Impact and Effectiveness of Social Media on Consumer Buying Behaviour in Apparel Retail Market A Study of Delhi NCR

Abstract

Social media has influenced consumer behaviour in unprecedented ways. It has added new dimensions to the consumer decision making process. The association between the buyer and seller on social media will result in an engagement, and if the consumer engagement process is carried out properly and professionally, it appears that the consumer s purchasing behaviour is significantly and favourably changed. newline newlineThe current study aimed to explore the motivational factors of consumer engagement with apparel brands on social media. The relationship between consumer engagement, brand image, brand loyalty and purchase intention are analysed. Further, the impact of EWoM on brand image and purchase intention is also analysed. The study has proposed a model which is tested with the help of CFA and PLS SEM. newline newlineDelhi NCR account for the maximum traffic on social media sites and apparel is among the top online selling products in India. Thus, area of study is chosen as Delhi NCR region and active social media users, who have indulged in online purchases of apparel, are considered for the study. The Delhi NCR region is conveniently divided into eight regions: North Delhi, South Delhi, East Delhi, West Delhi, Central Delhi, Gurugram, Noida, and Ghaziabad. A Quantitative Research method based on the survey method is adopted and a total of 520 respondents are selected as the sample for this research work. A combination of judgement and snowball non probability sampling is used for the sampling process. newline newline