Published Online:February 2023
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:
Author Name:Neha Sarin and Preeti Sharma
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:21
The study analyzes the impact of Social Media Marketing (SMM) activities on Brand Consciousness (BC), Brand Trust (BT) and Purchase Intention (PI) of fast fashion consumers. The study adopted quantitative descriptive approach, which included social media users in the age group of 16-40 years. Convenience sampling method was applied and data was collected via online questionnaires administered to 200 brand followers. The data was examined through SEM technique using Smart PLS software. The results of the study show that SMM had a significant impact on brand consciousness and brand trust, which in turn also had a significant impact on purchase intention of consumers. Thus, the study helps in understanding consumer behavior and suggests some effective strategies to strengthen the relationship between current and potential consumers. It highlights that social media plays a vital role in marketing, which in turn assists the marketers in influencing consumers’ PI through BC and BT.
With the advent of digital marketing, social media has begun to be used by almost all businesses for creating direct communication and good relationship with their customers. According to Kim and Ko (2012), social media is a platform for virtual application that assists in communication, collaboration, or content sharing among customers. The various Social Media Marketing (SMM) techniques used by businesses are influential in marketing communication, and hence businesses should focus on selection of right marketing content and explore pioneering applications to make the brands more visible. In today’s competitive environment, various SMM activities aim at changing customers’ perception by differentiating similar goods and services produced by different organizations and making them preferable based on brand consciousness.