Exploring Consumer Perception of Social Media Marketing and Its Impact on Apparel Purchase Decisions in India

Abstract

Purpose: The aim of this paper is to present the marketers with the benefits of using digital platforms for sustainable business practices, and offer a pathway for future research in this field of study.
Data Collection: Primary data of the study was collected using a structured questionnaire; where 181 data was collected from 181 respondents and secondary data was gathered from previous research articles Research articles books, journals, e-books, etc.
Findings: The findings of the study reveals that business practices can sustain only by applying digital marketing tools to attract and retain customers as every information that a customer seeks for is just doorstep away. Also, the determinants of consumer perception of Social Media Influencers for purchase decisions of fashion products for sustainable business practices. Age is one of the significant variables of consumers for their perception for purchasing products digitally.
Limitation: The limitation of the study is that the above findings can only be generalized up to a certain population of India for the above research and is not applicable to the whole universe.
Originality: This paper is original and unique as no empirical study has been conducted to study the determinants of consumer perception particularly of Social Media Influencers for purchase decisions of fashion, particularly in Indian context.