 2016 (Hamid et al.)
 90
Trendiness—Trendiness is renowned for providing up-to-date details
about a service or a product. The fact that information is constantly
delivered in real time on social media has made it the most recent and
updated source of information for customers. Trendy information
provides the most current data on a brand or product, customer feedback,
and original ideas. This information strengthens consumer knowledge and
brand trust, which in turn reinforces the consumer's positive awareness of
the brand or product. According to many authors, customers are more
likely to trust product-related information obtained through social media
than through traditional means since it is seen as being more relevant and
up-to-date. As a result, we can see that anytime SM platforms offer hot
and trending subjects, greater trust is built between the brand and
customers, which reduces the amount of time people spend searching by
users.

Brand Equity

When compared to other companies in the market, brand equity measures

the perceived value that consumers place on a company's goods.
According to Aaker (1991), brand equity is the incremental value that a
product receives as a result of its brand and is seen as a crucial
component of brand building (Keller 1998). Because a brand has strong
brand equity, consumers tend to see it differently from other brands.
Based on how a customer thinks or perceives things .Brand equity can
either be high or low. For instance, a brand would have negative brand
equity if it failed to live up to consumer expectations and caused
unfavorable word of mouth. Brand equity can be defined as an
organization's reputation. For instance, consider a corporation like Apple.
Although Apple's devices share many characteristics with other
 91
companies, its price premium, customer loyalty, and demand are among
the highest in the consumer technology sector. One of the most valuable
brands in the world is regularly Apple. Over $250 billion is estimated to
be the worth of Apple's brand equity. Fashion is short-term in nature and
involves constant change, therefore it is something that is worn today and
is worn out tomorrow in terms of the fashion business. Through his or her
clothing, fashion expresses personal traits or personality. All humans
wear clothing, however there are differences between them based on how
they wear it. Clothes are something that all humans have in common.
"Fashion is instantaneous language, the language of the action," once
stated Miuccia Prada. In terms of their sense of fashion, the fashion
industry has undergone significant change over time. The reach of the
fashion business in today's society has risen thanks to digital platforms.
While other fashion firms use various internet platforms to sell their
items, social media apps like Facebook, Twitter, and YouTube aid the
different fashion brands with their brand marketing.

Today, the success of a particular brand depends on its distinctive

personality and how it varies its product range in accordance with the
prevailing fashion. The ability of a product to stand out from the
competition in the Indian market is what allows a brand to have the
greatest effect and visibility in the fashion industry.

Let's talk about brand; it helps to clarify the emotional connection

between the buyer and the seller, as well as how each person views the
unique brand and how much the consumer appreciates it. Brand is also
one of the business's intangible assets, and some accounting systems
include a value for it on the balance sheet. These intangible advantages
are more likely to be connected to brands' symbolic messages.
 92
McCracken (1988) asserts that brands define values by incorporating
cultural connotations into consumer goods such as status connotations,
gender connotations, authenticity, and so on. Consumer products and
brands help people define or redefine who they are. Every market and
retailer focused on putting their brands into customers' thoughts as their
preferences above other competitor brands accessible in the market in
order to gain an advantage in the fashion market. As an example, the
Indian fashion sector uses advertising to convince its target customers
that it only offers the highest-quality goods while keeping in mind the
needs of the general populace. Brands concentrate on offering the newest,
trendiest, and variety in their clothing line at low prices or with greater
discounts, such as by adding tags like "buy one, get one free," so that it
can be perceived by clients with low incomes who wish to dress in the
newest fashion. According to Chaudhuri and Holbrook (2001), branding
strategy is widely acknowledged as a source of competitive advantage in
domestic markets. The significance and management of brands have been
well-documented for this (Wong and Merrilees 2007).

Additionally, marketers work to comprehend how consumers behave and

how they view particular companies before tailoring how they present
their goods to the public. A brand is a "distinguishing name and symbol
(such as a logo, trademark, or packaging design) designed to identify the
goods and services of either one seller or a group of sellers and to
differentiate those goods or services from those of competitors,"
according to Aaker (1991).
 93

FIGURE. Conceptuaal model oof relationsships for cultural facctors, brand

d equity
dimensionss, and purch
hase intentioon (color figgure availab
ble online).

If we con
nsider how
w internet platformss have con
ntributed tto the gro
owth of
the fashiion busin
ness in Inndia acrooss variou
us demoggraphic regions.
"Fashion is not som
mething thhat exists simply
s in clothes," iit states. Fashion
F
is everyw
where—in the sky, on the street—an
s nd it has to do wiith our
beliefs, our
o way of
o life, annd the cuurrent events. Conssumers caan now
choose frrom a wid
de range oof fashion products on the Innternet and
d share
their exp
periences with othher shoppers by rating thhe produ
ucts or
recommen
nding them
m to friennds, familyy, or otherr individuaals in theirr social
circle. With
W the aiid of Webb technollogy, inclu
uding conncepts lik
ke viral
marketing
g, buzz maarketing, ttribal mark
keting, an
nd social m
media marrketing,
the fashio
on industry
y is advanncing its branding
b and
a markeeting appro
oaches.
Social meedia sites like Faccebook, Twitter,
T an
nd YouTuube are used
u by
businessees to sell their
t prodducts to coonsumers by fosteriing relatio
onships
and exchaanging opinions aboout their brands
b thro
ough mem
mber engag
gement
and interaaction. Th
he ability oof social media
m for marketingg is proviided by
buttons liike "sharee" or "likee" on Facebook, wh
hich are aaccessiblee to the
billions off users on social meedia.
 94

How Social Media Marketing Impacting Brand Equity in

India

With the aid of social media, communication and interaction between

companies and customers have grown significantly over time in India as a
result of the development of web technology. Where this evolution is
assisting businesses in brand promotion through various social media
channels by disseminating information about their products, their
features, etc., as well as continuously improving their online presence by
making adjustments to their brand promotion processes and strategies. To
enable data collecting on benefits, preferences, other purchases, interests,
and social networks for the customers, some tactics include switching
from interaction with groups of anonymous consumers to targeted
interaction with specific consumers. Social platform sites like Facebook,
Twitter, and MySpace, etc., have a significant impact on customers' lives
by influencing how people communicate, exchange information, maintain
their profiles, and form relationships with others. Big brands often use
social media channels to connect with their customers.

We can therefore conclude that businesses are no longer completely

dependent on the conventional techniques to enforce public opinion of
their goods as social networking sites continue to expand. Organizations
use data from social networking sites to identify their most important
customers, motivate people to get involved in product creation, and boost
brand sentiment to create favorable brand values for their products.

And in order to create positive brand value for a fashion product in India,
it is important to consider consumer loyalty to the brand and how they
perceive the products as providing value for money, which enables them
to spread good word of mouth by sharing the product, providing positive
 95
feedback, or commenting on the quality of the product the brand has
provided on social media platforms. Increased public knowledge of the
company's social commitment results from online brand equity. Online
brand channels also significantly affect a company's relationship capital.
The quantity and quality of a company's ties with its customers (such as
the calibre of services) and the company's reputation make up a
substantial portion of its relational capital. Taking into account all of
these elements is the reason why online brand equity has a significant
impact on the improvement or decline of the company's relational capital.

In other words, social media marketing is the technique that makes it

possible to promote websites, goods, and services using online social
networks. It entails marketing-related activities like blogging and online
photo and article sharing, and it has tools, platforms, and programmes
that let users interact and engage with one another (Pinto and Yagnik,
2017). We may also claim that social networks have provided marketers
the chance to select from a variety of possibilities for presenting the brand
to particular clients. The goal is to understand client wants and assess a
brand's ability to use social media networking to obtain a competitive
edge in the market. Social media is being used aggressively by both small
and large businesses to connect with millions of potential and loyal
customers.

Numerous research have looked into how social media marketing affects
brand equity (Naveed, 2012). These studies show that social media, as
opposed to traditional media, which emphasizes brand knowledge, has an
impact on a company's brand image. In addition, research has shown that
social media, as a component of the communication mix, significantly
affects brand equity (Godey et al., 2016). Based on Keller's brand equity
 96
components, the brand equity in this study has been measured. In light of
this, brand awareness and brand image have been taken into account. The
researchers welcome future studies to include include the other brand
equity components. This study incorporates brand equity, which is
determined by brand awareness, perceived quality, brand associations,
and brand loyalty, in response to the research question.

Let's examine the second-largest retail sale sector in India, the garment
market. There was a period when international retailers' access to the
Indian market was limited. Due to their exorbitant prices and limited
availability, only members of the wealthy and elite classes could purchase
international brands (Batra et al., 2000). However, as a result of India's
post-economic liberalization in 1991, global clothing firms were able to
enter the Indian apparel market with ease. International brands have since
joined the Indian domestic market and are now in competition with local
brands. (Field, 005).

How Social Media impacting the Fashion Marketing

India's fashion business is one of the most prosperous and vibrant in the
world, contributing 2% of global GDP and 3 trillion dollars in annual
revenue (Fashion United Group, 2017). The largest sector of India's
fashion clothing and non-apparel manufacturing market, the apparel
industry accounts for 66.3% of the market's overall value. India produces
around 15.7% of the clothes and non-apparel sold in the Asia-Pacific
region. In 2011, India's market for producing clothing and non-clothing
increased by 14.4% and was worth $62.4 billion. By 2016, this market
value is anticipated to expand by 108.7% to $130.2 billion (Market Line,
2012). India has a growing middle class that is financially successful and
acquires high-end imported items (Bharadwaj et al., 2005). According to
 97
Kottak (2009), this purchasing behavior can be related to the consumers'
disparate economic statuses and their perception of branded clothing as a
sign of social standing.

Ideally, consumers choose products and brands that offer both emotional
(such as the show of status, money, and prestige) and practical (such as
high quality and low price) benefits (Batra et al., 2000). When purchasing
international goods, consumers in developing nations consider they are
displaying their increased socioeconomic standing and riches. They
experience joy, happiness, and satisfaction as a result of doing so. (Batra
et al., 2000; Bhat and Reddy, 1998; Kinra, 2006). Indian customers
believe that global brands are of higher quality than domestic brands
(Kinra, 2006). Consumers in developing nations are persuaded to buy
these international products because they are fascinated by Western
culture (Batra et al., 2000; Kinra, 2006). When buying a product or brand,
Indian buyers in particular prioritise emotional traits over functional ones
(Sinha, 2003). According to Kumar et al. (2009), whether a brand is
domestic or foreign, Indian consumers' purchase intentions are heavily
influenced by emotional benefits. As a result, we can conclude that
today's fashion firms are in fiercer rivalry with one another. With so
many options available to consumers, brand success doesn't seem to be a
given.

The hottest trend in the fashion industry is social media, if we are talking
about its impact on the fashion industry. Depending on how customers
view a brand's goods on social media, it could succeed or fail. Like, the
rise and fall of every particular brand depends on the feedback, opinions,
followers, and comments of the public on social media platforms. Since
the fashion industry is one that constantly introduces new trends into its
 98
assortment of apparel lines. Appears to be assured. Therefore, if a product
is meeting consumer expectations and gaining a competitive edge over
other brands in the market, it will be at the top of its product life cycle
and contribute to the development of a positive brand image. However, if
a product is not meeting consumer demands or if a company's marketing
strategies are not taking into account market demands, it may also
experience a decline and receive negative feedback on social media.
Around 98 percent of Indians spend more time online buying, and 96
percent spend more time on Facebook and Twitter than on other social
networking sites.

Statistics and Reports on Impact of Fashion Industry in

India

According to estimates from McKinsey's Fashion Scope, India's apparel

market will be valued $59.3 billion in 2022, making it the sixth largest in
the world, equivalent to the markets in the United Kingdom ($65 billion)
and Germany ($63.1 billion). The development of internet retail, or e-tail,
of fashion products all throughout India has had one of the biggest
effects. The estimated $2.4 billion contribution of online fashion retail to
India's $7 billion e-tailing business is impressive. While the Indian e-
tailing sector is anticipated to reach $60 billion by 2020, the online
fashion retail market is anticipated to reach $20 billion by that same year
(eTailing India Estimates). According to the below graph, the apparel
business accounts for 47% of the Indian internet market, while the
footwear, lingerie, and fashion accessories industries each account for
40%, 9%, and 4% of the market.
 99

2.3 Development in the Fashion Industry Using

Social Media
As is well known, the Indian economy is among the fastest expanding in
the world, and significant changes in consumer tastes are being observed.
The country's corporatized retail industry is being driven by rising
disposable income, rising brand awareness, and rising numbers of tech-
savvy millennials. Comparing the Indian retail market to that of other
developing nations, it has demonstrated stable long-term growth.

The value of the Indian retail market was Rs 41,66,500 crore (US $641
billion) in 2016 and is projected to increase at 10% CAGR to reach Rs
1,02,50,500 crore (US $1,576 billion) by 2026. The present fashion retail
market, valued at Rs 2,97,091 crore (US $46 billion), is predicted to rise
at a promising CAGR of 9.7% to reach Rs 7,48,398 crore (US $115
billion) by 2026, with social media playing a significant role in
establishing brand equity.

The internet Twitter, Pinterest, Snapchat, Youtube, and Instagram are

particularly common platforms for building brand equity in the fashion
sector. The fashion business has been significantly impacted by social
media. Previously dominated by a few number of designers, it is now
beginning to see its trends influenced by individuals who patronize and
follow the companies. It was observed that in earlier times, a fashion
show was an occasion where only a select group of individuals could
view the newest brands and styles. However, with the advent of the
digital age, every Smartphone is now a showcase, every post is a pass to
the club, and every hashtag is a party invitation. These days, everyone
can watch fashion events live on Instagram, Facebook, Twitter, and other
social media. The use of social media increased by 300% in 2017
 100
compared to 2016. Social media has made it possible for designers to stay
in touch with the outside world, improving accessibility and overcoming
the limitations of physical space.

When compared to other social media platforms, Instagram has the

highest degree of engagement (time spent on the app), with 800 million
monthly active users as of September 2017, according to statista.com's
analysis. According to a report by market researcher Nielsen NV, as of
September 2015, the number of monthly active Instagram users in India
had more than doubled from the previous year. The report published by
Facebook India in 2015 also described Indian Instagram users as being
primarily young, mobile-first, and having a high level of disposable
income. More than 80% of them take images using their phone to upload
on social media. The age group of 18 to 24 year olds is the most active on
Instagram.

2.4 Current trends in the Fashion Industry through

Social Media Marketing to Increase Brand
Equity
Social media nowadays acts as the equivalent of gas in the fashion
industry's car, enabling a smart marketing plan that will ignite two-way
contact between the business and customers and launch new goods into
the public eye. Although the fashion trend has been present for a few
years, new features on various platforms and enhanced technology are
allowing brands to seamlessly merge the content and buying experiences
in innovative new ways. Consider sites like Twitter, which is also a
wonderful location for designers and brands to develop a sizable
following and let the audience know what they are up to. Users can
quickly promote their most recent work on Twitter and see what other
users are saying about them. A successful tweet may receive thousands of
 101
"retweets," which is a huge asset for raising interest in and awareness of a
brand. Twitter's trending topics and hashtag features also nudge those
who might not normally engage with a topic to see what others are
talking about. Twitter offers numerous ways for word about a certain
brand or designer to spread rapidly.

Pininterest is a fantastic platform for fashion firms to exploit because

googling is something that fashionistas and customers enjoy doing. To
make it simple for potential buyers to choose what they want to look at, a
brand can divide its clothing into various boards, or categories. Vibe
Fashion Consulting estimates that 45% of Pinterest searches and pins are
related to fashion.

Additionally, when driven through Pinterest rather than any other social
media network, consumers are 10% more likely to make a purchase from
an e-commerce website.

Parallel to how Snapchat works, people produce their own fashion video
content. Snapchat stories are frequently utilized to give viewers insider
access to designers' studios and events (like Fashion Week). More than
any other platform, Snap chat allows users to experience a casual, one-
on-one interaction with a fashion expert or area of the fashion business.
Huge fashion influencers and designers like Manish Malhotra and many
others can be followed and subscribed to.

Different fashion firms are constantly developing interactive channels on

YouTube that use live video material to communicate with consumers.
Additionally, there are tiny fashion adverts. Any brand or business will
benefit greatly from this exposure, especially since viewers are not given
the option to pass. Companies used to be able to choose which YouTube
videos to insert their advertisements in order to determine the viewership.
 Chapter-3

Research Methodology
3.1 Data Collection
3.2 Data Analysis
3.3 Hypothesis Analysis
3.4 Conceptual Framework
3.5 Results and Analysis
3.6 Multiple Regression Analysis—MLR
3.7 Relation between Parameters
3.8 Multiple Linear Regression Model
3.9 Hypothesis Testing
Chapter-3
Research Methodology
3.1 Data Collection
Primary data is collected with the help of the questionnaire survey,
designed to get the views from different set of groups of people. Data is
collected in a way get the better views of people about shopping and the
usage of online social media apps. Data is collected from the people of
different Gender, Age, occupations and their opinions about the use of
mobile applications to ease their shopping experience, especially related
to purchasing any clothes or accessories to himself or to someone else in
Noida. Data is collected in more structured to capture all the key
information that is required to support the Research and to validate our
hypothesis.

3.1.1 Data Sampling

A sample is a subset of the population, which should be used to analyze

the population. By contrast, the population is a group of related objects or
occurrences that are relevant to a certain topic or experiment. (Source
Wiki: https://en.wikipedia.org/wiki/Statistical_population) It is said that
the sample should be the good representative of the pollutions means if
we are trying to determine the impact of brand equity in fashion industry,
then the data points that we have gathered should be able to handle the
all-important information that is being required to estimate the complete
population or the whole NCR in our research.

The questionnaire is sent to more than 250 participants across different

locations in the Delhi- NCR region out of which only 222 of the
participants responded. Total response rate can be determine as 222/250 ×
 103
100 = 88%. There are different types of information that is being
extracted from the collected data using data analysis related to customer’s
gender, their age group, their shopping preference, shopping mode,
purchasing behaviour, etc. Like if we look to describe the data related to
these features, we can say that out of the total respondents we can 52.5%
of the respondents are male and 47.5% of the respondents are female.

3.1.2 Questionnaire Design

The primary object of the designing of the questionnaire is to get the all
relevant inputs from the customers relevant to the research. So, the
primary data collection was done keeping all the relevant parameters in
mind that will be helpful for evaluation our hypothesis and finally leads
to the objective of the research work. With the total of 42 questions, the
aim is get the customer opinion about the social media marketing and
using that how the fashion word is building their brand equity. Three
sections make up the questionnaire. The following table shows a full
explanation of the questions' objectives and the design principles that
were employed.
No. Concept Question Purpose
1. Demographic Name of Respondent Describing the
Information demographic
Email
characteristic of the
Gender sample population
Age Group Income
 104

No. Concept Topic Question Purpose

2. Social Media Trendiness Do you follow the latest To define

Services fashion trends from social the ratio of
media? usage of

Does wearing latest

trending clothes and outfits
helps you in redefining
yourself.

I love buying from the

latest trends when it comes
to buying any dress.

Wearing latest fashion

gives smile to your face and
boost your confidence

3. EWOM Do you tend to search for To identify

others' opinions online,
only then, when you want
to buy fashion products?

On the internet, I'd like to

send E-Word of Mouth
message and influence
others opinion?

I would like to share my

feedback/opinion regarding
product you buy using
social media?

4. In- In-formativeness
formativeness
How much do you agree
that social media helps in
acquiring information about
fashion trends?

I can easily found the latest

updates and news about my
favorite fashion designs on
Social Media
 105

5. Trust Trust
How often do you buy
products that you see on
these sites?
I believe on buying branded
clothes.
6. Purchasing I am likely to purchase a
Decision product recommended on
social media’s
I intend to make a purchase
after searching product
information in social sites.
I intend to purchase the
product of this brand in the
future.
I intend to use social media
while making a purchase
decision.
If another brand is not
different from brand in any
way, it seems smarter to
purchase this brand
Social media affects my
choice of product.
7. Content Do you follow fashion
Sharing related blogs?
Have you noticed fashion
apparel advertisement on
social media?
I refer to Social media
whenever I want to buy any
clothes.
Social Sites helps me in
making my decision
towards buying any fashion
apparels.
 106

Brand Equity
9. Brand I am able to distinguish between various
Awareness fashions brands available on Social Media
according to my preference and taste.
I can quickly recall symbol or logo of the
particular fashion / clothes that appeared in
the social media.
Using social sites provides me better
understanding about the particular brand of
the fashion.
When it comes to searching for specific
clothes there are some specific brands that I
first want to explore quickly on Social Media.
Brand Image Does your favorite brand always fulfil your
expectations?
I believe in some brands that will always
provide me excellent features.
How often do you shop for fashion
apparels….?
I love to buy from the particular brand that is
well established in the market.
When it comes to buying any specific clothes
or outfits I already know about which specific
brand I want to buy that in order to save my
time
Brand I usually use this product/brand as my first
Loyalty choice in comparison with the other
product/brand.
I would recommend this product/brand to
others through social media
When it comes to fashion I am very loyal to
some of the specific brands.
 107

3.2 Data Analysis

Types of Variables—To support the Research objective, the data
collection is done by keeping in mind all the required variables that will
help me to validate my hypothesis and accordingly help to reach to
research objective. Primary data that is collected in a way to understand
customer preference and their views when it comes to shopping their
desired clothes and apparels through any digital or social media platform
and how that will ultimately help to build the brand image for that
product in the market. Data contains questions/variables that will help to
evaluate about factors are significant in building brand equity of the
Fashion Industry.

Data contains the mix of both qualitative and quantitative variables to

support the research objective. Some of key qualitative variables in the
data are based upon knowing customer preferences and their views upon
social media marketing and about their likings and disliking’s related to
doing online shopping. Most of the information captured in the data are
stored under qualitative variables where they are typically collecting the
nominal and ordinal type of values. Ordinal variables are “Ordinal data is
a categorical, statistical data type where the variables have natural,
ordered categories and the distances between the categories are not
known.” (Agresti, Alan (2013). Categorical Data Analysis (3 ed.).
Hoboken, New Jersey: John Wiley & Sons.). While many of the data
points the data is typically qualitative, but it also contains quantitative
variables capturing the information like how much time the individual is
spending while doing online shopping and how many number of visits to
the site the individual is making while doing his/her shopping. So,
discrete values or the information is being captured in order to evaluate
 108
the traffic or customer behavior before finally completing his/her
transaction.

3.3 Hypothesis Analysis

H1o: Trust has no significant impact on brand equity in Fashion
industry.

H1a: There is a significant impact of Trust on brand equity in Fashion

industry.

H2o: EWOM has no significant impact on brand equity in Fashion

industry.

H2a: There is a significant impact of EWOM on brand equity in Fashion

industry.

H3o: Trendiness has no significant impact on brand equity in Fashion

industry.

H3a: There is a significant impact of Trendiness on brand equity in

Fashion industry.

H4o: Information has no significant impact on brand equity.

H4a: Information has significant impact on brand equity.

H5o: Purchasing Decision has no significant impact on brand equity.

H5a: Purchasing Decision has significant impact on brand equity.

H6o: Content Sharing has no significant impact on brand equity in

Fashion industry.

H6a: Content Sharing has significant impact on brand equity in Fashion

industry.
 109

3.4 Conceptu
ual Fram
mework
k

3.5 Results and

a Ana
alysis
Let’s look
k into diff
fferent chaarts showiing the disstributionss of people with
respect to
o different category as discusssed above..
Gender—
— Gender distributioon of the responden
r ts.

Age—Disstribution of the resppondents on the agee basis.

 110
Occupatiion—Occu
upation w
wise distrib
bution of th
he responddents.

E-WOM—
—E-Word
d of Mouthh messagee to influence otherss opinion

Feedback
k/opinion regardin
ng producct that I buy using ssocial meedia.

Reviews and
a ratin
ngs affect your buy
ying decisiion?
 111
Social meedia helpss in acquiiring inforrmation about
a fash
hion trend
d

Follow th
he latest fa
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 112

1.5.1 Inferences from the Data

By looking into the charts we can derive the following conclusions—

1. Out of total 222 respondents 49.5% are male and 50.5% are female
that means data contains almost consistent information from both
male and female respondents.

2. Most of the respondents in the data are between 20-30 years of age
i.e. 56.3% then 30 to 40 years i.e. 33.8% means data is majorly
captured the views of the adults between 21 to 40 years of age.

3. Since data has more respondents between 20 to 40 years of age due

to that nearly 44% of the data is submitted by employed and
students.

4. Also it has been observed that out of the total 222 respondents 40%
are having neutral towards E-Word of Mouth message to influence
others opinion however, 33% are still agree that E-WOM influenced
the buyer opinion.

5. Also around 53% of individual’s feedback/reviews regarding

product on using social media impact on brand equity of the product.

6. Also it has been observed that most of the respondents agree that
social media helps them to acquire information regarding latest
trends and ultimately impact the brand equity for the product.

1.5.2 Reliability Test

Reliability test is applied to check the consistency of the designed

questionnaire which is distributed by researcher. In order to measure the
Likert scale questions from our questionnaire Cronbach's alpha test is
applied to measure the reliability of the information using SPSS tool.
Values of the Likert scale can be defined as the as the 5 Point that are 1
 113
for Strongly Disagree, 2 for Disagree, 3 for Neutral, 4 for Agree and 5 for
Strongly Agree.

Below table shows the results of Reliability Test—

Case Processing Summary
N %
Case Valid 222 100.0
Excluded 0 .0
Total 222 100.0
a. Listiwise deletion based on all variables in the procedure.

Reliability Statistics
Cronbach’ Alpha N of Items
.843 6

Inferences

1. From the case processing summary it is clear that total of 222 sample
size is used in the Reliability test i.e. 222 people are included in the
analysis

2. Cronbach’s Alpha of 0.843 represents that 84% of the variability in

the composite score by combining the 6 items to our analysis.

3. The above composite score of 84% indicate that there is 84% of

variance in the score is true score variance or the reliable variance.

3.6 Multiple Regression Analysis—MLR

Multiple Linear Regression is been applied on the data for doing analysis
by the researcher to evaluate social media impact on brand equity of the
product in Fashion industry. Also reason for applying MLR model is to
check for the significance of the factors affecting the brand equity of the
 114
product and eventually leads to validate our hypothesis. Multiple linear
regression is given as—
Y = a + b1X1 + b2X2 + b3X3 + b4X4 + e
Where,
Y = Brand Equity
a = Constant
b1, b2, b3, b4 = Regression coefficient of variables
X1, X2, X3, X4 = factors includes Trendiness, EWOM, Trust, Content-
Sharing, In-formativeness, Purchasing Decision
e = error

3.7 Relationship between Parameters

In order to apply MLR model on the data with the given set of
independent and dependent factors, first trying to check for the
relationship between the independent and dependent factors.

Pearson’s Correlation Analysis

Variables/ Factors Correlation Interpretation Significant

Coefficient, r
Trendiness 0.666709 Strong positive correlation Significant
EWOM 0.497140 Weak positive correlation Significant
Trust 0.730964 Strong positive correlation Significant
Content Sharing 0.729540 Strong positive correlation Significant
Purchasing Decision 0.481362 Weak positive correlation Significant
In-formativeness 0.456489 Weak positive correlation Significant

Inferences
1. The sample of 222 is taken into consideration for calculating the
relationship between the dependent and independent variables.
2. By looking in the above figure it is been observed that the out of the
five independent variables trust and content sharing is having
 115
significant high positive correlation of around ~72% with the
dependent variable social media.
3. Means if their crease in the value of trust or content sharing it will
directly increase the brand equity by 72%.
4. Variables like EWOM, in-formativeness and purchasing decision are
having significant weak positive correlation with the dependent
variable.
5. All the independent variable the making significant positive impact
in the prediction of dependent variable.

3.8 Multiple Linear Regression Model

Applying multiple linear regression model on the identified factors for the
test of significance of the variables to the target variable.
Coefficients
Model Unstandardized Standardized t Sig
Coefficients Coefficients
B Std. Error Beta

1. (Constant) .563 .206 2.740 .007

Trendiness .081 .047 .101 1.720 .009
EWOM .077 .045 .091 1.701 .090
Informativeness .103 .046 .112 2.213 .028
Trust .452 .087 .423 5.192 .000
Content Sharing .134 .043 .197 3.127 .002
Purchasing Decision .014 .053 .015 .255 .799
a. Dependent Variable: Brand_Equity.

Inferences

1. Variable trendiness has the significant impact upon the dependent

variable brand equity by the value of 0.081 means with the increase
of the trendiness by 1 unit it will significantly increase the value of
brand equity by 0.081 units.
 116
2. Also, trust is also having the significant impact upon the brand
equity of the products in the fashion industry by 0.452 units.

3. Variables like purchasing decision, EWOM, in-formativeness are not

significant to the variable brand equity based upon the research and
available data sample.

4. People trust towards the social media is making more impact in

building brand equity as they tried to do more analysis by sharing the
contents in the form of a blog or reviews towards the product.

5. Latest trending clothes or fashion articles are playing the vital role in
building the brand equity of the products in fashion industry as
people are mostly care about the latest fashion trends and use the
social media information to convert into purchasing.

3.9 Hypothesis Testing

Hypothesis testing is performed finally to validate the objective of our
research that social media has significant impact upon consumer buying
decisions. This will be done by testing our Hypothesis defined above to
check how the defined factors are having any significant value towards
our target variable consumer buying decision. The below table is showing
the results of the analysis generated using SPSS. Table shows the set of
defined test cases and the level of significance value calculated by
applying multiple linear regression model.

Hypotheses Data Analysis Method Results

H1: Trendiness has significant impact Multiple Regression Significant

on building brand equity Analysis (p = 0.009< 0.05)

H2: EWOM has significant impact on Multiple Regression Not Significant

building brand equity Analysis (p = .090 > 0.05)

H3: Informativeness has significant Multiple Regression Significant

impact on building brand equity Analysis (p = 0.028< 0.05)
 117

H4: Trust has significant impact on Multiple Regression Significant

building brand equity Analysis (p = .000 < 0.05)

H5: Content Sharing has significant Multiple Regression Significant

impact on building brand equity Analysis (p = 0.002< 0.05)

H6: Purchasing Decision has significant Multiple Regression Not Significant

impact on building brand equity Analysis (p = 0.79 > 0.05)

Inferences

H1: Trendiness shows positive relation towards building brand

equity.
As shown in table above the p-value for trendiness variable is 0.009,
lesser than 0.05, means trendiness has statistically significant impact
on building brand equity for the fashion products in fashion industry.
So, we to reject the null hypothesis and accept the alternate
hypothesis.
H2: EWOM has not significant impact on building brand equity.
As shown in the table above the p-value for ewom variable is 0.090,
which is more than 0.05, means ewom has statistically significant
impact on building brand equity for the fashion products in fashion
industry. So, it is evident to accept the null hypothesis and reject
alternate hypothesis.
H3: Informativeness has significant impact on building brand equity.
As shown in the table above the p-value for informativeness variable
is 0.028, which is less than 0.05, means informativeness has
statistically significant impact on building brand equity for the
fashion products in fashion industry. So, it is evident to accept the
reject hypothesis and accept alternate hypothesis.
H4: Trust shows positive relation towards building brand equity.
As shown in the table above the p-value for trust variable is 0.000,
lesser than p-value of 0.05, means trust has statistically significant
 118
impact on building brand equity for the fashion products in fashion
industry. So, it is evident to reject the null hypothesis and accept
alternate hypothesis.
H5: Content Sharing has positive impact on building brand equity.
As shown in the table above the p-value for perceived value variable
is 0.002, which is lesser than 0.05, means that the content sharing
does have any statistically significant impact on building brand
equity for the fashion products in fashion industry, so, we reject the
null hypothesis and accept the alternate hypothesis.
H6: Purchasing Decision has not significant impact on building
brand equity.
As shown in the table above the p-value for purchasing decision
variable is 0.79, which is greater than 0.05, means that the
purchasing decision does not have any statistically significant impact
on building brand equity for the fashion products in fashion industry,
so, we accept the null hypothesis and reject the alternate hypothesis.

Recommendations
We can conclude from our research that that social media marketing play
the vital role for the retail companies. Which can be advisable to the
marketing managers of retail organizations to use social media as part of
their marketing activities. Social media can leads the increase the sales
margins of the companies by providing the platform to interact directly to
the consumers through online media, blogs, chats, etc. which can
ultimately define paths to build brand image. According to Eze and Bello
(2016), the Engel, Kollet, Blackwell (EKB) model defines this because it
helps in the implication by which social media comes with an active role,
it gives the customer with 42 relevant searches that is quite enough which
enables people to do the purchase function.
 119

Limitations

Social media marketing is not to be newly known concept and it

keeps on changing and revolving around. Therefore, there are
enormous journals/articles relevant at this point towards topic but
only very few articles help to relate social media with different
challenges in consumer behaviour.

The size of Data sample that was taken is quite small and from NCR
(Greater Noida) region therefore it depicts very limited
generalization about the study concluded. Sample size must be rather
increased in order to cover more population inside the society and
helps to develop a realistic and accuracy of results.

The people who does participation into this survey was basically
from Greater Noida, but the same theory can be applied on a broader
margin by doing accurate collection of data from different states and
part of the globe for fetching a smooth understanding of the
influence which social media is sharing on consumer buying process.

In India, there is huge cultural diversification and changes of values

starting from states to states, consumer’s buying behaviour might
varies accordingly. A relevant study must be done to involve from
different countries to be initiated upon this research title for fetching
accuracy and generating good results.

This research was conducted in a time slot of period in Dec 2021.

Therefore, it just can’t be further utilized for doing analysis of
behaviour over a period because time scale has no guarantee for
being signified.
 120
Into this study the level of focus has been shortened down and
research contains the information related to objectives.

The collection of data was made from the sample taken out of the
population who are readily available to share their responses that is
counted perfectly and are available to do their participation in study.
This may also lead to a biasness and also might be an unauthentic
representation of the sample taken from population.

Future Research and Recommendations

Further future researches must be done to do more of their engagement in

the field of social media marketing that is regarded as a marketing
technique. A more unified data should be used for allied sectors which
are engaged in social media marketing in order to provide accuracy into
their studies. Managers must be well trained with accurate real time
knowledge of every recent trend that are readily available in order to
carry out an effective market campaigns on social media. Therefore such
52 more literature reviews should be taken into consideration for showing
best information of how to do maximization of social media marketing in
their organizations.
 Chapter-4

Findings and Analysis

Chapter-4
Finding and Analysis
Introduction

Present research has been done to find out the impact of social media
marketing on brand awareness with reference to fashion industry. The
study was conducted by analyzing the data that was collected by way of
canvassing the questionnaire pertaining to the impact of social media that
was cast by it on the marketing of brand through the brand awareness
among respondents which in turn belonged to different criteria and social
media usage and impact pattern of social media on customers.

The data that was collected by sending the questionnaire to more than 250
participants across different locations in the Delhi NCR region fetched
responses of 222 respondents which stood at a response rate 88.8 percent
in total which is good response rate considering the online nature of
survey. There are different types of information that was extracted from
the collected data using data analysis related to customer’s gender, their
age group, their shopping preference, shopping mode, purchasing
behavior, etc.

Data collected contained the mix of qualitative and quantitative variables

to support the research objective. Some of key qualitative variables in the
data were based upon knowing customer preferences and their views
upon social media marketing and about their likings and disliking related
to doing online shopping. Most of the information captured in the data
was stored under qualitative variables where they are typically collecting
the nominal and ordinal type of values. Ordinal variables are “Ordinal
data is a categorical, statistical data type where the variables have natural,
 122
ordered categories and the distances between the categories are not
known.”

Analysis of data led to following conclusions—

1. Analysis showed that the number of valid cases for the survey. In
total there were 222 respondents out of 250 respondents who
provided their responses for the present study. There were no
missing values for these 222 respondents.

2. Among the 222 respondents, gender distribution is nearly equal, with

49.5% being male and 50.5% female, indicating a balanced
representation of both genders in the data.

3. The age groups of respondents surveyed for present study have been
given. There was 1 respondent in the age gruoup of less than 20.
There were 125 who belonged to the age group of 20 – 30 years. 75
belonged to the age group of 30-40 years of age. And 21 were from
the age of above 40. Analysis provided that maximum number of the
respondents belonged to the age group of 20 to 30 years.

4. The majority of respondents fall within the 20-30 age group,

comprising 56.3%, closely followed by the 30-40 age group at
33.8%. This suggests that the data predominantly captures the
perspectives of adults aged 21 to 40.

5. Given the prevalence of respondents between 20 and 40 years of age,

approximately 44% of the data originates from employed individuals
and students.

6. It was concluded from the analysis that maximum number of

respondents belonged to the student category or was employed in
some company.
 123
7. Analysis provided that maximum number of the respondents
belonged to the age group of 20 to 30 years.

8. It was concluded from the analysis that maximum number of

respondents belonged to the student category or was employed in
some company.

9. It could be seen that maximum number of respondents used social

media.

10. Analysis shows that maximum of the respondents agreed that they
searched online for others comments when they buy fashion
products.

11. It was observed that maximum number of respondents agreed with

the statements that they liked to send E word of mouth to influence
others.

12. Analysis also showed that people like to share their feedback on
social media.

13. It could be seen that people agreed that they were influenced by the
advertisements and brand endorsements.

14. Analysis showed that reviews and ratings influence buying

decisions.

15. Data analysis further showed that respondents believed that social
media helps in acquiring information about fashion trends.

16. Research showed that people agreed that they can easily find the
latest updates about their fashion choices on social media.

17. Analysis showed that social media helps in providing better

information about the product.
 124
18. It was also observed that people agreed that they follow the latest
fashion trends from social media.
19. Furthermore, the data reveals that among the 222 respondents, 40%
maintain a neutral stance concerning the impact of Electronic Word
of Mouth (E-WOM) messages on others' opinions, while 33% firmly
agree that E-WOM influences buyer opinions.
20. Approximately 53% of respondents believe that sharing individual
feedback and reviews about products through social media has a
tangible impact on the brand equity of those products.
21. Lastly, it is worth noting that most respondents concur that social
media serves as a valuable source of information on the latest trends
and has a consequential effect on the brand equity of products.

Study further concluded that social media marketing has exerted a

profound influence on brand awareness in the fashion industry. It has
evolved into a critical channel for fashion brands to establish connections
with their audience, amplify brand recognition, and promote their
products. Here are several key mechanisms through which social media
marketing shapes brand awareness in the fashion sector:

Social media platforms boast vast global user bases. Fashion brands can
leverage these platforms to access a diverse and far-reaching audience,
expanding their brand's visibility on a global scale.

Visual content is at the core of social media, making it an ideal medium

for fashion brands to display their collections, runway events, and behind-
the-scenes content. This enables consumers to visually connect with the
brand's style and aesthetics.

Social media encourages two-way communication. Fashion brands can

actively engage with their followers, respond to comments, and
 125
participate in conversations. This interaction cultivates brand awareness
by fostering a sense of community and personal connection.

Many fashion brands collaborate with social media influencers to access a

broader and more targeted audience. Influencers can genuinely endorse
the brand and its products, further elevating brand awareness.

Social media platforms facilitate user-generated content, where customers

share their experiences and photos wearing the brand's products. This
user-generated content serves as social proof and can significantly
enhance brand awareness.

Fashion brands often create branded hashtags to encourage user

participation. These campaigns can go viral, drawing attention to the
brand and its products.

Live streaming and stories on platforms like Instagram and Facebook

provide real-time connections with the audience. Fashion brands can
utilize these features for product launches, fashion shows, and Q&A
sessions, thereby heightening brand awareness.

Social media platforms are increasingly integrating e-commerce features,

enabling fashion brands to directly showcase and sell their products. This
seamless integration augments brand exposure and can drive sales.

Social media platforms offer sophisticated targeting options, enabling

fashion brands to reach specific demographics and interests. Targeted
advertising can bolster brand awareness among relevant audiences.

Social media equips brands with data and analytics to monitor campaign
performance. This allows brands to refine their strategies and enhance
brand awareness efforts over time.
 126
The fashion industry thrives on trends and virality, and social media is an
optimal platform for creating and capitalizing on these trends. Viral
challenges and trends can propel a brand to the forefront of consumer
consciousness.

Social media also plays a role in managing and mitigating crises.

Effective crisis management can safeguard brand reputation and, in turn,
brand awareness.

In the fashion industry, where aesthetics, trends, and image are of

paramount importance, social media marketing serves as a potent tool for
augmenting brand awareness. It empowers brands to showcase their
creativity, connect with their audience, and stimulate consumer
engagement. As social media platforms continue to evolve and introduce
new features, fashion brands will adapt their strategies to maintain and
expand their brand awareness.

The case processing summary for present research revealed that a total of
222 samples were utilized in the Reliability test, which includes the
analysis of 222 individuals.

A Cronbach's Alpha of 0.843 indicated that 84% of the variation in the

composite score, derived from the combination of the 6 items in our
analysis, is accounted for. The aforementioned composite score of 84%
signifies that 84% of the variance in the score is attributable to true score
variance, demonstrating its reliability.

Multiple Linear Regression (MLR) was employed to conduct an analysis,

assessing the influence of social media on brand equity in the fashion
industry. The utilization of the MLR model serves the purpose of
examining the significance of the factors that impact product brand
equity. Ultimately, this approach validates the research hypothesis.
 127
Y = a + b1X1 + b2X2 + b3X3 + b4X4 + e
Where,
Y = Brand Equity
a = Constant
b1, b2, b3, b4 = Regression coefficient of variables
X1, X2, X3, X4 = factors includes Trendiness, EWOM, Trust, Content-
Sharing, In-formativeness, Purchasing Decision
e = error

Significant inferences from the analysis of MLR

1. The analysis of the MLR provided that the trendiness had the score
of 0.666709 which provided that it had a strong positive correlation
and the value was significant.

2. EWOM has the value of 0.497140 which showed a weak positive

correlation. However, the value was significant.

3. Trust accounted for a value of 0.730964 which provided for strong

positive correlation and value was significant.

4. Content Sharing had a value of 0.729540 which had a strong positive

correlation which significant.

5. Purchasing Decision stood for a value of 0.481362 which provided

for a weak positive correlation and the value was significant.

6. Informativeness provided for a value of 0.456489 that showed a

weak positive correlation and the value was significant.

7. It was also observed that out of the five independent variables trust
and content sharing is having significant high positive correlation of
around ~72% with the dependent variable social media. Means if
 128
there is increase in the value of trust or content sharing it will
directly increase the brand equity by 72%.

8. Variables like EWOM, informativeness and purchasing decision are

having significant weak positive correlation with the dependent
variable.

9. All the independent variable had significant positive impact in the

prediction of dependent variable.

10. Variable trendiness has the significant impact upon the dependent
variable brand equity by the value of 0.081 means with the increase
of the trendiness by 1 unit it will significantly increase the value of
brand equity by 0.081 units.

11. Also, trust is also having the significant impact upon the brand
equity of the products in the fashion industry by 0.452 units.

12. Variables like purchasing decision, ewom, informativeness are not

significant to the variable brand equity based upon the research and
available data sample.

13. People trust towards the social media is making more impact in
building brand equity as they tried to do more analysis by sharing the
contents in the form of a blog or reviews towards the product.

14. Latest trending clothes or fashion articles are playing the vital role in
building the brand equity of the products in fashion industry as
people are mostly care about the latest fashion trends and use the
social media information to convert into purchasing.

Hypothesis testing was conducted to affirm the research objective, which

seeks to determine if social media has a significant influence on
consumer purchasing decisions. To assess this, a series of hypotheses
 129
were tested to examine the extent to which the defined factors contribute
significantly to our target variable, consumer buying decisions. These
tests were carried out using a multiple linear regression model, and the
significance level was determined.
1. The examination of hypothesis one (H1) revealed that trust indeed
plays a substantial role in shaping brand equity. In support of this,
the Multiple Regression Analysis indicated that the value was
statistically significant (p = 0.000 < 0.05).
2. The examination of hypothesis two (H2) revealed that the influence
of trendiness on brand equity is statistically significant based on the
Multiple Regression Analysis (p = 0.009 < 0.05).
3. The examination of hypothesis three (H3) revealed that the effect of
Electronic Word of Mouth (EWOM) on brand equity is not
statistically significant according to the Multiple Regression
Analysis (p = 0.090 > 0.05).
4. The p-value for the trust variable is 0.000, which is less than 0.05.
This indicates that trust has a statistically significant impact on
building brand equity in the fashion industry for fashion products.
Therefore, we reject the null hypothesis and accept the alternative
hypothesis.
5. The p-value for the trendiness variable is 0.009, which is also less
than 0.05. This suggests that trendiness has a statistically significant
impact on building brand equity for fashion products in the fashion
industry. Consequently, we reject the null hypothesis and accept the
alternative hypothesis.
6. In contrast, the p-value for the EWOM variable is 0.090, exceeding
the 0.05 threshold. This implies that Electronic Word of Mouth
 130
(EWOM) does not have a statistically significant impact on building
brand equity for fashion products in the fashion industry.
7. The p-value for the perceived value variable is 0.002, less than 0.05.
This indicates that content sharing does indeed have a statistically
significant impact on building brand equity for fashion products in
the fashion industry. As such, we reject the null hypothesis and
accept the alternative hypothesis.
8. Conversely, the p-value for the purchasing decision variable is 0.79,
which is greater than 0.05. This suggests that the purchasing
decision does not possess a statistically significant impact on
building brand equity for fashion products in the fashion industry.
Thus, we accept the null hypothesis and reject the alternative
hypothesis.

Thus the results of analysis indicate that the impact of social media on
brand awareness is substantial and multifaceted. Social media platforms
have revolutionized the way brands can connect with their target audience
and enhance their visibility. Social media platforms have a vast and
diverse global user base. Brands can leverage these platforms to reach a
wide international audience, expanding their brand's awareness on a
global scale.

Social media is inherently visual, making it an ideal medium for fashion

brands to showcase their products, brand identity, and visual aesthetics.
Sharing captivating images and videos can leave a lasting impression on
consumers and boost brand recognition.

Social media fosters two-way communication between brands and their

followers. Brands can actively engage with their audience, respond to
comments, and participate in conversations. This interaction builds a
 131
sense of community and personal connection, enhancing brand
awareness.

Collaborating with social media influencers can extend a brand's reach

and credibility. Influencers can authentically promote the brand,
introducing it to a broader and more targeted audience.

Social media allows customers to share their experiences and content

related to the brand. This user-generated content serves as social proof
and can significantly increase brand awareness.

Creating branded hashtags encourages user participation and can lead to

viral campaigns, drawing attention to the brand and its products.

Features like live streaming and stories offer real-time connections with
the audience. Brands can use these features for product launches, behind-
the-scenes glimpses, and interactive sessions, which can heighten brand
awareness.

Many social media platforms now integrate e-commerce features,

enabling brands to showcase and sell their products directly. This
integration enhances brand exposure and can drive sales.

Social media platforms provide sophisticated targeting options, allowing

brands to reach specific demographics and interests. Targeted advertising
can bolster brand awareness among relevant audiences.

Social media platforms offer robust data and analytics tools, enabling
brands to measure the performance of their campaigns. This data allows
for strategy refinement and improved brand awareness efforts over time.

In the context of the fashion industry, where aesthetics, trends, and visual
appeal are paramount, social media's impact on brand awareness is
profound. It offers a dynamic and engaging platform for brands to
 132
connect with their audience, tell their visual story, and drive consumer
engagement. As social media continues to evolve and introduce new
features, fashion brands adapt their strategies to maintain and expand
brand awareness in this digital landscape.
 Chapter-5

Analysis of Data
Chapterr-5
Analysis of Da
ata
This chap
pter focusees on analyyzing the data gathered conc erning im
mpact of
social meedia on brand
b aw
wareness with
w speccial refereence to fashion
f
industry. The analy
ysis of thiss data is vital
v for understandding the beehavior
demonstraated by th
he responddents who participated in this study, pro
oviding
crucial inssights into
o their invvestment teendencies..

The primaary objecttive of colllecting an

nd analyziing this daata is to in
nterpret
the inform
mation rellevant to the studyy's predefiined aimss and objeectives.
This proccess allow
ws us to draw creddible and meaninggful concllusions,
which can
n either su
upport or refute thee hypothesses propossed in thiss study.
Consequeently, this analysis aids in ad
ddressing the reseaarch questtions at
hand, highlighting the impliccations off the reseaarch beingg conducteed, and
summarizzing the study's finndings. Ad
dditionally
y, it proviides sugg
gestions
for futuree research
h directionns within the
field or to
opic underr investigaation.

Data An
nalysis Process
P

Figure giiven belo

ow providdes for data
d
analysis process
p which
w shows that data
d
analysis begins
b witth the idenntification
n of
data req
quirement specificaations, th
hen
there is daata collecttion, which is follow
wed
by data, processing, data clleaning, data
d
analysis and communiications of
inferencess which has
h been followed
d in
present sttudy.
 134
The data analysis yields several crucial outcomes—
1. It condenses the data, providing a concise overview.
2. Relationship Identification: It facilitates the identification and clear
delineation of relationships among variables.
3. Comparative Insight: It enables a comparative analysis of the
available data.
4. Variable Discrepancy: It assists in discerning distinctions between
the data and the variables under scrutiny.
5. Predictive Capability: Lastly, it aids in predicting potential
outcomes.

The analysis of this study was a multi-stage process, commencing with a

pilot study. Validation and reliability pre-tests were carried out to assess
the credibility of the questions included in the questionnaire, which was
employed for data collection in this study.

The validity of the questionnaire's questions was assessed using the

“Cronbach’s Alpha’ test. The information gathered for the study included
demographic details of the participants, specifically focusing on working
women. Additionally, data was gathered concerning the investment
behavior of working women and their level of financial literacy.

Results and Analysis

Given below are the tables and figures showing the distributions of
people with respect to different category as discussed above—

Table 1 shows the number of valid cases for the survey. In total there
were 222 respondents out of 250 respondents who provided their
responses for the present study. There were no missing values for these
222 respondents.
 135

Table 1. Statistics
N Valid 222
Missing Nil
Source: Personal Survey and Data Analysis of Researcher.

1. Age of the Respondents

Table 2 provides responses for the inferences which were given by the
respondents pertaining to their age. There were no missing responses for
the age of respondents.
Table 2. Age of the Respondents
N Valid 222
Missing Nil
Source: Personal Survey and Data Analysis of Researcher.

It can be seen from the Table 3 given below that the age groups of
respondents surveyed for present study have been given. There was 1
respondent in the age group of less than 20. There were 125 who
belonged to the age group of 20 – 30 years. 75 belonged to the age group
of 30-40 years of age. And 21 were from the age of above 40. Analysis
provided that maximum number of the respondents belonged to the age
group of 20 to 30 years.
Table 3. Age Group
Frequency Percent Valid Cumulative
Percent Percent
Valid Less than 20 1 .4 .5 .5
20-30 125 55.8 56.3 56.8
30-40 75 33.5 33.8 90.5
Above 40 21 9.4 9.5 100.0
Total 222 100.0 100.0
Total 222 100.0
Source: Personal Survey and Data Analysis of Researcher.
 136
Graphic representa
r ation of thhe age of respondents can bbe seen fro
om the
Graph 1 given
g below.

Age Grroup

55..8
6
60

5
50

4
40 33..5

3
30 Percet
2
20
9.4
4
1
10
0.4
4
0
Less th
han 20-30
0 30-40
0 Above 40
20

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h1

2. Gend
der of thee Respond
dents

Table 4 giiven below

w shows th
the genderr configuraation of reespondentss.

Table 4. Gender
G

F
Frequency Percent Validd Cumulative
Percennt Perrcent

Valid M
Male 110 49.1 49.5 49.5

F
Female 112 50.0 50.5 10
00.0

Total 222 100.0 100.00

Total 224 100.0

Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 2 given
g belo
ow providdes the graphic reprresentationn for the gender
of the resp
pondents.
 137

Gend
der

50
50
4
49.8
4
49.6
4
49.4 Percet
49.1
4
49.2
49
4
48.8
4
48.6
Male Female

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h2

3. Occu
upation

It can be seen
s from
m the Tablee 5 given below
b thatt respondeent of the present
p
study bellonged to differentt streams of occup
pations. Itt was con
ncluded
from the analysis that
t maxim
mum num
mber of resspondents belonged
d to the
student caategory orr was emplloyed in some comp
pany.

T
Table 5. Occcupation

F
Frequency Percent Validd Cumulative
Percennt Perrcent

Valid S
Student 99 44.2 44.6 44.6

B
Business 6 2.7 2.7 47.3

E
Employee 96 42.9 43.2 90.5

O
Others 21. 9.4 9.5 10
00.0

Total 222 100.0 100.00

Total 224 100.0

Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 3 given
g belo
ow providdes the graaphic reprresentationn for occu
upation
of the resp
pondents.
 138

Occupa
ation

44.2
2 42..9
4
45
4
40
3
35
3
30
2
25
Percet
2
20
1
15 9.4
1
10
2.7
7
5
0
Studen
nt Busine
ess Employ
yee Otherrs

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h3

4. Do you
y use So
ocial Med
dia?

Table 6 given below

w providees responsee of the reespondent for the qu
uestion,
“Do you use Socia
al Media??” It could
d be seen that maxiimum num
mber of
responden
nts used so
ocial mediia.

Table 6.. Do you usse Social Media?

F
Frequency Percent Validd Cumulative
Percennt Perrcent

Valid N
No 3 1.3 1.4 1.4
1

Y
Yes 219 97.8 98.6 10
00.0

Total 222 100.0 100.00

Total 224 100.0

Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 4 given bellow proviides the graphic

g rep
presentatioon for qu
uestion,
“Do you use Socia
al Media?””
 139

Do y
you use So
ocial Media?

97.8
100

80

60 Percet

40

20 1.3

0
No Yes

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h4

5. Do you
y tend to
t search for otherrs’ opinio
ons onlinee only when you
wantt to buy fa
ashion prroducts?
Table 7 given below
w providees responsee of the reespondent for the qu
uestion,
“Do you tend to search foor others’ opinion
ns online only wheen you
want to buy
b fashiion produ
ucts?” Annalysis sho
ows that m
maximum
m of the
responden
nts agreed
d that theyy searchedd online fo
or others commentss when
they buy fashion
f prroducts.
Table 7. Do
D you tend d to search
h for others’ opinions online onlyy when you want
to buy fasshion produ
ucts?
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 3 1.3 1.4 1.4
1
D
Disagree 11 4.9 5.0 6.3
6
N
Neutral 47 21.0 21.2 27.5
A
Agree 146 65.2 65.8 93.2
S
Strongly Ag
gree 15 6.7 6.8 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.
 140
Graphic representa
r ation of thhe statem
ment, “Do you tend
d to searrch for
others’ opinions online only wh
hen you want too buy fashion
f
products?” can be seen from
m the Grapph 5 given
n below.

Do you
u tend to se
earch for oth
hers’ opinions online on
nly
when you wan nt to buy fashion produccts? Group

65.2
70
60
50
40
Percet
30 21
20
4.9 6.7
10 1.3
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h5

6. On the
t intern
net, I'd lik
ke to send
d E-Word
d of Mouuth message and
influ
uence otheers opinioon.

Table 8 given below

w providees responsee of the reespondent for the qu
uestion,
“Do you tend to search foor others' opinion
ns online only wheen you
want to buy
b fashio
on produ cts?” It was
w observ
ved that m
maximum number
n
of respon
ndents agreeed with tthe statem
ments that they
t likedd to send E word
of mouth to influen
nce others..
 141

Table 8. On the in nternet, I'd

d like to send E-Wo
ord of Mouuth messag
ge and
influence others opin
nion.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 12 5.4 5.4 5.4
5
D
Disagree 28 12.5 12.6 18.0
N
Neutral 88 39.3 39.6 57.7
A
Agree 76 33.9 34.2 91.9
S
Strongly Ag
gree 18 8.0 8.1 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of thhe statemeent, “On the interrnet, I'd like to
send E-W
Word of Mouth
M message and
d influencce others oopinion.” can be
seen from
m the Graph 6 given below.

On th
he internet,, I'd like to send E-Woord of Moutth
message
m a
and influenc ce others opinion.
o
39.3
40 33.9
35
30
25
20 Percet
12.5
15
10 5.4 6.7

5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h6

7. I wo
ould like to sharee my feed
dback/opiinion regaarding product
that I buy using social media.

Responsees of the reespondentt for the statement,

s “Do you
u tend to search
for otherrs' opinio
ons onlin
ne only when
w you
u want tto buy fashion
f
 142
products?” can bee seen froom the taable 9 giv
ven below
w. Analyssis also
showed th
hat peoplee like to shhare their feedback
f on
o social m
media.
Table 9. I would likke to sharee my feedb
back/opinio
on regardinng productt that I
buy usingg social med
dia.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 2 .9 .9 .9
D
Disagree 23 10.3 10.4 11.3
N
Neutral 46 20.5 20.7 32.0
A
Agree 119 53.1 53.6 85.6
S
Strongly Ag
gree 32 14.3 14.4 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of th
the statem
ment, “I would
w lik
ke to sha
are my
feedback
k/opinion regardingg producct that I buy
b usingg social media.”
m
can be seeen from th
he Graph 7 given beelow.

I would
w like tto share my
m feedbackk/opinion
regarrding produ uct that I buy
b using social
s mediia.

60 53.1

50

40

30 Percet
20.5
20
10.3
6.7
10 0.9
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h7
 143
8. Do online advertisements/endorsement on social media sites for
certain fashion brand influence you to buy that product?

Table 10 given below provides the responses of the respondents taken up

for the present study under consideration, for the question, “Do online
advertisements/endorsement on social media sites for certain fashion
brand influence you to buy that product?” It could be seen that people
agreed that they were influenced by the advertisements and brand
endorsements.
Table 10. Do online advertisements/endorsement on social media sites for
certain fashion brand influence you to buy that product?
Frequency Percent Valid Cumulative
Percent Percent
Valid Strongly Disagree 8 3.6 3.6 3.6
Disagree 17 7.6 7.7 11.3
Neutral 40 17.9 18.0 29.3
Agree 124 55.4 55.9 85.1
Strongly Agree 33 14.7 14.9 100.0
Total 222 100.0 100.0
Total 224 100.0
Source: Personal Survey and Data Analysis of Researcher.

Graph 8 given below provides the graphic representation for the question,
“Do online advertisements/endorsement on social media sites for
certain fashion brands influence you to buy that product?”
 144

Do on
nline advert
rtisements//endorseme ent on soccial
media sites forr certain fashion bran
nd influencce
you to buy tha at product?
?

55.4
60
50
40
30 Percet
17.9
20
7.6 6.7
10 3.6

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h8

9. Do reviews
r an
nd ratingss affect yo
our buyin
ng decision
ns?

Responsees of the respondentt for the question,

q “Do
“ revieews and ratings
r
affect yoour buyin
ng decisioons?” cann be seen from thee table 11
1 given
below. Analysis
A showed
s thhat reviews and ratings innfluence buying
decisions..
T
Table 11. Do reviews aand ratingss affect you
ur buying ddecisions?
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 4 1.8 1.8 1.8
1
D
Disagree 2 .9 .9 2.7
2
N
Neutral 23 10.3 10.4 13.1
A
Agree 98 43.8 44.1 57.2
S
Strongly Ag
gree 95 42.4 42.8 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of thhe question
n, “Do reeviews and
d ratingss affect
your buy
ying decisiions?” cann be seen from the Graph
G 9 ggiven below
w.
 145

Do
o reviews a
and ratings
s affect you
ur buying
decisioons?

43.8
45
40
35
30
25
20 Percet
15 10.3
6.7
10
1.8 0.9
5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h9

10. I bellieve that social m

media help
ps in acqu
uiring info
formation
n about
fashiion trends.

Table 12 given belo

ow providdes the ressponses off the respoondents taaken up
for the prresent study under consideraation, for the statem
ment, “I believe
b
that sociial media
a helps in acquiring info
ormation about fashion
f
trends.” data analysis furthher show
wed that responden
r nts believeed that
social media helps in acquirinng inform
mation abou
ut fashionn trends.
Table 12.. I believe that sociaal media helps
h in accquiring innformation about
fashion trrends.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 6 2.7 2.7 2.7
2
D
Disagree 13 5.8 5.9 8.6
8
N
Neutral 33 14.7 14.9 23.4
A
Agree 125 55.8 56.3 79.7
S
Strongly Ag
gree 45 20.1 20.3 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.
 146
Graph 10
0 given below prrovides th
he graphiic represeentation for
f the
statementt “I believ
ve that soocial med
dia helps in acquirring inforrmation
about fash
hion trend
ds.”

I be
elieve that s
social med
dia helps in
n acquiring
g
informattion about fashion tre
ends.

55.8
60

50

40

30 Percet
20.1
20 14.7
5.8
10 2.7

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 10

11. I can
n easily fiind the laatest upda
ates and news
n abou
ut my fav
vourite
fashiion design
ns on Sociial Mediaa.

Responsees of the responden

r nt for the statementt, “I can easily fin
nd the
latest upd
dates and
d news ab
bout my faavourite fashion
f deesigns on Social
Media.” can be seeen from the table 13 given below. R
Research showed
s
that peoplle agreed that they can easily
y find the latest upddates abou
ut their
fashion ch
hoices on social media.
 147

Table 13.. I can eassily find th

he latest updates and
d news aboout my fav
vourite
fashion deesigns on Social
S Mediia.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 5 2.2 2.3 2.3
2
D
Disagree 8 3.6 3.6 5.9
5
N
Neutral 32 14.3 14.4 20.3
A
Agree 131 58.5 59.0 79.3
S
Strongly Ag
gree 46 20.5 20.7 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of thhe statement, “I ca
an easily find thee latest
updates and new
ws about my favoourite fasshion dessigns on Social
Media” can
c be seen
n from thee figure 11
1 given beelow.

I can easily find the latest updates

u and
d news aboout
myy favourite ffashion dessigns on So
ocial Media

58.5
60

50

40

30 Percet
20 14.3
6.7
10 2.2 3.6

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 10

12. Socia
al sites help
h me in
n providiing betterr informaation abo
out the
prod
duct.
Table 14 given belo
ow providdes the ressponses off the respoondents taaken up
for the prresent stud
dy under cconsideration, for th
he statemeent, “Socia
al sites
help me in
i providiing betterr informa
ation abou
ut the prooduct.” Analysis
A
 148
showed th
hat social media heelps in prooviding beetter inform
mation about the
product.
Table 14. Social siites help m
me in providing bettter inform
mation abo
out the
product.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 3 1.3 1.4 1.4
1
D
Disagree 10 4.5 4.5 5.9
5
N
Neutral 36 16.1 16.2 22.1
A
Agree 128 57.1 57.7 79.7
S
Strongly Ag
gree 45 20.1 20.3 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 12
2 given below prrovides th
he graphiic represeentation for
f the
statementt, “Social sites help
p me in prroviding better
b infformation
n about
the produ
uct.”

Social
S sites
s help me in
i providing better
information abouut the produ
uct.

57.1
60

50

40

30 Percet
16.1
20
4.5 6.7
10 1.3
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 12

13. I folllow the la

atest fashiion trendss from social mediaa.
Responsees of the respondennt for the statemeent, “I foollow the latest
fashion trrends fro
om social media.” can
c be seeen from thhe table 15
5 given
 149
below. It was also observed that people agreed that they follow the latest
fashion trrends from
m social meedia.
T
Table 15. I follow the latest fash
hion trends from sociaal media.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 5 2.2 2.3 2.3
2
D
Disagree 10 4.5 4.5 6.8
6
N
Neutral 45 20.1 20.3 27.0
A
Agree 148 66.1 66.7 93.7
S
Strongly Ag
gree 14 6.3 6.3 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of thhe statem
ment, “I follow
f thee latest fashion
f
trends fro
om sociall media” ccan be seeen from the Graph 1 3 given below.

I fo
ollow the la
atest fashio
on trends frrom social
media.

66.1
70
60
50
40
Percet
30 20.1
20
4.5 6.3
10 2.2

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 13

14. I likee wearing

g latest trrending cllothes and
d outfits tthat helpss me in
redefining my
yself.

Table 16 given belo

ow providdes the ressponses off the respoondents taaken up
for the present
p stu
udy undeer consideeration, fo
or the staatement, “I
“ like
 150
wearing latest
l tren
nding clotthes and outfits
o tha
at helps m
me in redeefining
myself.” Research
h providedd that peoople liked
d wearingg latest trrending
clothes an
nd outfits and
a they ffelt that thhey helped
d in redefinning them
mselves.
Table 16.. I like wearing latesst trendingg clothes an
nd outfits that helps me in
redefiningg myself.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 9 4.0 4.1 4.1
4
D
Disagree 24 10.7 10.8 14.9
N
Neutral 41 18.3 18.5 33.3
A
Agree 111 49.6 50.0 83.3
S
Strongly Ag
gree 37 16.5 16.7 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 14
4 given below prrovides th
he graphiic represeentation for
f the
statementt, “I like wearing
w laatest trending cloth
hes and o utfits tha
at helps
me in red
defining myself.”
m

I like wearing la
atest trending clothes
s and outfitts
that help
ps me in red
defining myself.
49.6
50
45
40
35
30
25 18.3 Percet
16.5
20
15 10.7
10 4
5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 14
 151
15. I lov
ve buying from thee latest treends when it comees to buyin
ng any
dresss.
Responsees of the reespondentt for the statement, “I love b
buying fro
om the
latest tren
nds when
n it comess to buyin
ng any dreess.” Can be seen frrom the
table 17 given
g below.
Table 17.. I love bu
uying from the latest trends wh
hen it com es to buyin
ng any
dress.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 6 2.7 2.7 2.7
2
D
Disagree 20 8.9 9.0 11.7
N
Neutral 50 22.3 22.5 34.2
A
Agree 113 50.4 50.9 85.1
S
Strongly Ag
gree 33 14.7 14.9 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r tion of th e statemennt. “I love buying from thee latest
trends wh
hen it com
mes to bu
uying any dress.” caan be seenn from thee Graph
15 given below.
b

I love buying fro m the lates

st trends when
w it com
mes
to
o buying anny dress.

60
50.4
50

40

30 22.3 Percet
20 14.7
8.9
10 2.7

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 14
 152
16. Wea
aring lateest fashioon gives smile
s to my face and boo
ost my
confi
fidence.
Table 18 given belo
ow providdes the ressponses off the respoondents taaken up
for the prresent stu
udy underr consideration, for the stateement, “W
Wearing
latest fash
hion gives smile to m
my face an
nd boost my
m confiddence.”
Table 188. Wearing
g latest faashion givees smile to my facee and boo
ost my
confidencce.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 4 1.8 1.8 1.8
1
D
Disagree 15 6.7 6.8 8.6
8
N
Neutral 46 20.5 20.7 29.3
A
Agree 114 50.9 51.4 80.6
S
Strongly Ag
gree 43 19.2 19.4 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 16
6 given below prrovides th
he graphiic represeentation for
f the
statementt, “Wearin
ng latest fashion gives
g smiile to my face and
d boost
my confid
dence”.

Wearing latest fa
ashion give
es smile to
o my face aand
booost my co
onfidence.

60 50.9
50

40

30 Percet
20.5 19.2
20
6.7
10 1.8
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R
Graph
h 16
 153
17. I usee Social Media
M for buying/reecommen
nding fash
hion apparels.

Responsees of the reespondentt for the statement,

s “I use Soocial Med
dia for
buying/reecommen
nding fash
hion appaarels.” Caan be seenn from th
he table
19 given below.
b
Table 19. I use Social Media for buyin
ng/recommending fashhion apparrels.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 7 3.1 3.2 3.2
3
D
Disagree 20 8.9 9.0 12.2
N
Neutral 48 21.4 21.6 33.8
A
Agree 122 54.5 55.0 88.7
S
Strongly Ag
gree 25 11.2 11.3 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representaation of the stateement “I use Soccial Med

dia for
buying/reecommen
nding fash
hion appaarels” can
n be seen from the Graph
17 given below.
b

I us
se Social M
Media for bu
uying/recommending
g
fashion appparels.

60 54.5

50

40

30 21.4 Percet
20 11.2
8.9
10 3.1

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 17
 154
18. I ofteen buy prroducts th
hat I see on
o these siites.

Table 20 given belo

ow providdes the ressponses off the respoondents taaken up
for the prresent stud
dy under cconsiderattion, for th
he statemeent, “I oftten buy
products that
t I see on
o these sites.”
Table 20.
2 I often b
buy produccts that I see on these ssites.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 3 1.3 1.4 1.4
1
D
Disagree 33 14.7 14.9 16.2
N
Neutral 82 36.6 36.9 53.2
A
Agree 86 38.4 38.7 91.9
S
Strongly Ag
gree 18 8.0 8.1 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 18
8 given below prrovides th
he graphiic represeentation for
f the
statementt, “I often buy prod
ducts thatt I see on these sitees.”

I oftten buy pro

oducts thatt I see on these sites..

38.4
4
40 36.6

3
35
3
30
2
25
2
20 14.7 Percet
1
15
8
1
10
5 1.3

0
Strongly Disagree Neutral Agree Stro
ongly
Disagree Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 18
 155
19. I bellieve on buying braanded clothes.

Responsees of the respondennt for thee statemen

nt, “I bellieve on buying
b
branded clothes.” can be se en from th
he table 21
1 given beelow.
Tab
ble 21. I bellieve on bu
uying brand
ded clothess.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 7 3.1 3.2 3.2
3
D
Disagree 28 12.5 12.6 15.8
N
Neutral 52 23.2 23.4 39.2
A
Agree 98 43.8 44.1 83.3
S
Strongly Ag
gree 37 16.5 16.7 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of thhe statemeent, “I bellieve on b
buying brranded
clothes” can
c be seeen from thhe Graph 19
1 given below.

I believe o
on buying branded clothes.

43.8
4
45
4
40
3
35
3
30
23.2
2
25
16.5 Percet
2
20
12.5
1
15
1
10
3.1
5
0
Strongly Disagree Neutral Agree Stro
ongly
Disagree Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 19
 156
20. I trrust information available on my
m Instaggram/Facebook/
twittter.

Responsees of the respondennt for thee statemen

nt, “I tru
ust inform
mation
availablee on my Instagram
I m/Faceboo
ok/twitterr.” Can bbe seen fro
om the
table 22 given
g below.
Table 22.
2 I trust in
nformation
n available on my Insttagram/Faccebook/ twiitter.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 11 4.9 5.0 5.0
5
D
Disagree 50 22.3 22.5 27.5
N
Neutral 84 37.5 37.8 65.3
A
Agree 62 27.7 27.9 93.2
S
Strongly Ag
gree 15 6.7 6.8 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 20
2 given below prrovides thhe graphiic represeentation for
f the
statementt, “I trust informattion availlable on my
m Instaggram/Facebook/
twitter.”

I trust infformation available on

o my
Instaggram/Facebbook/ twitteer.

37.5
40
35
30
22.3 22.7
25
20 Percet
15
10 6.7
4.9
5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 20
 157
21. Posittive/negattive revieews of any
y product influencce the pu
urchase
of th
hat producct.
Table 23 given belo
ow providdes the ressponses off the respoondents taaken up
for the prresent stu
udy under consideraation, for the statem
ment, “Po
ositive/
negative reviews of any product influencee the pu
urchase of
o that
product.”
”
Table 23.. Positive/n
negative revviews of any product influencee the purch
hase of
that prod
duct.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 1 .4 .5 .5
D
Disagree 9 4.0 4.1 4.5
4
N
Neutral 26 11.6 11.7 16.2
A
Agree 130 58.0 58.6 74.8
S
Strongly Ag
gree 56 25.0 25.2 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of thhe statemeent, “Posiitive/negaative reviews of
any prod
duct influeence the p
purchase of that product” ccan be seeen from
the Graph
h 21. given
n below.

Positive/neggative revie
ews of anyy product
influence
i th
he purchas se of that product.
p

58
60

50

40

30 25
Percet
20 11.6
10 4
0.4
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R
Graph
h 21
 158
22. When I buy a product online, the impact of negative reviews on
the web is greater for fashion related products on my purchasing
decision.

Responses of the respondent for the statement, “When I buy a product

online, the impact of negative reviews on the web is greater for
fashion related products on my purchasing decision.” Can be seen
from the table 24 given below.
Table 24. When I buy a product online, the impact of negative reviews on the
web is greater for fashion related products on my purchasing decision.
Frequency Percent Valid Cumulative
Percent Percent
Valid Strongly Disagree 7 3.1 3.2 3.2
Disagree 15 6.7 6.8 9.9
Neutral 49 21.9 22.1 32.0
Agree 130 58.0 58.6 90.5
Strongly Agree 21 9.4 9.5 100.0
Total 222 100.0 100.0
Total 224 100.0
Source: Personal Survey and Data Analysis of Researcher.

Graph 22 given below provides the graphic representation for the

statement, “When I buy a product online, the impact of negative
reviews on the web is greater for fashion related products on my
purchasing decision.”
 159

Wh hen I buy a product online,

o the impact of
negatiive reviews
s on the we
eb is greate
er for fashiion
rela
ated produccts on my purchasing g decision..

58
60
50
40
30 21.9 Percet
20
9.4
6.7
10 3.1

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 22

23. I thiink fashiion produ

ucts musst be bou
ught onlyy after reading
otherr's review
ws.

Table 25 given belo

ow providdes the ressponses off the respoondents taaken up
for the present stu
udy underr considerration, forr the stateement, “II think
fashion products
p must
m be b
bought only after reeading otther's reviiews.”
Table 25.. I think fa
ashion prod
ducts mustt be bought only afteer reading other's
reviews.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 6 2.7 2.7 2.7
2
D
Disagree 20 8.9 9.0 11.7
N
Neutral 55 24.6 24.8 36.5
A
Agree 108 48.2 48.6 85.1
S
Strongly Ag
gree 33 14.7 14.9 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.
 160
Graphic representat
r tion of thee statemennt, “I thin
nk fashion
n productts must
be bough
ht only after read
ding otherr's review
ws” can bbe seen fro
om the
Graph 23 given bellow.

I think
k fashion prroducts muust be bought only affter
readding other's reviews..

48.2
50
45
40
35
30 24.6
25 Percet
20 14.7
15 8.9
10 2.7
5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 22

24. I frrequently follow faashion related blog

gs.

Responsees of the respondennt for thee statemen

nt, “I freequently follow
fashion related blo
ogs.” Can be seen from
fr the taable 26 givven below
w.
Tablee 26. I frequ
uently folloow fashion related bloogs.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 14 6.3 6.3 6.3
6
D
Disagree 52 23.2 23.4 29.7
N
Neutral 67 29.9 30.2 59.9
A
Agree 68 30.4 30.6 90.5
S
Strongly Ag
gree 21 9.4 9.5 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Figure 24
4 given below prrovides th
he graphiic represeentation for
f the
statementt, “I frequ
uently folllow fashio
on related
d blogs.”
 161

I frequently follow fashion relate

ed blogs.

3
35 30.4
29.9
3
30
23.2
2
25

2
20
Percet
1
15
9.4
1
10 6.3

0
Strongly Disagree Neutral Agree Stro
ongly
Disagree Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 24

25. I alw
ways noticce fashion
n apparel advertiseement on social meedia.

Table 27 given belo

ow providdes the ressponses off the respoondents taaken up
for the prresent study under consideraation, for the statem
ment, “I always
a
notice fasshion app
parel adveertisemen
nt on socia
al media.””
Table 27. I alway
ys notice faashion appa
arel advertisement onn social med
dia.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 6 2.7 2.7 2.7
2
D
Disagree 23 10.3 10.4 13.1
N
Neutral 62 27.7 27.9 41.0
A
Agree 104 46.4 46.8 87.8
S
Strongly Ag
gree 27 12.1 12.2 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representat
r tion of thee statemen
nt can be seen
s from
m the figuree given
below. Grraph 25 given below
w providees the grap
phic repreesentation for the
statementt, “I alwa
ays noticee fashion apparel advertiseement on social
media.”
 162

I alwa
ays notice ffashion apparel advertisement o
on
social media.
m

46.4
50
45
40
35 27.7
30
25 Percet
20
10.3 12.1
15
10 2.7
5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 25

26. I reefer to So
ocial mediia whenevver I wantt to buy aany clothees.

Responsees of the reespondentt for the statement, “I refer tto Social media
wheneverr I want to buy aany clothees.” Can be
b seen frrom the taable 28
given belo
ow.
Table 28. I refeer to Sociall media wh
henever I want to buy any clothes.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 22 9.8 9.9 9.9
9
D
Disagree 32 14.3 14.4 24.3
N
Neutral 62 27.7 27.9 52.3
A
Agree 91 40.6 41.0 93.2
S
Strongly Ag
gree 15 6.7 6.8 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 26
6. given below prrovides thhe graphiic represeentation for
f the
statementt, “I refeer to Soccial media whenev
ver I waant to bu
uy any
clothes.”
 163

I refer to Social m
media wheenever I want to buy aany
clothe
es.

45 40.6
40
35
27.7
30
25
20 Percet
14.3
15 9.8
6.7
10
5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 26

27. Socia
al Sites help
h me in
n making my decission towaards buyin
ng any
fashiion apparrels.

Table 29 given belo

ow providdes the ressponses off the respoondents taaken up
for the present stud
dy under cconsideratiion, for th
he statemennt, “Socia
al Sites
help mee in mak
king my decision
n toward
ds buyinng any fashion
f
apparels..”
Table 29.. Social Siites help m
me in makiing my deecision tow
wards buyin
ng any
fashion ap
pparels.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 12 5.4 5.4 5.4
5
D
Disagree 19 8.5 8.6 14.0
N
Neutral 56 25.0 25.2 39.2
A
Agree 119 53.1 53.6 92.8
S
Strongly Ag
gree 16 7.1 7.2 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.
 164
Graphic representaation of the statem
ment, “Social Sitees help me in
making my
m decisiion towarrds buyin
ng any fa
ashion ap
pparels” can be
seen from
m the figure 28 givenn below.

Social Sites h
help me in making myy decision
towards bu uying any fashion ap
pparels.

60 53.1

50

40

30 25
Percet
20
8.5 7.1
5.4
10

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 27
28. I am
m able to distin
nguish beetween various
v ffashion brands
b
availlable on Social
S Meedia accorrding to my
m prefereence and taste.
Responsess of the reespondent for the sttatement, “I
“ am ablle to distiinguish
between various
v fa
ashion braands availlable on Social
S Med
dia accord
ding to
my preferrence and
d taste.” Can be seen
n from the table 30 ggiven below
w.
Table 30. I am able to distingu
uish betweeen various fashion braands availa
able on
Social Meedia accord
ding to my ppreferencee and taste.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 9 4.0 4.1 4.1
4
D
Disagree 19 8.5 8.6 12.6
N
Neutral 58 25.9 26.1 38.7
A
Agree 118 52.7 53.2 91.9
S
Strongly Ag
gree 18 8.0 8.1 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.
 165
Graph 28
8 given below prrovides th
he graphiic represeentation for
f the
statementt, “I am
m able too disting
guish bettween vaarious fa
ashions
brands available
a on Socia l Media according
g to my preferencce and
taste.”

I am
m able to dis
stinguish be
etween vario
ous fashion
brannds availabl e on Social Media acco
ording to myy
ppreference and
a taste.

60 52.7

50

40
25.9
30 Percet
20
8.5 8
10 4

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 28

29. I can
n quickly
y recall syymbol orr logo of the partiicular fasshion /
cloth
hes that ap
ppeared iin the soccial media
a.

Table 31 given belo

ow providdes the ressponses off the respoondents taaken up
for the present
p study undeer consideeration, for
fo the staatement, “I can
quickly recall
r sym
mbol or loogo of th
he particullar fashioon / clothes that
appeared in the social media..”
 166

Table 31. I can quicckly recall ssymbol or logo of thee particularr fashion / clothes
that appeeared in thee social med
dia.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 5 2.2 2.3 2.3
2
D
Disagree 18 8.0 8.1 10.4
N
Neutral 46 20.5 20.7 31.1
A
Agree 122 54.5 55.0 86.0
S
Strongly Ag
gree 31 13.8 14.0 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representat
r tion of thee statemen
nt, “I can quickly rrecall sym
mbol or
logo of the
t particcular fash
hion / cloothes thatt appeareed in the social
media” can be seen
n from thee Graph 29
9 given beelow.

I can
n quickly reccall symbol or logo of th
he particulaar
fashiion / clothes
s that appea
ared in the social
s mediaa.

60 54.5

50

40

30 Percet
20.5
20 13.8
8
10 2.2

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 29
30. Usin
ng social sites provvides me better understan
u nding abo
out the
partiicular bra
and of thee fashion..
Responsees of the respondeent for thhe statem
ment, “Usiing socia
al sites
provides me betteer understtanding about
a the particulaar brand of the
fashion.”
” can be seeen from thhe table 32 given beelow.
 167

Table 322. Using so ocial sites provides me betterr understan

anding abo
out the
particularr brand of the fashion
n.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 6 2.7 2.7 2.7
2
D
Disagree 13 5.8 5.9 8.6
8
N
Neutral 56 25.0 25.2 33.8
A
Agree 117 52.2 52.7 86.5
S
Strongly Ag
gree 30 13.4 13.5 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 30
0 given below prrovides th
he graphiic represeentation for
f the
statementt, “Using social
s sitees providees me bettter underrstanding
g about
the particcular brand of the fashion”

Using
g social site
es provides me better understandinng
about the pparticular brrand of the fashion.
f

60 52.2

50

40

30 25
Percet
20 13.4
5.8
10 2.7

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 30

31. Does your fa

avorite brrand alwaays fulfill your exp
pectations?

Table 33 given belo

ow providdes the ressponses off the respoondents taaken up
for the prresent stud
dy under consideraation, for the
t questiion, “Doees your
favorite brand
b alw
ways fulfilll your exxpectation
ns?”
 168

Tab
ble 33. Doess your favoorite brand always fulfill your exxpectations?
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 4 1.8 1.8 1.8
1
D
Disagree 24 10.7 10.8 12.6
N
Neutral 56 25.0 25.2 37.8
A
Agree 125 55.8 56.3 94.1
S
Strongly Ag
gree 13 5.8 5.9 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of tthe statem
ment, “Do
oes your favorite brand
always fu
ulfill yourr expectattions?” caan be seen
n from thee Graph 31
1 given
below.

Do
oes your fav
vorite bran
nd always fulfill
f your
expectations?

55.8
60

50

40

30 25
Percet
20 10.7
5.8
10 1.8
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 31

32. I bellieve in some bran

nds that will alwa
ays provid
de me ex
xcellent
featu
ures.

Responsees of the respondeent for thhe statemeent, “I b

believe in
n some
brands th
hat will always
a prrovide me excellen
nt featurees.” can be
b seen
from the table
t 34 giiven below
w.
 169

Table 34. I believee in some brands th

hat will alw
ways provvide me ex
xcellent
features.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 6 2.7 2.7 2.7
2
D
Disagree 8 3.6 3.6 6.3
6
N
Neutral 32 14.3 14.4 20.7
A
Agree 139 62.1 62.6 83.3
S
Strongly Ag
gree 37 16.5 16.7 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 32
2 given below prrovides th
he graphiic represeentation for
f the
statementt, “I belieeve in soome bran
nds that will alwaays proviide me
excellent features.”

I belie
eve in som
me brands that will alwways provid
de
me
e excellentt features.

70 62.1
60
50
40
Percet
30
14.3 16.5
20
10 2.7 3.6

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 32
33. I lov
ve to buy from
f the particula
ar brand that
t is weell establisshed in
the market.
m
Responsees of the reespondentt for the statement,
s “I love tto buy fro
om the
particula
ar brand that
t is weell establiished in the
t markeet.” Can be
b seen
from the table
t 35 giiven below
w.
 170

Table 35. I love to buy

b from th
he particulaar brand th
hat is well eestablished
d in the
market.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 2 .9 .9 .9
D
Disagree 17 7.6 7.7 8.6
8
N
Neutral 53 23.7 23.9 32.4
A
Agree 109 48.7 49.1 81.5
S
Strongly Ag
gree 41 18.3 18.5 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representaation of the statem

ment, “I love to buy from the
particula
ar brand that is w
well establlished in the mark
ket” can be
b seen
from the Graph
G 33 given beloow.

I love to buy from

m the partiicular brand that is w
well
esta
ablished in the markett.

48.7
50
45
40
35
30 23.7
25 18.3 Percet
20
15 7.6
10
5 0.9
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 33
34. Wheen it comees to buyiing any sp
pecific clo
othes or ooutfits I already
a
know
w about which
w speecific bran
nd I want to buy tthat in orrder to
save my time..
Responsees of the respondennt for the statemeent, “Wheen it com
mes to
buying any
a speciffic clothees or outffits I alreeady knoow about which
 171
specific brand
b I want
w to bu
uy that in
n order to save myy time.” Can be
seen from
m the table 36 given below.
Table 36.. When it comes to b buying anyy specific clothes
c or outfits I already
a
know aboout which specific braand I want to
t buy thatt in order too save my time.
t
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 6 2.7 2.7 2.7
2
D
Disagree 18 8.0 8.1 10.8
N
Neutral 41 18.3 18.5 29.3
A
Agree 117 52.2 52.7 82.0
S
Strongly Ag
gree 40 17.9 18.0 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 34
4 given below prrovides th
he graphiic represeentation for
f the
statementt “When it
i comes to buying
g any speecific clotthes or ou
utfits I
already know
k about which specific brand
b I want
w to bu
uy that in
n order
to save my
m time.”

When iti comes to buying any specific clo

othes or outtfits
I alre
eady know aabout which specific braand I want tto
buy tha
at in order to
o save my time.

60 52.2

50

40

30 Percet
18.3 17.9
20
8
10 2.7

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 34
 172
35. I gott good vallue for mooney when I buy frrom this sspecific brrand.

Table 37 given belo

ow providdes the ressponses off the respoondents taaken up
for the prresent stud
dy under cconsiderattion, for th
he statemeent, “I go
ot good
value for money when
w I buyy from th
his specificc brand.””
Table 37. I got good value for m
money wheen I buy fro
om this speecific brand
d.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 5 2.2 2.3 2.3
2
D
Disagree 17 7.6 7.7 9.9
9
N
Neutral 49 21.9 22.1 32.0
A
Agree 116 51.8 52.3 84.2
S
Strongly Ag
gree 35 15.6 15.8 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of thhe statemeent, “I go
ot good vaalue for money
when I buy
b from this speccific brand.” can be seen froom the Grraph 35
given belo
ow.

I got good value

e for moneey when I buy from th
his
specific brand.
b

60 51.8
50

40

30 21.9 Percet
15.6
20
7.6
10 2.2

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 35
 173
36. I usu
ually use this
t produ
uct/brand
d as my fiirst choicee in comp
parison
with the otherr productt/brand.
Responsees of the respondeent for thhe statemeent, “I u
usually usse this
product/b
brand ass my firsst choice in comparison w
with the other
product/b
brand.” can
c be seenn from thee table 38 given beloow.
Table 38.. I usually use this p
product/braand as my first choicce in comp
parison
with the other
o produuct/brand.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 5 2.2 2.3 2.3
2
D
Disagree 15 6.7 6.8 9.0
9
N
Neutral 55 24.6 24.8 33.8
A
Agree 117 52.2 52.7 86.5
S
Strongly Ag
gree 30 13.4 13.5 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 36
6 given below prrovides th
he graphiic represeentation for
f the
statementt, “I usua
ally use tthis prod
duct/brand as my first cho
oice in
comparisson with the
t other product/b
brand.”

I usually use this

s product/b
brand as my
m first cho
oice
in comparison
c n with the other product/brand.

60 52.2

50

40

30 24.6
Percet
20 13.4
6.7
10 2.2

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 36
 174
37. I wo
ould recom
mmend th
his produ
uct/brand to otherss through
h social
mediia.
Table 39 given belo
ow providdes the ressponses off the respoondents taaken up
for the prresent stu
udy under consideraation, for the stateement, “I would
recommeend this product/brrand to otthers thro
ough sociaal media.”
Table 39.. I would recommen
nd this pro
oduct/brand to otherrs through
h social
media.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 6 2.7 2.7 2.7
2
D
Disagree 23 10.3 10.4 13.1
N
Neutral 68 30.4 30.6 43.7
A
Agree 99 44.2 44.6 88.3
S
Strongly Ag
gree 26 11.6 11.7 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of tthe statem
ment, “I would reecommen
nd this
product/b
brand to others th
hrough so
ocial med
dia” can bbe seen from the
Graph 37 given bellow.

I wou
uld recommmend this product/bra
p and to otheers
thrrough sociial media.
44.2
45
40
35 30.4
30
25
20 Percet
10.3 11.6
15
10
2.7
5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 37
 175
38. Wheen it comees to fash
hion I am very loya
al to somee of the specific
s
bran
nds.
Responsees of the respondennt for the statemeent, “Wheen it com
mes to
fashion I am very
y loyal to some of the speciific brand
ds.” can be
b seen
from the table
t 40 giiven below
w.
Table 40.. When it comes to ffashion I am
a very lo
oyal to som
me of the specific
s
brands.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 5 2.2 2.3 2.3
2
D
Disagree 20 8.9 9.0 11.3
N
Neutral 63 28.1 28.4 39.6
A
Agree 101 45.1 45.5 85.1
S
Strongly Ag
gree 33 14.7 14.9 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Figure 38 given below prrovides th

he graphiic represeentation for
f the
statementt “When it
i comes to fashion I am very
v loyall to some of the
specific brands.”
b

When it comes tto fashion I am very loyal to som

me
of the specifiic brands.

50 45.1
45
40
35 28.1
30
25 Percet
20 14.7
15 8.9
10
2.2
5
0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 38
 176
39. I rea
ally liked the
t clothees I bough
ht from so
ocial netw
working sites.

Table 41 given belo

ow providdes the ressponses off the respoondents taaken up
for the prresent stu
udy underr considerration, forr the stateement, “I really
liked the clothes I bought frrom socia
al network
king sites .”
Table 41. I really lik
ked the clotthes I bought from soccial networrking sites.
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 3 1.3 1.4 1.4
1
D
Disagree 34 15.2 15.3 16.7
N
Neutral 79 35.3 35.6 52.3
A
Agree 83 37.1 37.4 89.6
S
Strongly Ag
gree 23 10.3 10.4 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graphic representa
r ation of thhe statement, “I reeally likeed the clo
othes I
bought frrom socia
al networrking sites.” can bee seen froom the Grraph 39
given belo
ow.

I really liked t he clothes I bought from sociall

networkingg sites.

37.1
40 35.3
35
30
25
20 15.2 Percet
15 10.3
10
5 1.3

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 39
 177
40. I lik
ked the way fashioon industrry launch
h their prroduct ch
hain or
desig
gn throug
gh social m
media cha
annels.
Responsees of the reespondentt for the sttatement, “I liked tthe way fashion
f
industry launch th
heir prod
duct chain
n or desig
gn througgh social media
channels..” can be seen
s from
m the table 42 given below.
Table 42. I liked thee way fashioon industry
y launch th
heir producct chain or design
through social
s media channels..
F
Frequency Percent Validd Cumulative
Percennt Perrcent
Valid S
Strongly Disagree 8 3.6 3.6 3.6
3
D
Disagree 14 6.3 6.3 9.9
9
N
Neutral 52 23.2 23.4 33.3
A
Agree 123 54.9 55.4 88.7
S
Strongly Ag
gree 25 11.2 11.3 10
00.0
Total 222 100.0 100.00
Total 224 100.0
Source: Personal
P Surrvey and Daata Analysiss of Researccher.

Graph 40 given below show

ws the grapphic representation of the staatement
“I liked the way fashion industryy launch their prooduct chain or
design th
hrough soccial mediaa channells.”

I liked
d the way fa
ashion indus
stry launch their producct
cha
ain or desig
gn through social
s media
a channels.

60 54.9

50

40

30 23.2 Percet
20 11.2
6.3
10 3.6

0
Strongly
y Disagree Neutral Agree Stro
ongly
Disagree
e Aggree

Sou
urce: Perso
onal Survey and Data Analysis
A of Researcher
R

Graph
h 40
 178

Inferences from the Data

By looking into the charts we can derive the following conclusions—

Out of total 222 respondents 49.5% are male and 50.5% are female that
means data contains almost consistent information from both male and
female respondents.

Most of the respondents in the data are between 20-30 years of age i.e.
56.3% then 30 to 40 years i.e. 33.8% means data is majorly captured the
views of the adults between 21 to 40 years of age.

Since data has more respondents between 20 to 40 years of age due to

that nearly 44% of the data is submitted by employed and students.

Also it has been observed that out of the total 222 respondents 40% are
having neutral towards E-Word of Mouth message to influence others
opinion however, 33% are still agree that E-WOM influenced the buyer
opinion.

Also around 53% of individual’s feedback/reviews regarding product on

using social media impact on brand equity of the product.

Also it has been observed that most of the respondents agree that social
media helps them to acquire information regarding latest trends and
ultimately impact the brand equity for the product.

From the case processing summary it is clear that total of 222 sample size
is used in the Reliability test i.e. 222 people are included in the analysis

Cronbach’s Alpha of 0.843 represents that 84% of the variability in the

composite score by combining the 6 items to our analysis.

The above composite score of 84% indicate that there is 84% of variance
in the score is true score variance or the reliable variance.
 179

Multiple Regression Analysis–MLR

Multiple Linear Regression is been applied on the data for doing analysis
by the researcher to evaluate social media impact on brand equity of the
product in Fashion industry. Also reason for applying MLR model is to
check for the significance of the factors affecting the brand equity of the
product and eventually leads to validate our hypothesis. Multiple linear
regressions is given as—
Y = a + b1X1 + b2X2 + b3X3 + b4X4 + e
Where,
Y = Brand Equity
a = Constant
b1, b2, b3, b4 = Regression coefficient of variables
X1, X2, X3, X4 = factors includes Trendiness, EWOM, Trust, Content-
Sharing, In-formativeness, Purchasing Decision
e = error

Relationship between Parameters

In order to apply MLR model on the data with the given set of
independent and dependent factors, first trying to check for the
relationship between the independent and dependent factors.

Pearson’s Correlation Analysis

Variables/ Factors Correlation Interpretation Significant

Coefficient, r
Trendiness 0.666709 Strong positive correlation Significant
EWOM 0.497140 Weak positive correlation Significant
Trust 0.730964 Strong positive correlation Significant
Content Sharing 0.729540 Strong positive correlation Significant
Purchasing Decision 0.481362 Weak positive correlation Significant
In-formativeness 0.456489 Weak positive correlation Significant
 180

Inferences

1. The sample of 222 is taken into consideration for calculating the

relationship between the dependent and independent variables.
2. By looking in the above figure it is been observed that the out of the
five independent variables trust and content sharing is having
significant high positive correlation of around ~72% with the
dependent variable social media.
3. Means if their crease in the value of trust or content sharing it will
directly increase the brand equity by 72%.
4. Variables like EWOM, in-formativeness and purchasing decision are
having significant weak positive correlation with the dependent
variable.
5. All the independent variable the making significant positive impact
in the prediction of dependent variable.

Multiple Linear Regression Model

Applying multiple linear regression model on the identified factors for the
test of significance of the variables to the target variable.
Coefficientsa
Model Unstandardized Standardized t Sig
Coefficients Coefficients
B Std. Error Beta

1. (Constant) .563 .206 2.740 .007

Trendiness .081 .047 .101 1.720 .009
EWOM .077 .045 .091 1.701 .090
In.formativeness .103 .046 .112 2.213 .028
Trust .452 .087 .423 5.192 .000
Content Sharing .134 .043 .197 3.127 .002
Purchasing Decision .014 .053 .015 .255 .799
a. Dependent Variable : Brand_Equity.
 181

Inferences

6. Variable trendiness has the significant impact upon the dependent

variable brand equity by the value of 0.081 means with the increase
of the trendiness by 1 unit it will significantly increase the value of
brand equity by 0.081 units.

7. Also, trust is also having the significant impact upon the brand
equity of the products in the fashion industry by 0.452 units.

8. Variables like purchasing decision, EWOM, in-formativeness are not

significant to the variable brand equity based upon the research and
available data sample.

9. People trust towards the social media is making more impact in

building brand equity as they tried to do more analysis by sharing the
contents in the form of a blog or reviews towards the product.

10. Latest trending clothes or fashion articles are playing the vital role in
building the brand equity of the products in fashion industry as
people are mostly care about the latest fashion trends and use the
social media information to convert into purchasing.

Hypothesis Testing

Hypothesis testing is performed finally to validate the objective of our

research that social media has significant impact upon consumer buying
decisions. This will be done by testing our Hypothesis defined above to
check how the defined factors are having any significant value towards
our target variable consumer buying decision. The below table is showing
the results of the analysis generated using SPSS. Table shows the set of
defined test cases and the level of significance value calculated by
applying multiple linear regression model.
 182

Hypotheses Data Analysis Method Results

H1 : Trust has significant impact on Multiple Regression Significant

building brand equity Analysis (p = .000 < 0.05)

H2 : Trendiness has significant impact Multiple Regression Significant

on building brand equity Analysis (p = 0.009< 0.05)

H3 : EWOM has significant impact on Multiple Regression Not Significant

building brand equity Analysis (p = .090 > 0.05)

H4 : Content Sharing has significant Multiple Regression Significant

impact on building brand equity Analysis (p = 0.002< 0.05)

H5 : Purchasing Decision has significant Multiple Regression Not Significant

impact on building brand equity Analysis (p = 0.79 > 0.05)

Inferences

H1: Trendiness shows positive relation towards building brand

equity.
As shown in table above the p-value for trendiness variable is 0.009,
lesser than 0.05, means trendiness has statistically significant impact
on building brand equity for the fashion products in fashion industry.
So, we to reject the null hypothesis and accept the alternate
hypothesis.
H2: EWOM has not significant impact on building brand equity.
As shown in the table above the p-value for ewom variable is 0.090,
which is more than 0.05, means ewom has statistically significant
impact on building brand equity for the fashion products in fashion
industry. So, it is evident to accept the null hypothesis and reject
alternate hypothesis.
H3: Informativeness has significant impact on building brand equity.
As shown in the table above the p-value for informativeness variable
is 0.028, which is less than 0.05, means informativeness has
statistically significant impact on building brand equity for the
 183
fashion products in fashion industry. So, it is evident to accept the
reject hypothesis and accept alternate hypothesis.
H4: Trust shows positive relation towards building brand equity.
As shown in the table above the p-value for trust variable is 0.000,
lesser than p-value of 0.05, means trust has statistically significant
impact on building brand equity for the fashion products in fashion
industry. So, it is evident to reject the null hypothesis and accept
alternate hypothesis.
H5: Content Sharing has positive impact on building brand equity.
As shown in the table above the p-value for perceived value variable
is 0.002, which is lesser than 0.05, means that the content sharing
does have any statistically significant impact on building brand
equity for the fashion products in fashion industry, so, we reject the
null hypothesis and accept the alternate hypothesis.
H6: Purchasing Decision has not significant impact on building
brand equity.
As shown in the table above the p-value for purchasing decision
variable is 0.79, which is greater than 0.05, means that the
purchasing decision does not have any statistically significant impact
on building brand equity for the fashion products in fashion industry,
so, we accept the null hypothesis and reject the alternate hypothesis.
 Chapter-6

Recommendations &
Conclusion
6.1 Recommendations
6.2 Conclusion
6.3 Limitations
6.4 Future Research and Recommendations
Chapter-6
Recommendations & Conclusions
6.1 Recommendations
Social media has transformed the way businesses approach brand
awareness. It serves as a powerful tool for building and strengthening
brand recognition. The impact of social media on brand awareness can be
broken down into several key areas. Social media platforms like
Facebook, Instagram, and Twitter have billions of users worldwide. This
global presence allows brands to connect with audiences on a massive
scale, transcending geographical boundaries and increasing brand
visibility internationally. Visual content reigns supreme on social media.
Brands can leverage this by sharing captivating images and videos that
resonate with their target audience. This visual storytelling helps create a
strong and memorable brand identity that consumers can easily recognize
and remember. Social media enables two-way communication. Brands
can engage with their followers through comments, likes, and direct
messages. This interaction fosters a sense of community and personal
connection, making consumers more likely to remember and engage with
the brand.

Collaborating with social media influencers provides an avenue for

brands to reach a wider and more targeted audience. Influencers can
authentically promote products and services, lending credibility and
increasing brand awareness within their followers. Social media
encourages users to create and share content related to brands. When
customers share their positive experiences and content featuring the
brand's products, it acts as social proof, bolstering brand awareness and
trust.
 185
Brands often create branded hash-tags to encourage user participation.
Successful hash-tag campaigns can go viral, drawing significant attention
to the brand and its products, thereby elevating brand awareness. Social
media platforms offer robust analytics tools that allow brands to measure
the performance of their campaigns. This data helps in refining strategies
and optimizing efforts to enhance brand awareness continually.

In sum, social media's impact on brand awareness is profound and far-

reaching. Its global reach, focus on visual storytelling, ability to foster
engagement, influencer collaborations, user-generated content, and data-
driven insights make it an indispensable asset for building and
maintaining brand recognition in the digital age. Brands that effectively
harness the potential of social media can significantly enhance their
visibility and brand awareness, ultimately leading to greater success in
the marketplace.

Recommendations for Enhancing the Impact of Social Media

Marketing on Brand Awareness in Fashion Industry

Enhancing the impact of social media marketing on brand awareness in

the fashion industry requires a strategic and creative approach. Here are
some recommendations to maximize the effectiveness of your social
media marketing efforts:

Define Your Brand’s Unique Identity—Clearly define your brand's

unique identity, values, and mission. This will help you communicate a
consistent and compelling brand story on social media.

Understand Your Audience—Conduct in-depth audience research to

understand the demographics, preferences, and behaviours of your target
audience. Tailor your content to their interests.
 186
Leverage Visual Content—Visual content is central to the fashion
industry. Invest in high-quality, eye-catching visuals, including photos,
videos, and info-graphics, to showcase your products and brand aesthetic.

Consistency is Key—Maintain a consistent posting schedule and brand

identity across all social media platforms. Consistency helps reinforce
brand awareness and recognition.

Engagement and Interaction—Engage with your audience by

responding to comments, messages, and mentions promptly. Encourage
user-generated content and create a sense of community.

Influencer Partnerships—Collaborate with fashion influencers and

bloggers who align with your brand. Influencers can help extend your
reach and lend credibility to your brand.

User-Generated Content—Encourage customers to share their

experiences with your products by creating branded hash-tags and
running user-generated content campaigns. Repost user content on your
own channels.

Educational Content—Provide valuable content that educates and

informs your audience. This can include fashion tips, style guides, and
behind-the-scenes insights into your brand.

Social Commerce—Make use of the e-commerce features on social

media platforms to facilitate direct shopping from your social posts. This
reduces friction in the purchase process.

Live Streaming and Stories—Use live streaming and stories for real-
time engagement. Host live events, Q&A sessions, and exclusive product
launches to create excitement and urgency.
 187
Create Viral Content—Develop content that has the potential to go
viral. Participate in or start relevant challenges and trends to gain
visibility and reach a wider audience.
Data-Driven Decision Making—Utilize social media analytics to
measure the performance of your campaigns. Adjust your strategy based
on data insights to continually improve your efforts.
Paid Advertising—Incorporate paid advertising into your social media
strategy. Social media platforms offer precise targeting options, which
can help you reach the right audience.
Storytelling and Emotion—Craft compelling brand stories and content
that evoke emotions and connect with your audience on a personal level.
Crisis Preparedness—Develop a crisis management plan to handle
negative situations promptly and professionally, minimizing damage to
brand reputation.
Stay Current with Trends—Keep an eye on emerging social media
trends and platform updates. Being at the forefront of these trends can
give your brand a competitive advantage.
Cross-Promote and Collaborate—Collaborate with other fashion
brands or complementary businesses for cross-promotion. Joint
campaigns can expand your reach.
Measure and Adjust—Continuously measure the impact of your social
media marketing efforts on brand awareness. Use these insights to refine
your strategy.
By implementing these recommendations, fashion brands can harness the
full potential of social media marketing to enhance brand awareness and
strengthen their position in the industry. It's an ever-evolving landscape,
so staying agile and adaptive is key to long-term success.
 188

Impact of Social Media on Consumers Brand Awareness in

India
The impact of social media on brand awareness in India is significant and
continues to evolve rapidly as more and more Indians are joining social
media platforms. Here are several key aspects of this impact:
Widespread Reach: India boasts one of the world’s largest populations,
and a considerable portion of this population is active on social media
platforms like Facebook, Instagram, Twitter, and LinkedIn. This
extensive user base allows brands to reach a broad and diverse audience,
enhancing brand visibility and awareness.
Cultural Relevance—Social media platforms are particularly effective in
a culturally diverse country like India. Brands can tailor their content to
resonate with the diverse cultures, languages, and traditions across the
nation, thereby making their messages more relatable and memorable to
different demographic segments.
Visual Storytelling—Visual content is a central component of social
media. Brands can use images, videos, and graphics to tell their stories
and showcase their products or services. This approach resonates with
Indian consumers, as it aligns with the nation's fondness for rich visuals
and multimedia content.
Engagement and Interaction—Social media enables two-way
communication, providing an opportunity for brands to engage directly
with Indian consumers. By responding to comments, queries, and
feedback, brands can build a stronger and more personal connection with
their audience, enhancing brand awareness and trust.
Influencer Marketing: India has seen a surge in influencer marketing.
Social media influencers, including You-Tubers, Instagrammers, and
 189
bloggers, have a significant following. Collaborating with these
influencers can help brands tap into a more targeted audience and gain
credibility, thus boosting brand awareness.

User-Generated Content—Indian consumers actively share their

experiences and create content related to brands. When users share their
positive experiences and product interactions, it acts as social proof,
significantly contributing to brand awareness.

Hashtag Campaigns—Branded hash-tag campaigns encourage user

participation and can go viral. This viral effect can draw substantial
attention to the brand and its products among Indian consumers, thereby
enhancing brand awareness.

Localization—Brands are increasingly localizing their social media

strategies to cater to regional preferences, languages, and cultures within
India. This approach resonates more effectively with consumers and
strengthens brand awareness.

Data-Driven Insights—Social media platforms offer analytics tools,

providing brands with valuable insights into the performance of their
campaigns. This data helps in refining strategies, identifying trends, and
optimizing efforts to enhance brand awareness continually.

In conclusion, social media has a profound impact on brand awareness in

India. The widespread use of social media, cultural relevance, visual
storytelling, engagement opportunities, influencer marketing, user-
generated content, hash-tag campaigns, localization, and data-driven
insights collectively contribute to the increasing recognition and success
of brands across India. Brands that navigate the complexities and
diversity of the Indian market effectively through social media can
 190
significantly bolster their brand awareness in this dynamic and rapidly
growing country.

Recommendations for Enhancing the Brand Awareness of

Indian Customers through Social Media

Enhancing brand awareness among Indian customers through social

media requires a well-planned strategy tailored to the diverse and
dynamic Indian market. Here are some recommendations for achieving
this goal—

Understand Your Audience—Conduct in-depth research to understand

the preferences, behaviours, and demographics of your target audience in
India.

Recognize the cultural diversity and linguistic variations within India, and
tailor your content accordingly to resonate with different regions.

Create Engaging Content—Develop visually appealing and shareable

content, such as images, videos, and info-graphics, that align with Indian
cultural values and customs.

Share stories and narratives that evoke emotions and connect with Indian
consumers on a personal level.

Leverage Influencer Marketing—Collaborate with popular Indian

social media influencers who can authentically endorse your brand and
products.

Choose influencers whose followers align with your target audience to

maximize impact.

Localize Your Approach—Customize your social media content to cater

to regional preferences, languages, and cultural nuances.
 191
Consider creating separate social media profiles or content streams for
different regions in India.

Interactive Engagement—Encourage active participation by hosting

contests, polls, and quizzes that involve and engage your audience.

Respond to comments, questions, and feedback promptly to foster a sense

of community and build trust.

Utilize Hash-tags Effectively—Create branded and relevant hash-tags

that encourage user participation and engagement.

Monitor and participate in trending hash-tags in India to tap into popular

conversations.

User-Generated Content—Encourage your customers to share their

experiences and content related to your brand or products. Feature user-
generated content on your social media platforms to build trust and
authenticity.

Consistent Posting Schedule—Maintain a consistent posting schedule to

keep your brand active and top-of-mind for Indian customers.

Utilize social media management tools to automate posts and schedule

them at optimal times for maximum visibility.

Data-Driven Decision-Making—Regularly analyse social media metrics

and insights to track the performance of your campaigns.

Adjust your strategy based on data to continuously optimize your efforts

and maximize brand awareness.

Paid Advertising—Use social media advertising, such as Facebook Ads,

Instagram Ads, and LinkedIn Ads, to target specific demographics and
interests among Indian consumers.
 192
Allocate a portion of your marketing budget to paid social media
campaigns to amplify your brand's reach.

Collaborate with Local Events and Festivals—Take advantage of

Indian festivals and events to create special social media campaigns and
offers.

These occasions provide excellent opportunities to connect with your

audience and showcase your brand's cultural sensitivity.

Storytelling and Brand Values—Share your brand's values, social

initiatives, and contributions to the community through compelling
storytelling.

Demonstrating corporate social responsibility can resonate positively

with Indian consumers.

By implementing these recommendations, brands can effectively enhance

their awareness among Indian customers through social media and
connect with this diverse and vibrant market. Flexibility and adaptability
are key as you continue to refine your strategy based on feedback and
changing trends within the Indian social media landscape.

We can conclude from our research that that social media marketing play
the vital role for the retail companies. Which can be advisable to the
marketing managers of retail organizations to use social media as part of
their marketing activities. Social media can leads the increase the sales
margins of the companies by providing the platform to interact directly to
the consumers through online media, blogs, chats, etc. which can
ultimately define paths to build brand image. According to Eze and Bello
(2016), the Engel, Kollet, Blackwell (EKB) model defines this because it
helps in the implication by which social media comes with an active role,
 193
it gives the customer with 42 relevant searches that is quite enough which
enables people to do the purchase function.

6.2 Conclusions
Social media marketing has had a profound impact on brand awareness
within the fashion industry. It has become a pivotal channel for fashion
brands to connect with their audience, build brand awareness, and
promote their products. Social media platforms have a vast global user
base. Fashion brands can reach a diverse and widespread audience,
increasing their brand exposure on a global scale. Visual content is a
cornerstone of social media, making it ideal for fashion brands. They can
showcase their collections, runway shows, and behind-the-scenes content,
allowing consumers to visually connect with the brand's style and
aesthetics.

Furthermore the social media fosters two-way communication. Fashion

brands can engage with their followers, respond to comments, and
participate in conversations. This interaction enhances brand awareness
by creating a sense of community and personal connection. Many fashion
brands collaborate with social media influencers to reach a wider and
more targeted audience. Influencers can authentically promote the brand
and its products, further increasing brand awareness.

Social media platforms enable user-generated content, where customers

share their experiences and photos wearing the brand's products. This
user-generated content acts as social proof and can significantly boost
brand awareness. Fashion brands often create branded hashtags that
encourage user participation. These campaigns can go viral, drawing
attention to the brand and its products. Live streaming and stories on
platforms like Instagram and Facebook provide a real-time connection
 194
with the audience. Fashion brands can use these features for product
launches, fashion shows, and Q&A sessions, increasing brand awareness.

Social media platforms increasingly integrate e-commerce features,

allowing fashion brands to showcase and sell their products directly. This
seamless integration enhances brand exposure and can drive sales. Social
media platforms offer sophisticated targeting options, allowing fashion
brands to reach specific demographics and interests. Targeted advertising
can boost brand awareness among relevant audiences. Moreover, the
social media provides brands with data and analytics to track the
performance of their campaigns. This allows brands to refine their
strategies and improve brand awareness efforts over time. it also provides
for assistance of the fashion industry which thrives on trends and virality,
and social media is an ideal platform for creating and capitalizing on
these trends. Viral challenges and trends can propel a brand to the
forefront of consumer consciousness.

Social media also plays a role in managing and mitigating crises.

Effective crisis management can protect brand reputation and, in turn,
brand awareness. In the fashion industry, where aesthetics, trends, and
image are paramount, social media marketing is a powerful tool for
increasing brand awareness. It enables brands to showcase their
creativity, connect with their audience, and drive consumer engagement.
As social media platforms continue to evolve and offer new features,
fashion brands will continue to adapt their strategies to maintain and
grow their brand awareness.

Brief Description of Chapters

Chapter 1 delineated on the introduction of the topic pertaining to the

impact of social media on brand awareness of consumers. It further
 195
provided the history and current trends in social media; social media
platforms, detailed understanding of social media; social media
marketing; evolution of social media; definitions and other important
details pertaining to the social media and its impact on brand awareness.

Chapter 2 described about the different types of literature review

available on the topic of social media and its impact on brand awareness
under the head of literature review.

Chapter 3 provided for research methodology which dealt with the

aspects of different types of data, data collection tools, data processing
and analysis of data along with research design and sampling of data.

Chapter 4 dealt in brief the analysis and results of the study which
basically attempted to study the impact of social media on brand
awareness of companies though customer loyalty and customer
purchasing behaviour under the impact of social media.

Chapter 5 is the most important chapter which dealt with the analysis of
data that was collected by the researcher through a well-designed
questionnaire that was sent to 250 respondents and 222 responses were
received. The chapter provides for demographic details and MLR analysis
and draws inferences on the basis of analysis.

Chapter 6 deals with the recommendations of the study which provides

for different methods and techniques to use social media for one’s own
advantage to do marketing through customers and lead to creation of
robust brand image due to brand awareness among customers.

Chapter 7 presents summary and conclusions of the study.

1. Analysis provided that maximum number of the respondents

belonged to the age group of 20 to 30 years.
 196
2. It was concluded from the analysis that maximum number of
respondents belonged to the student category or was employed in
some company.

3. It could be seen that maximum number of respondents used social

media.

4. Analysis shows that maximum of the respondents agreed that they

searched online for others comments when they buy fashion
products.

5. It was observed that maximum number of respondents agreed with

the statements that they liked to send E word of mouth to influence
others.

6. Analysis also showed that people like to share their feedback on

social media.

7. It could be seen that people agreed that they were influenced by the
advertisements and brand endorsements.

8. Analysis showed that reviews and ratings influence buying

decisions.

9. Data analysis further showed that respondents believed that social

media helps in acquiring information about fashion trends.

10. Research showed that people agreed that they can easily find the
latest updates about their fashion choices on social media.

11. Analysis showed that social media helps in providing better

information about the product.

12. It was also observed that people agreed that they follow the latest
fashion trends from social media.
 197
13. Analysis showed that the number of valid cases for the survey. In
total there were 222 respondents out of 250 respondents who
provided their responses for the present study. There were no
missing values for these 222 respondents.

14. Among the 222 respondents, gender distribution is nearly equal, with
49.5% being male and 50.5% female, indicating a balanced
representation of both genders in the data.

15. The age groups of respondents surveyed for present study have
been given. There was 1 respondent in the age group of less than
20. There were 125 who belonged to the age group of 20 – 30
years. 75 belonged to the age group of 30-40 years of age. And 21
were from the age of above 40. Analysis provided that maximum
number of the respondents belonged to the age group of 20 to 30
years.

16. The majority of respondents fall within the 20-30 age group,
comprising 56.3%, closely followed by the 30-40 age group at
33.8%. This suggests that the data predominantly captures the
perspectives of adults aged 21 to 40.

17. Given the prevalence of respondents between 20 and 40 years of age,

approximately 44% of the data originates from employed individuals
and students.

18. It was concluded from the analysis that maximum number of

respondents belonged to the student category or was employed in
some company.

19. Analysis provided that maximum number of the respondents

belonged to the age group of 20 to 30 years.
 198
20. It was concluded from the analysis that maximum number of
respondents belonged to the student category or was employed in
some company.

21. It could be seen that maximum number of respondents used social

media.

22. Analysis shows that maximum of the respondents agreed that they
searched online for others comments when they buy fashion
products.

23. It was observed that maximum number of respondents agreed with

the statements that they liked to send E word of mouth to influence
others.

24. Analysis also showed that people like to share their feedback on
social media.

25. It could be seen that people agreed that they were influenced by the
advertisements and brand endorsements.

26. Analysis showed that reviews and ratings influence buying

decisions.

27. Data analysis further showed that respondents believed that social
media helps in acquiring information about fashion trends.

28. Research showed that people agreed that they can easily find the
latest updates about their fashion choices on social media.

29. Analysis showed that social media helps in providing better

information about the product.

30. It was also observed that people agreed that they follow the latest
fashion trends from social media.
 199
31. Furthermore, the data reveals that among the 222 respondents, 40%
maintain a neutral stance concerning the impact of Electronic Word
of Mouth (E-WOM) messages on others' opinions, while 33% firmly
agree that E-WOM influences buyer opinions.

32. Approximately 53% of respondents believe that sharing individual

feedback and reviews about products through social media has a
tangible impact on the brand equity of those products.

33. Lastly, it is worth noting that most respondents concur that social
media serves as a valuable source of information on the latest trends
and has a consequential effect on the brand equity of products.

34. The analysis of the MLR provided that the trendiness had the score
of 0.666709 which provided that it had a strong positive correlation
and the value was significant.

35. EWOM has the value of 0.497140 which showed a weak positive
correlation. However, the value was significant.

36. Trust accounted for a value of 0.730964 which provided for strong
positive correlation and value was significant.

37. Content Sharing had a value of 0.729540 which had a strong positive
correlation which significant.

38. Purchasing Decision stood for a value of 0.481362 which provided

for a weak positive correlation and the value was significant.

39. In-formativeness provided for a value of 0.456489 that showed a

weak positive correlation and the value was significant.

40. It was also observed that out of the five independent variables trust
and content sharing is having significant high positive correlation of
around ~72% with the dependent variable social media. Means if
 200
there is increase in the value of trust or content sharing it will
directly increase the brand equity by 72%.

41. Variables like EWOM, informativeness and purchasing decision are

having significant weak positive correlation with the dependent
variable.

42. All the independent variable had significant positive impact in the
prediction of dependent variable.

43. Variable trendiness has the significant impact upon the dependent
variable brand equity by the value of 0.081 means with the increase
of the trendiness by 1 unit it will significantly increase the value of
brand equity by 0.081 units.

44. Also, trust is also having the significant impact upon the brand
equity of the products in the fashion industry by 0.452 units.

45. Variables like purchasing decision, ewom, in-formativeness are not

significant to the variable brand equity based upon the research and
available data sample.

46. People trust towards the social media is making more impact in
building brand equity as they tried to do more analysis by sharing the
contents in the form of a blog or reviews towards the product.

47. Latest trending clothes or fashion articles are playing the vital role in
building the brand equity of the products in fashion industry as
people are mostly care about the latest fashion trends and use the
social media information to convert into purchasing.

48. The examination of hypothesis one (H1) revealed that trust indeed
plays a substantial role in shaping brand equity. In support of this,
 201
the Multiple Regression Analysis indicated that the value was
statistically significant (p = 0.000 < 0.05).

49. The examination of hypothesis two (H2) revealed that the influence
of trendiness on brand equity is statistically significant based on the
Multiple Regression Analysis (p = 0.009 < 0.05).

50. The examination of hypothesis three (H3) revealed that the effect of
Electronic Word of Mouth (EWOM) on brand equity is not
statistically significant according to the Multiple Regression
Analysis (p = 0.090 > 0.05).

51. The p-value for the trust variable is 0.000, which is less than 0.05.
This indicates that trust has a statistically significant impact on
building brand equity in the fashion industry for fashion products.
Therefore, we reject the null hypothesis and accept the alternative
hypothesis.

52. The p-value for the trendiness variable is 0.009, which is also less
than 0.05. This suggests that trendiness has a statistically significant
impact on building brand equity for fashion products in the fashion
industry. Consequently, we reject the null hypothesis and accept the
alternative hypothesis.

53. In contrast, the p-value for the EWOM variable is 0.090, exceeding
the 0.05 threshold. This implies that Electronic Word of Mouth
(EWOM) does not have a statistically significant impact on building
brand equity for fashion products in the fashion industry.

54. The p-value for the perceived value variable is 0.002, less than 0.05.
This indicates that content sharing does indeed have a statistically
significant impact on building brand equity for fashion products in
 202
the fashion industry. As such, we reject the null hypothesis and
accept the alternative hypothesis.

55. Conversely, the p-value for the purchasing decision variable is 0.79,
which is greater than 0.05. This suggests that the purchasing decision
does not possess a statistically significant impact on building brand
equity for fashion products in the fashion industry. Thus, we accept
the null hypothesis and reject the alternative hypothesis.

The analysis results underscore the significant and multifaceted impact of

social media on brand awareness. Social media platforms have ushered in
a transformative era in which brands can establish connections with their
target audience and augment their visibility. With their vast and diverse
global user base, these platforms provide brands the opportunity to reach
a broad international audience, ultimately expanding their brand's
recognition on a global scale.

Furthermore, the inherently visual nature of social media makes it an

ideal platform for fashion brands to display their products, brand identity,
and visual aesthetics. The act of sharing captivating images and videos
has the power to leave a lasting imprint on consumers' minds,
significantly enhancing brand recognition.

Social media serves as a conduit for two-way communication between

brands and their followers. Brands can actively engage with their
audience, address comments, and participate in meaningful conversations.
This active interaction fosters a sense of community and a personal
connection, ultimately boosting brand awareness.

Collaborating with social media influencers can extend a brand's reach

and credibility. Influencers have the ability to authentically endorse a
brand, making it accessible to a wider and more targeted audience.
 203
Additionally, social media empowers customers to share their
experiences and create content related to the brand. This user-generated
content operates as social proof and can substantially elevate brand
awareness.

Creating branded hashtags encourages user participation and has the

potential to initiate viral campaigns, attracting attention to the brand and
its products.

Features like live streaming and stories offer real-time connections with
the audience. Brands can effectively utilize these features for product
launches, behind-the-scenes glimpses, and interactive sessions, thereby
heightening brand awareness.

The integration of e-commerce features on many social media platforms

enables brands to showcase and directly sell their products. This seamless
integration further amplifies brand exposure and can drive sales.

Moreover, social media platforms provide sophisticated targeting options,

enabling brands to reach specific demographics and cater to particular
interests. Targeted advertising can effectively boost brand awareness
among the most relevant audiences.

Lastly, these platforms offer robust data and analytics tools, granting
brands insights into the performance of their campaigns. This invaluable
data facilitates the refinement of strategies and the continuous
improvement of brand awareness efforts over time.

In the context of the fashion industry, where aesthetics, trends, and visual
appeal are paramount, the impact of social media on brand awareness is
profound. Social media presents a dynamic and engaging platform for
fashion brands to connect with their audience, narrate their visual story,
 204
and foster consumer engagement. As social media continues to evolve
and introduce new features, fashion brands adeptly adapt their strategies
to uphold and expand brand awareness within this digital landscape.

6.3 Limitations
1. Social media marketing is not to be newly known concept and it
keeps on changing and revolving around. Therefore, there are
enormous journals/articles relevant at this point towards topic but
only very few articles help to relate social media with different
challenges in consumer behaviour.

2. The size of Data sample that was taken is quite small and from NCR
(Greater Noida) region therefore it depicts very limited
generalization about the study concluded. Sample size must be rather
increased in order to cover more population inside the society and
helps to develop a realistic and accuracy of results.

3. The people who does participation into this survey was basically
from Greater Noida, but the same theory can be applied on a broader
margin by doing accurate collection of data from different states and
part of the globe for fetching a smooth understanding of the
influence which social media is sharing on consumer buying process.

4. In India, there is huge cultural diversification and changes of values

starting from states to states, consumer’s buying behaviour might
varies accordingly. A relevant study must be done to involve from
different countries to be initiated upon this research title for fetching
accuracy and generating good results.

5. This research was conducted in a time slot of period in Dec 2021.

Therefore, it just can’t be further utilized for doing analysis of
 205
behavior over a period of time because time scale has no guarantee
for being signified.

6. Into this study the level of focus have been shortened down and
research contains the information related to objectives.

7. The collection of data was made from the sample taken out of the
population who are readily available to share their responses that is
counted perfectly and are available in order to do their participation
in study. This may also leads to a biasness and also might be an
unauthentic representation of the sample taken from population.

6.4 Future Research and Recommendations

Further future researches must be done to do more of their engagement in
the field of social media marketing that is regarded as a marketing
technique. A more unified data should be used for allied sectors which
are engaged in social media marketing in order to provide accuracy into
their studies. Managers must be well trained with accurate real time
knowledge of every recent trends that are readily available in order to
carry out an effective market campaigns on social media. Therefore such
52 more literature reviews should be taken into consideration for showing
best information of how to do maximization of social media marketing in
their organizations.
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 206

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QUESTIONNAIRE

( 246 )
 Questionnaire
“TO STUDY THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN
CREATING BRAND EQUITY FOR FASHION INDUSTRY”
Dear Respondent,
I am a research scholar at CCS University, Meerut Uttar Pradesh. This survey is part
of my PhD and the purpose of this survey is to measure, explore and analyze -''THE
EFFECTIVENESS OF SOCIAL MEDIA MARKETING IN CREATING BRAND
EQUITY FOR FASHION INDUSTRY".
This survey questionnaire has carefully designed to assess how consumers of Greater
Noida and Noida are consuming the products and services through social media
marketing that helps in creating brand equity for fashion industry.
Please spend few minutes to complete the questionnaire. Your participation is
voluntary and entirely confidential. No personal data will be collected.
If you have any questions about this survey please contact me on
poojatyagi2008@niet.co.in .Thank you so much for your participation.
Note—The purpose of this survey is to study the effectiveness of social media
marketing in creating brand equity in fashion industry.
Pooja Tyagi
Ph.D. Research Scholar
Response Sheet
1. E-Mail : .............................................................
2. Name of the Respondent : .............................................................
3. Age Group
(a) Less than 20 [ ] (b) 20-30 [ ]
(c) 30-40 [ ] (d) Above 40 [ ]
4. Gender
(a) Male [ ] (b) Female [ ]
5. Occupation
(a) Student [ ] (b) Business [ ]
(c) Employee [ ] (d) Others [ ]
6. Do you use Social Media?
(a) Yes [ ] (b) No [ ]

(i)
7. Do you tend to search for others' opinions online only when you want to
buy fashion products?
(a) Yes [ ] (b) No [ ]
8. On the internet, I'd like to send E-Word of Mouth message and influence
others opinion.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
9. I would like to share my feedback/opinion regarding product that I buy
using social media.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
10. Do online advertisements/endorsement on social media sites for certain
fashion brands influence you to buy that product?
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
11. Do reviews and ratings affect your buying decisions?
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
12. I believe that social media helps in acquiring information about fashion
trends.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
13. I can easily find the latest updates and news about my favorite fashion
designs on Social Media.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]

( ii )
14. Social sites help me in providing better information about the product.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
15. I follow the latest fashion trends from social media.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
16. I like wearing latest trending clothes and outfits that helps me in
redefining myself.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
17. I love buying from the latest trends when it comes to buying any dress.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
18. Wearing latest fashion gives smile to my face and boost my confidence.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
19. I use Social Media for buying/recommending fashion apparels.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
20. I often buy products that I see on these sites.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
21. I believe on buying branded clothes.
(a) Strongly Disagree [ ] (b) Disagree [ ]

( iii )
 (c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
22. I trust information available on my Instagram/Facebook/twitter.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
23. Positive/negative review of any product influence the purchase of that
product.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
24. When I buy a product online, the impact of negative reviews on the web is
greater for fashion related products on my purchasing decision.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
25. I think fashion products must be bought only after reading other's
reviews.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
26. I frequently follow fashion related blogs.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
27. I always notice fashion apparel advertisement on social media.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
28. I refer to Social media whenever I want to buy any clothes.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]

( iv )
29. Social Sites help me in making my decision towards buying any fashion
apparels.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
30. I am able to distinguish between various fashion brands available on
Social Media according to my preference and taste.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
31. I can quickly recall symbol or logo of the particular fashion / clothes that
appeared in the social media.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
32. Using social sites provides me better understanding about the particular
brand of the fashion.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
33. Does your favorite brand always fulfil your expectations?
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
34. I believe in some brands that will always provide me excellent features.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
35. I love to buy from the particular brand that is well established in the
market.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]

(v)
36. When it comes to buying any specific clothes or outfits I already know
about which specific brand I want to buy that in order to save my time.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
37. I got good value for money when I buy from this specific brand.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
38. I usually use this product/brand as my first choice in comparison with the
other product/brand.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
39. I would recommend this product/brand to others through social media.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
40. When it comes to fashion I am very loyal to some of the specific brands.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
41. I really liked the clothes I bought from social networking sites.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]
42. I liked the way fashion industry launch their product chain or design
through social media channels.
(a) Strongly Disagree [ ] (b) Disagree [ ]
(c) Neutral [ ] (d) Agree [ ]
(e) Strongly Agree [ ]

( vi )
 










 
 







 Chapter-6

Recommendations &
Conclusion
6.1 Recommendations
6.2 Conclusion
6.3 Limitations
6.4 Future Research and Recommendations
Chapter-6
Recommendations & Conclusions
6.1 Recommendations
Social media has transformed the way businesses approach brand
awareness. It serves as a powerful tool for building and strengthening
brand recognition. The impact of social media on brand awareness can be
broken down into several key areas. Social media platforms like
Facebook, Instagram, and Twitter have billions of users worldwide. This
global presence allows brands to connect with audiences on a massive
scale, transcending geographical boundaries and increasing brand
visibility internationally. Visual content reigns supreme on social media.
Brands can leverage this by sharing captivating images and videos that
resonate with their target audience. This visual storytelling helps create a
strong and memorable brand identity that consumers can easily recognize
and remember. Social media enables two-way communication. Brands
can engage with their followers through comments, likes, and direct
messages. This interaction fosters a sense of community and personal
connection, making consumers more likely to remember and engage with
the brand.

Collaborating with social media influencers provides an avenue for

brands to reach a wider and more targeted audience. Influencers can
authentically promote products and services, lending credibility and
increasing brand awareness within their followers. Social media
encourages users to create and share content related to brands. When
customers share their positive experiences and content featuring the
brand's products, it acts as social proof, bolstering brand awareness and
trust.
 185
Brands often create branded hash-tags to encourage user participation.
Successful hash-tag campaigns can go viral, drawing significant attention
to the brand and its products, thereby elevating brand awareness. Social
media platforms offer robust analytics tools that allow brands to measure
the performance of their campaigns. This data helps in refining strategies
and optimizing efforts to enhance brand awareness continually.

In sum, social media's impact on brand awareness is profound and far-

reaching. Its global reach, focus on visual storytelling, ability to foster
engagement, influencer collaborations, user-generated content, and data-
driven insights make it an indispensable asset for building and
maintaining brand recognition in the digital age. Brands that effectively
harness the potential of social media can significantly enhance their
visibility and brand awareness, ultimately leading to greater success in
the marketplace.

Recommendations for Enhancing the Impact of Social Media

Marketing on Brand Awareness in Fashion Industry

Enhancing the impact of social media marketing on brand awareness in

the fashion industry requires a strategic and creative approach. Here are
some recommendations to maximize the effectiveness of your social
media marketing efforts:

Define Your Brand’s Unique Identity—Clearly define your brand's

unique identity, values, and mission. This will help you communicate a
consistent and compelling brand story on social media.

Understand Your Audience—Conduct in-depth audience research to

understand the demographics, preferences, and behaviours of your target
audience. Tailor your content to their interests.
 186
Leverage Visual Content—Visual content is central to the fashion
industry. Invest in high-quality, eye-catching visuals, including photos,
videos, and info-graphics, to showcase your products and brand aesthetic.

Consistency is Key—Maintain a consistent posting schedule and brand

identity across all social media platforms. Consistency helps reinforce
brand awareness and recognition.

Engagement and Interaction—Engage with your audience by

responding to comments, messages, and mentions promptly. Encourage
user-generated content and create a sense of community.

Influencer Partnerships—Collaborate with fashion influencers and

bloggers who align with your brand. Influencers can help extend your
reach and lend credibility to your brand.

User-Generated Content—Encourage customers to share their

experiences with your products by creating branded hash-tags and
running user-generated content campaigns. Repost user content on your
own channels.

Educational Content—Provide valuable content that educates and

informs your audience. This can include fashion tips, style guides, and
behind-the-scenes insights into your brand.

Social Commerce—Make use of the e-commerce features on social

media platforms to facilitate direct shopping from your social posts. This
reduces friction in the purchase process.

Live Streaming and Stories—Use live streaming and stories for real-
time engagement. Host live events, Q&A sessions, and exclusive product
launches to create excitement and urgency.
 187
Create Viral Content—Develop content that has the potential to go
viral. Participate in or start relevant challenges and trends to gain
visibility and reach a wider audience.
Data-Driven Decision Making—Utilize social media analytics to
measure the performance of your campaigns. Adjust your strategy based
on data insights to continually improve your efforts.
Paid Advertising—Incorporate paid advertising into your social media
strategy. Social media platforms offer precise targeting options, which
can help you reach the right audience.
Storytelling and Emotion—Craft compelling brand stories and content
that evoke emotions and connect with your audience on a personal level.
Crisis Preparedness—Develop a crisis management plan to handle
negative situations promptly and professionally, minimizing damage to
brand reputation.
Stay Current with Trends—Keep an eye on emerging social media
trends and platform updates. Being at the forefront of these trends can
give your brand a competitive advantage.
Cross-Promote and Collaborate—Collaborate with other fashion
brands or complementary businesses for cross-promotion. Joint
campaigns can expand your reach.
Measure and Adjust—Continuously measure the impact of your social
media marketing efforts on brand awareness. Use these insights to refine
your strategy.
By implementing these recommendations, fashion brands can harness the
full potential of social media marketing to enhance brand awareness and
strengthen their position in the industry. It's an ever-evolving landscape,
so staying agile and adaptive is key to long-term success.
 188

Impact of Social Media on Consumers Brand Awareness in

India
The impact of social media on brand awareness in India is significant and
continues to evolve rapidly as more and more Indians are joining social
media platforms. Here are several key aspects of this impact:
Widespread Reach: India boasts one of the world’s largest populations,
and a considerable portion of this population is active on social media
platforms like Facebook, Instagram, Twitter, and LinkedIn. This
extensive user base allows brands to reach a broad and diverse audience,
enhancing brand visibility and awareness.
Cultural Relevance—Social media platforms are particularly effective in
a culturally diverse country like India. Brands can tailor their content to
resonate with the diverse cultures, languages, and traditions across the
nation, thereby making their messages more relatable and memorable to
different demographic segments.
Visual Storytelling—Visual content is a central component of social
media. Brands can use images, videos, and graphics to tell their stories
and showcase their products or services. This approach resonates with
Indian consumers, as it aligns with the nation's fondness for rich visuals
and multimedia content.
Engagement and Interaction—Social media enables two-way
communication, providing an opportunity for brands to engage directly
with Indian consumers. By responding to comments, queries, and
feedback, brands can build a stronger and more personal connection with
their audience, enhancing brand awareness and trust.
Influencer Marketing: India has seen a surge in influencer marketing.
Social media influencers, including You-Tubers, Instagrammers, and
 189
bloggers, have a significant following. Collaborating with these
influencers can help brands tap into a more targeted audience and gain
credibility, thus boosting brand awareness.

User-Generated Content—Indian consumers actively share their

experiences and create content related to brands. When users share their
positive experiences and product interactions, it acts as social proof,
significantly contributing to brand awareness.

Hashtag Campaigns—Branded hash-tag campaigns encourage user

participation and can go viral. This viral effect can draw substantial
attention to the brand and its products among Indian consumers, thereby
enhancing brand awareness.

Localization—Brands are increasingly localizing their social media

strategies to cater to regional preferences, languages, and cultures within
India. This approach resonates more effectively with consumers and
strengthens brand awareness.

Data-Driven Insights—Social media platforms offer analytics tools,

providing brands with valuable insights into the performance of their
campaigns. This data helps in refining strategies, identifying trends, and
optimizing efforts to enhance brand awareness continually.

In conclusion, social media has a profound impact on brand awareness in

India. The widespread use of social media, cultural relevance, visual
storytelling, engagement opportunities, influencer marketing, user-
generated content, hash-tag campaigns, localization, and data-driven
insights collectively contribute to the increasing recognition and success
of brands across India. Brands that navigate the complexities and
diversity of the Indian market effectively through social media can
 190
significantly bolster their brand awareness in this dynamic and rapidly
growing country.

Recommendations for Enhancing the Brand Awareness of

Indian Customers through Social Media

Enhancing brand awareness among Indian customers through social

media requires a well-planned strategy tailored to the diverse and
dynamic Indian market. Here are some recommendations for achieving
this goal—

Understand Your Audience—Conduct in-depth research to understand

the preferences, behaviours, and demographics of your target audience in
India.

Recognize the cultural diversity and linguistic variations within India, and
tailor your content accordingly to resonate with different regions.

Create Engaging Content—Develop visually appealing and shareable

content, such as images, videos, and info-graphics, that align with Indian
cultural values and customs.

Share stories and narratives that evoke emotions and connect with Indian
consumers on a personal level.

Leverage Influencer Marketing—Collaborate with popular Indian

social media influencers who can authentically endorse your brand and
products.

Choose influencers whose followers align with your target audience to

maximize impact.

Localize Your Approach—Customize your social media content to cater

to regional preferences, languages, and cultural nuances.
 191
Consider creating separate social media profiles or content streams for
different regions in India.

Interactive Engagement—Encourage active participation by hosting

contests, polls, and quizzes that involve and engage your audience.

Respond to comments, questions, and feedback promptly to foster a sense

of community and build trust.

Utilize Hash-tags Effectively—Create branded and relevant hash-tags

that encourage user participation and engagement.

Monitor and participate in trending hash-tags in India to tap into popular

conversations.

User-Generated Content—Encourage your customers to share their

experiences and content related to your brand or products. Feature user-
generated content on your social media platforms to build trust and
authenticity.

Consistent Posting Schedule—Maintain a consistent posting schedule to

keep your brand active and top-of-mind for Indian customers.

Utilize social media management tools to automate posts and schedule

them at optimal times for maximum visibility.

Data-Driven Decision-Making—Regularly analyse social media metrics

and insights to track the performance of your campaigns.

Adjust your strategy based on data to continuously optimize your efforts

and maximize brand awareness.

Paid Advertising—Use social media advertising, such as Facebook Ads,

Instagram Ads, and LinkedIn Ads, to target specific demographics and
interests among Indian consumers.
 192
Allocate a portion of your marketing budget to paid social media
campaigns to amplify your brand's reach.

Collaborate with Local Events and Festivals—Take advantage of

Indian festivals and events to create special social media campaigns and
offers.

These occasions provide excellent opportunities to connect with your

audience and showcase your brand's cultural sensitivity.

Storytelling and Brand Values—Share your brand's values, social

initiatives, and contributions to the community through compelling
storytelling.

Demonstrating corporate social responsibility can resonate positively

with Indian consumers.

By implementing these recommendations, brands can effectively enhance

their awareness among Indian customers through social media and
connect with this diverse and vibrant market. Flexibility and adaptability
are key as you continue to refine your strategy based on feedback and
changing trends within the Indian social media landscape.

We can conclude from our research that that social media marketing play
the vital role for the retail companies. Which can be advisable to the
marketing managers of retail organizations to use social media as part of
their marketing activities. Social media can leads the increase the sales
margins of the companies by providing the platform to interact directly to
the consumers through online media, blogs, chats, etc. which can
ultimately define paths to build brand image. According to Eze and Bello
(2016), the Engel, Kollet, Blackwell (EKB) model defines this because it
helps in the implication by which social media comes with an active role,
 193
it gives the customer with 42 relevant searches that is quite enough which
enables people to do the purchase function.

6.2 Conclusions
Social media marketing has had a profound impact on brand awareness
within the fashion industry. It has become a pivotal channel for fashion
brands to connect with their audience, build brand awareness, and
promote their products. Social media platforms have a vast global user
base. Fashion brands can reach a diverse and widespread audience,
increasing their brand exposure on a global scale. Visual content is a
cornerstone of social media, making it ideal for fashion brands. They can
showcase their collections, runway shows, and behind-the-scenes content,
allowing consumers to visually connect with the brand's style and
aesthetics.

Furthermore the social media fosters two-way communication. Fashion

brands can engage with their followers, respond to comments, and
participate in conversations. This interaction enhances brand awareness
by creating a sense of community and personal connection. Many fashion
brands collaborate with social media influencers to reach a wider and
more targeted audience. Influencers can authentically promote the brand
and its products, further increasing brand awareness.

Social media platforms enable user-generated content, where customers

share their experiences and photos wearing the brand's products. This
user-generated content acts as social proof and can significantly boost
brand awareness. Fashion brands often create branded hashtags that
encourage user participation. These campaigns can go viral, drawing
attention to the brand and its products. Live streaming and stories on
platforms like Instagram and Facebook provide a real-time connection
 194
with the audience. Fashion brands can use these features for product
launches, fashion shows, and Q&A sessions, increasing brand awareness.

Social media platforms increasingly integrate e-commerce features,

allowing fashion brands to showcase and sell their products directly. This
seamless integration enhances brand exposure and can drive sales. Social
media platforms offer sophisticated targeting options, allowing fashion
brands to reach specific demographics and interests. Targeted advertising
can boost brand awareness among relevant audiences. Moreover, the
social media provides brands with data and analytics to track the
performance of their campaigns. This allows brands to refine their
strategies and improve brand awareness efforts over time. it also provides
for assistance of the fashion industry which thrives on trends and virality,
and social media is an ideal platform for creating and capitalizing on
these trends. Viral challenges and trends can propel a brand to the
forefront of consumer consciousness.

Social media also plays a role in managing and mitigating crises.

Effective crisis management can protect brand reputation and, in turn,
brand awareness. In the fashion industry, where aesthetics, trends, and
image are paramount, social media marketing is a powerful tool for
increasing brand awareness. It enables brands to showcase their
creativity, connect with their audience, and drive consumer engagement.
As social media platforms continue to evolve and offer new features,
fashion brands will continue to adapt their strategies to maintain and
grow their brand awareness.

Brief Description of Chapters

Chapter 1 delineated on the introduction of the topic pertaining to the

impact of social media on brand awareness of consumers. It further
 195
provided the history and current trends in social media; social media
platforms, detailed understanding of social media; social media
marketing; evolution of social media; definitions and other important
details pertaining to the social media and its impact on brand awareness.

Chapter 2 described about the different types of literature review

available on the topic of social media and its impact on brand awareness
under the head of literature review.

Chapter 3 provided for research methodology which dealt with the

aspects of different types of data, data collection tools, data processing
and analysis of data along with research design and sampling of data.

Chapter 4 dealt in brief the analysis and results of the study which
basically attempted to study the impact of social media on brand
awareness of companies though customer loyalty and customer
purchasing behaviour under the impact of social media.

Chapter 5 is the most important chapter which dealt with the analysis of
data that was collected by the researcher through a well-designed
questionnaire that was sent to 250 respondents and 222 responses were
received. The chapter provides for demographic details and MLR analysis
and draws inferences on the basis of analysis.

Chapter 6 deals with the recommendations of the study which provides

for different methods and techniques to use social media for one’s own
advantage to do marketing through customers and lead to creation of
robust brand image due to brand awareness among customers.

Chapter 7 presents summary and conclusions of the study.

1. Analysis provided that maximum number of the respondents

belonged to the age group of 20 to 30 years.
 196
2. It was concluded from the analysis that maximum number of
respondents belonged to the student category or was employed in
some company.

3. It could be seen that maximum number of respondents used social

media.

4. Analysis shows that maximum of the respondents agreed that they

searched online for others comments when they buy fashion
products.

5. It was observed that maximum number of respondents agreed with

the statements that they liked to send E word of mouth to influence
others.

6. Analysis also showed that people like to share their feedback on

social media.

7. It could be seen that people agreed that they were influenced by the
advertisements and brand endorsements.

8. Analysis showed that reviews and ratings influence buying

decisions.

9. Data analysis further showed that respondents believed that social

media helps in acquiring information about fashion trends.

10. Research showed that people agreed that they can easily find the
latest updates about their fashion choices on social media.

11. Analysis showed that social media helps in providing better

information about the product.

12. It was also observed that people agreed that they follow the latest
fashion trends from social media.
 197
13. Analysis showed that the number of valid cases for the survey. In
total there were 222 respondents out of 250 respondents who
provided their responses for the present study. There were no
missing values for these 222 respondents.

14. Among the 222 respondents, gender distribution is nearly equal, with
49.5% being male and 50.5% female, indicating a balanced
representation of both genders in the data.

15. The age groups of respondents surveyed for present study have
been given. There was 1 respondent in the age group of less than
20. There were 125 who belonged to the age group of 20 – 30
years. 75 belonged to the age group of 30-40 years of age. And 21
were from the age of above 40. Analysis provided that maximum
number of the respondents belonged to the age group of 20 to 30
years.

16. The majority of respondents fall within the 20-30 age group,
comprising 56.3%, closely followed by the 30-40 age group at
33.8%. This suggests that the data predominantly captures the
perspectives of adults aged 21 to 40.

17. Given the prevalence of respondents between 20 and 40 years of age,

approximately 44% of the data originates from employed individuals
and students.

18. It was concluded from the analysis that maximum number of

respondents belonged to the student category or was employed in
some company.

19. Analysis provided that maximum number of the respondents

belonged to the age group of 20 to 30 years.
 198
20. It was concluded from the analysis that maximum number of
respondents belonged to the student category or was employed in
some company.

21. It could be seen that maximum number of respondents used social

media.

22. Analysis shows that maximum of the respondents agreed that they
searched online for others comments when they buy fashion
products.

23. It was observed that maximum number of respondents agreed with

the statements that they liked to send E word of mouth to influence
others.

24. Analysis also showed that people like to share their feedback on
social media.

25. It could be seen that people agreed that they were influenced by the
advertisements and brand endorsements.

26. Analysis showed that reviews and ratings influence buying

decisions.

27. Data analysis further showed that respondents believed that social
media helps in acquiring information about fashion trends.

28. Research showed that people agreed that they can easily find the
latest updates about their fashion choices on social media.

29. Analysis showed that social media helps in providing better

information about the product.

30. It was also observed that people agreed that they follow the latest
fashion trends from social media.
 199
31. Furthermore, the data reveals that among the 222 respondents, 40%
maintain a neutral stance concerning the impact of Electronic Word
of Mouth (E-WOM) messages on others' opinions, while 33% firmly
agree that E-WOM influences buyer opinions.

32. Approximately 53% of respondents believe that sharing individual

feedback and reviews about products through social media has a
tangible impact on the brand equity of those products.

33. Lastly, it is worth noting that most respondents concur that social
media serves as a valuable source of information on the latest trends
and has a consequential effect on the brand equity of products.

34. The analysis of the MLR provided that the trendiness had the score
of 0.666709 which provided that it had a strong positive correlation
and the value was significant.

35. EWOM has the value of 0.497140 which showed a weak positive
correlation. However, the value was significant.

36. Trust accounted for a value of 0.730964 which provided for strong
positive correlation and value was significant.

37. Content Sharing had a value of 0.729540 which had a strong positive
correlation which significant.

38. Purchasing Decision stood for a value of 0.481362 which provided

for a weak positive correlation and the value was significant.

39. In-formativeness provided for a value of 0.456489 that showed a

weak positive correlation and the value was significant.

40. It was also observed that out of the five independent variables trust
and content sharing is having significant high positive correlation of
around ~72% with the dependent variable social media. Means if
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there is increase in the value of trust or content sharing it will
directly increase the brand equity by 72%.

41. Variables like EWOM, informativeness and purchasing decision are

having significant weak positive correlation with the dependent
variable.

42. All the independent variable had significant positive impact in the
prediction of dependent variable.

43. Variable trendiness has the significant impact upon the dependent
variable brand equity by the value of 0.081 means with the increase
of the trendiness by 1 unit it will significantly increase the value of
brand equity by 0.081 units.

44. Also, trust is also having the significant impact upon the brand
equity of the products in the fashion industry by 0.452 units.

45. Variables like purchasing decision, ewom, in-formativeness are not

significant to the variable brand equity based upon the research and
available data sample.

46. People trust towards the social media is making more impact in
building brand equity as they tried to do more analysis by sharing the
contents in the form of a blog or reviews towards the product.

47. Latest trending clothes or fashion articles are playing the vital role in
building the brand equity of the products in fashion industry as
people are mostly care about the latest fashion trends and use the
social media information to convert into purchasing.

48. The examination of hypothesis one (H1) revealed that trust indeed
plays a substantial role in shaping brand equity. In support of this,
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the Multiple Regression Analysis indicated that the value was
statistically significant (p = 0.000 < 0.05).

49. The examination of hypothesis two (H2) revealed that the influence
of trendiness on brand equity is statistically significant based on the
Multiple Regression Analysis (p = 0.009 < 0.05).

50. The examination of hypothesis three (H3) revealed that the effect of
Electronic Word of Mouth (EWOM) on brand equity is not
statistically significant according to the Multiple Regression
Analysis (p = 0.090 > 0.05).

51. The p-value for the trust variable is 0.000, which is less than 0.05.
This indicates that trust has a statistically significant impact on
building brand equity in the fashion industry for fashion products.
Therefore, we reject the null hypothesis and accept the alternative
hypothesis.

52. The p-value for the trendiness variable is 0.009, which is also less
than 0.05. This suggests that trendiness has a statistically significant
impact on building brand equity for fashion products in the fashion
industry. Consequently, we reject the null hypothesis and accept the
alternative hypothesis.

53. In contrast, the p-value for the EWOM variable is 0.090, exceeding
the 0.05 threshold. This implies that Electronic Word of Mouth
(EWOM) does not have a statistically significant impact on building
brand equity for fashion products in the fashion industry.

54. The p-value for the perceived value variable is 0.002, less than 0.05.
This indicates that content sharing does indeed have a statistically
significant impact on building brand equity for fashion products in
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the fashion industry. As such, we reject the null hypothesis and
accept the alternative hypothesis.

55. Conversely, the p-value for the purchasing decision variable is 0.79,
which is greater than 0.05. This suggests that the purchasing decision
does not possess a statistically significant impact on building brand
equity for fashion products in the fashion industry. Thus, we accept
the null hypothesis and reject the alternative hypothesis.

The analysis results underscore the significant and multifaceted impact of

social media on brand awareness. Social media platforms have ushered in
a transformative era in which brands can establish connections with their
target audience and augment their visibility. With their vast and diverse
global user base, these platforms provide brands the opportunity to reach
a broad international audience, ultimately expanding their brand's
recognition on a global scale.

Furthermore, the inherently visual nature of social media makes it an

ideal platform for fashion brands to display their products, brand identity,
and visual aesthetics. The act of sharing captivating images and videos
has the power to leave a lasting imprint on consumers' minds,
significantly enhancing brand recognition.

Social media serves as a conduit for two-way communication between

brands and their followers. Brands can actively engage with their
audience, address comments, and participate in meaningful conversations.
This active interaction fosters a sense of community and a personal
connection, ultimately boosting brand awareness.

Collaborating with social media influencers can extend a brand's reach

and credibility. Influencers have the ability to authentically endorse a
brand, making it accessible to a wider and more targeted audience.
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Additionally, social media empowers customers to share their
experiences and create content related to the brand. This user-generated
content operates as social proof and can substantially elevate brand
awareness.

Creating branded hashtags encourages user participation and has the

potential to initiate viral campaigns, attracting attention to the brand and
its products.

Features like live streaming and stories offer real-time connections with
the audience. Brands can effectively utilize these features for product
launches, behind-the-scenes glimpses, and interactive sessions, thereby
heightening brand awareness.

The integration of e-commerce features on many social media platforms

enables brands to showcase and directly sell their products. This seamless
integration further amplifies brand exposure and can drive sales.

Moreover, social media platforms provide sophisticated targeting options,

enabling brands to reach specific demographics and cater to particular
interests. Targeted advertising can effectively boost brand awareness
among the most relevant audiences.

Lastly, these platforms offer robust data and analytics tools, granting
brands insights into the performance of their campaigns. This invaluable
data facilitates the refinement of strategies and the continuous
improvement of brand awareness efforts over time.

In the context of the fashion industry, where aesthetics, trends, and visual
appeal are paramount, the impact of social media on brand awareness is
profound. Social media presents a dynamic and engaging platform for
fashion brands to connect with their audience, narrate their visual story,
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and foster consumer engagement. As social media continues to evolve
and introduce new features, fashion brands adeptly adapt their strategies
to uphold and expand brand awareness within this digital landscape.

6.3 Limitations
1. Social media marketing is not to be newly known concept and it
keeps on changing and revolving around. Therefore, there are
enormous journals/articles relevant at this point towards topic but
only very few articles help to relate social media with different
challenges in consumer behaviour.

2. The size of Data sample that was taken is quite small and from NCR
(Greater Noida) region therefore it depicts very limited
generalization about the study concluded. Sample size must be rather
increased in order to cover more population inside the society and
helps to develop a realistic and accuracy of results.

3. The people who does participation into this survey was basically
from Greater Noida, but the same theory can be applied on a broader
margin by doing accurate collection of data from different states and
part of the globe for fetching a smooth understanding of the
influence which social media is sharing on consumer buying process.

4. In India, there is huge cultural diversification and changes of values

starting from states to states, consumer’s buying behaviour might
varies accordingly. A relevant study must be done to involve from
different countries to be initiated upon this research title for fetching
accuracy and generating good results.

5. This research was conducted in a time slot of period in Dec 2021.

Therefore, it just can’t be further utilized for doing analysis of
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behavior over a period of time because time scale has no guarantee
for being signified.

6. Into this study the level of focus have been shortened down and
research contains the information related to objectives.

7. The collection of data was made from the sample taken out of the
population who are readily available to share their responses that is
counted perfectly and are available in order to do their participation
in study. This may also leads to a biasness and also might be an
unauthentic representation of the sample taken from population.

6.4 Future Research and Recommendations

Further future researches must be done to do more of their engagement in
the field of social media marketing that is regarded as a marketing
technique. A more unified data should be used for allied sectors which
are engaged in social media marketing in order to provide accuracy into
their studies. Managers must be well trained with accurate real time
knowledge of every recent trends that are readily available in order to
carry out an effective market campaigns on social media. Therefore such
52 more literature reviews should be taken into consideration for showing
best information of how to do maximization of social media marketing in
their organizations.