The Impact of Social Media on The Consumption of Fashionijaema.com/gallery/23-ijaema-february-3542.pdf · 2020. 8. 27. · Secondary research was used in the initial stages of the

The Impact of Social Media on The Consumption of Fashion

Dr. SatyaPrakashPandey

Assistant Professor (subject expert)

Faculty of Commerce

University of Lucknow, Lucknow

[email protected], (m) 8420410410

ArvindDeo

Research Scholar

Department of Commerce

Faculty of Commerce


[email protected], (m)8787214131

Prof. Somesh Kumar Shukla

Faculty of Commerce


The International journal of analytical and experimental modal analysis

Volume XII, Issue III, March/2020

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The Impact of Social Media on The Consumption of Fashion Dr. Satya Prakash Pandey

Arvind Deo Prof. Somesh Kr. Shukla

Abstract The initial stage of online social media in recent years in general, has impressed the fashion industry, like most businesses. Social media has changed the way in which people not only communicate, but also say how companies reach their consumers. The purpose of this research was to find out ways, which affect the consumption of social media fashions, especially among women, college-age demographics. Secondary research was used in the initial stages of the process to collect information before performing primary research. Both qualitative and quantitative research was conducted then. The primary method of collecting qualitative data was personal interview with target demographic. After this, quantitative data was administered to about 100 participants through the sample distributed through the facility sample. Results indicated that almost all college students are active on social media. To use social media, the primary motivational friends have to be in touch. Therefore, a business position as a friend on these sites, is beneficial rather than just a professional company. In addition, four important social media outlets currently dominate the market: Facebook, Twitter, and Instagram. Focusing on creating attendance on these sites will greatly benefit the businesses. While Facebook twitter has been mainstream for some time, Pinterest and Instagram provide important opportunities for business development and innovation. Implementing Pinterest for a marketing strategy probably offers the greatest opportunity to increase sales due to direct linkage for its entire visual nature and purchase sites. It is important to discover how social media is affecting the business, and to be at the forefront of competition for a company. The implications of this research provide fashion retailers a guideline for the use of social media. Key Words- Fashion, Social Media, Twitter

Introduction In the past decade, social media has redefined the world in which we are living. Beginning as a means of communicating, interacting with or reconnecting with old friends, gradually but surely developed into an important part of our daily lives; Heavy resilience in the way of doing business. A specific area of business that has been especially influenced by the social media revolution is the fashion industry. Through the organization of social media, which was previously only available to arbitrary insiders, is now accessible by the public. For example, due to a designer's Facebook page, Twitter feed or Instagram account, who were previously associated with high fashion, now can see live footage from the Lakme Fashion Week in



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Mumbai City, an opportunity that only works for the industry, was limited to Insiders, celebrities, and socialites. Before the existence of these social media outlets, sales, store traffic, and financial records were conceivably the only way to gauge consumers’ opinions. Today though, “the cliché that ‘the customer is king’ has taken on a whole new definition. Customer feedback today not only reaches the companies much faster, but can also spread out to a much broader audience through ‘friends’ of the customer commenting on social media” (Savitz). Companies are now forced to listen and pay attention to customer opinions because failure to do so could cause a demise of their reputation by means of social media defamation. It is being said, there is no way to communicate that it is more cost effective or time efficient than social media. To maintain market stability, bricks and mortar retailers should use social media as their cornerstone in their business structure. While optimization for changing technologies is important for all types of retailers, fashion retailers should pay special attention. In some sense, fashion is a product of our environment. That is to say, the trends continue to come and go, and the fashion is changing to a great extent. From a consumer perspective, it is easy to see how social media can be a vehicle to accelerate the communication of these trends. However, not only is it important to be fully informed, but also very closely linked to the retailer's approach to better the needs of the customers. Lucknow is the unique to the fashion industry, that there are high concentrated female population of 18-24 years old who holds high levels of disposable income to spend on fashion& style. The Universities of this place is infamous for this element of its 'student body' and becomes exceptionally clear after spending some time in any of the weekends at party places. An undergraduate was posted, "The typical hale girl student is attractive, wears good looking clothes, and usually her parents credit card is in his pocket". While many see this belief in a negative form, the reality is that demographic exists. It is being said that this will be a strategic opportunity for local, high-end retailers, who will take advantage of the opportunities of social media outlets. It is no secret that the role of social media in a University/college city will be increased. Today's college is the first generation of demographics, the use of social media from an early age and developing the web as an integral part of their social life. More precisely, it seems like women& youths are more active on these social media outlets and by chanceare themost likely to follow new trends conscientiously.

Social Media It is no secret that social media dominates many facets of life as we know it. As In the past it has been said, in the last decade, social networking has increased rapidly, especially. To say that the industry is skyrocketing, it will be an understanding - it has completely revolutionized the world in which we live. While there are lots of



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different media sites, Facebook, Twitter, and recently the Instagram and Pinterest have gone too much and have become part of the day. - For many days of life. Someone can say that these four sites dominate the market, and in the conversation, the "social media" with the idea of an associate receives ideas and things.In less than two decades Facebook developed into a startup giant $ 114 billion" (Reporter, IBTimes Staff). Due to its initial introduction, Facebook today dominates the world of social media and lures the industry. It's a place to keep in touch with friends, share content and even get news and information. Although social media sites were present before Facebook, they quickly split because Facebook caught the speed. For example, in 2001 to 2006, Orkut&MySpace was the center of the social media universe. Although by 2009 the accounts of Facebook were more open and growing rapidly (Robertson). Perhaps due to the newness and excitement surrounding Innovation, people were very attracted to Facebook in their early years. However, unlike many of its opponents, Facebook is not going anywhere, and devotees have been kept loyal for so many years, something more complex than a new layout, status bar, or photo feature. According to recent research, "Two new studies have found that the social network satisfies both basic human desires, body and soul." (Mehta) network can give some positive, good state of its success, which it gives to its users. Research findings also showed that two primary social needs could be responsible for those repeatedly visiting the site. The first requirement is central desire. Humans are wired to join other humans, as well as to feel accepted by them. Facebook encourages these connections in two phases. (Sheldon, Abadd, and Hinsch, 2008). Feeling isolated at the beginning encourages individuals to use the site (essentially as a copping mechanism), and in turn, the number of times a person uses the site, the more connections they receive are. "Facebook's answer to the second social inspiration is self-presentation, in which users make fashion the norm - rather accurate - their versions through their profiles" (Mehta). It appears, for example, the number of 'friends' in their network and pictures. After this, Facebook personas, which are presented online, can be a more socially attractive 'self', which are really aspiring, but one that has not yet been realized (Zhao and Zhao, 2008) "(Mehta). Through this research, it is easy to understand the reality that Facebook has become a key to daily life. People enjoy being in control of their world and Facebook is a place to do this. In May 2017, Facebook's initial public offering was getting heavily influenced. However, in the grand scheme of things, it does not slow down the success of the so-called "flop" site. Due to the almost conscientious habit of the user, the site is still flourishing and it seems only natural that more and more businesses will eventually hope on the movement and use the site for its own benefit. One common complaint about Facebook is that it is simply "too much." Some people do not care about bombing with photos and long-term status updates, and Twitter has eliminated this aspect to a great extent. Since only 250 characters are allowed per Tweet, account holders can easily scroll through the site through computer,



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tablet or smart-phone and consume huge amount of information in a relatively short period of time. Another Perk Twitter offer is the fact that there is no need to create a page to "tweet" or access - even though it is impossible to stop it without setting up your own page on Facebook. Although many people can view Twitter as a spin-off of Facebook, but its 'different attributes can be partly responsible for its increasing success.' "According to the data of the Pew Research Center, it will be difficult for Twitter to reach the Arab Arabian plateau, however, in the last 2-3 years, Twitter users increased by more than 40% (Burman). It is in advertisements about which companies are paying basically to talk or "tweet." Berman wrote in detail and wrote, "It is remarkable because Twitter has been in the money making game for only three years, primarily selling "sponsored tweets" to advertisers whose pop-up message pops up in streams of more than 200 million active users. "And revenues are moving the Arab-dollar mark forward. (Burman) As stated earlier, overall, the beauty of businesses employing social media is relatively zero overhead cost. Unlike paying for a place in a newspaper, access to social media is free to buy time on television or to rent billboards, for a commercial. Burman said that it is best when he said, "This is the value of magic free labor. For 400 million messages sent each day, the company does not have to pay one percent. As with Facebook, users work voluntarily, "(Burman) While Facebook and Twitter now seem like almost basic things, Instagram is the latest fad to join the headlines. Lately no heritable by Facebook, "Instagram is a web photo-sharing and social networking servicethat allows its users to take pictures, apply digital filters on them, and share them on social networking services, such as Facebook or Twitter, on media sites. "(What is Instagram?) For some people, this can be considered as our polaroid generation; The form is designed for iPhone compatibility. While Twitter took the Facebook status updates aspect and capitulated on it, Instagram did effectively with the photo-sharing component and announced on February 26, 2013 that it Reached 100 million monthly users, "100 million people are using Instagram for at least once a month and many are probably using it more often" (Tinner). In addition, about 40 million photos are posted each day, as well as 8500 "likes" per second of site traffic and 1000 comments per second translated (Instagram Press). According to Douglas Rushkoff, a contributor to CNN, "Instagram has increased to a Twitter level, as far as its culture is concerned. It has a new visual language, new manners to share and competitions, collaborative art performances and in the form of personal expression, creativity has been done to advance. Instagram became so popular that Facebook took notice and vibration Buy NI for a billion dollar (yes $ 1 billion) - to increase the presence of your smart phone shortly before its IPO. "(Rushkof).



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What kind of figures proves that the Instagram is a new "this" thing and businesses are taking noticeably. The Instagram provides a platform for businesses to look at businesses behind the scenes and to provide special access to their company - thus the consumer feels more connected and is more likely to continue to support the brand. In the retail world, many companies are using Instagram as a type of e-catalog, although this may not be the best way. "When it comes to Instagram, followers want to see the pictures behind their favorite companies that they will not be able to do through traditional media. For example, Burberry uses his account to post cool images of London, where the company is based, with backstage pictures from photo shoots, unlike their high-end competitors. It posts topical business Image, but does not flood your account with boring pictures of clothing "(Austin). The use of Instagram as a means of promoting business is to provide something to the consumer, which they usually will not experience while walking in a store or even hovering over a website. The goal guardians have to realize that they are part of the company and are "in the loop" with any major event before coming into the mainstream. Through the analysis of Facebook, Twitter, and Instagram, it is very clear why businesses are stopping on the board. These social media outlets determine the daily life of many company's major demographic, so to keep in touch with consumers, they should keep themselves at an angle to do so; By making an accessible, yet professional presence on these sites In particular, social media has a remarkable place in college students' lives. Young adults aged 18-24 are the first generation to play continuously on social media. Surely, older generations are catching up, though many of these young adults are using Facebook since elementary school. Social media has become a common part of their day-to-day life, in the fact that they check their Facebook account first when they wake up or see what's happening through Twitter. In the past, getting the news meant to start television or to read a newspaper. However in today's society, Twitter can be considered as a primary news source.

Fashion Industry in India Taking the reference of Encyclopedia Britannica, "Fashion industry is a multi-billion dollar global businesscommitted to the business of making and selling clothes. Some observers are the fashion industry (which makes 'high fashion') and apparel industry, Makes the fashion of fashion '), but the border between them had become blurred until the 1970s. Fashion was worn only by groups of people at any time Clothing and goods are defined as styles or styles. "(Steel and Major). Today it is clear that the fashion industry plays a big role in the society. People fashion means the form of expression and self-identity there may be substantial differences between expensive, exclusive high fashion and large-scale casual wear in New York and Paris, although selling at the shopping centers of the suburbs. But all the spectra designs of the fashion industry include the same concepts of creation, distribution,



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marketing, retail sales, advertising, and the most rare and expensive haute garments (literally, 'high sewing') and general fashion.

India has emerged as one of the fastest growing fashion markets in the world in the past few years. According to a recent report, it is estimated to grow up to 15 percent CAGR by 2022 and $ 102 billion market for apparel. By 2022, the mobile platform is expected to affect more than two-thirds of both apparel and fashion accessories. Increasing penetration of Internet, social media and e-commerce is now providing consumers with increased access to Tier 2 cities and below, brands. and products say Facebook, KPMG and Nielsen report 'friction to eliminate shopping in fashion'. With less attention span, increased connectivity and acceptance of new technology, consumers are demanding everything with limited effort on one click of a button and any change in hope can cause them to leave the purchase journey. If we think logically, it only makes sense that the fashion industry will always be present. There are more than 8 billion (approx.) people in the world and whether clothes are considered fashionable or not - there will always be a requirement, so some demands will always be present. Many people can argue that fashion is a luxury and the critics are amazed why this is even more important because most of the world cannot even give authentic results. Deep appreciation for fashion involves the understanding of its trends, effects, messages, and history - just like a great art- and perhaps this big thing keeps buyers fascinated. Like fashion, social media is another outlet to express itself. However, this means of expression is in cyberspace. There are many built-in threads that combine both together. For example, the psychological aspect of presenting itself in a certain way is present in both outlets. People wear clothes in a special way to present themselves in front of the world in the manner that the users can arrange their Facebook page, Twitter account or instagram. In addition, the desires to fit and join in present itself through fashion and social media. Fashion consumers want to be a part of it Receive praise from the latest trend and peers, users of social media want their "friends" or "followers" to like their posts and make a comment. In the end, the idea of appealing to the general public is also something that two outlets are common. Today, there are over 1 billion users of social media and minority intervals are almost non-existent. Surprisingly enough, not to use social media is now generally equivalent to an heir of the elite class, inability to access it, as it was in the past. "Many Facebook users actually reveal in their differences from the mainstream; they see it as a distinct social level difference, better taste and identity."



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Methodology

Qualitative

In the primary stages of data collection, it was determined that qualitative research surveys about the effects of social media on fashion consumption would be a beneficial tool to extract valuable information for the design. Due to the wide nature of social media on consumer behavior, interviewing target market representatives helped in focusing on topics of the survey. A total of 10 interviews were administered through the convenience sample. All the interviewers keep their accounts with Facebook, Twitter, and Instagram Some have accounts, but they are not active users, while others have also accounted on the latest video apps known as LinkedIn, & Google Plus. He was asked a similar question and his responses were recorded. Interviews usually lasted for 8-15 minutes and the respondents were male &female students, who were between 20 and 24 years old. Aliases were given to protect the identity of the respondents.

Dependence On Technology

While talking to graduate girl student in Lucknow University about the impact of social media and fashion consumption, it became clear that there is a certain degree of reliance on social media and technology in general. All the interviewers said that they check social media every single day- they get bored some hours or virtually any time; Many times it was included in the premises, waiting in the cafeteria lines, or even before the class started. Some people also claimed that checking the social media was the first component of their daily routine after waking up. A senior vice-president of the university said, "I definitely use social media every day."

Social Validation

A pattern appears in which the people who are interested in a recent or recent purchase expect them to get a response. Almost all the interviewers agreed that if they shared online retail purchases with others in their social networks online - and nobody commented on it - they would feel embarrassed. Receiving "likes" will be a negative, even embarrassing experience. Although the interviewers usually did not post the items they wanted to buy, or about the items they had purchased recently, they were fully aware of materialistic culture. In the Lucknow University we personally knew the users who used to post their social media feed in relation to pictures and / or content goods.

Preference of Sites

Most users said that they enjoyed using sites on every site based on the users they talked with. For example, Facebook looks like primary outlet because it attracts most users and is used as a linkage for springboard and other social media sites.



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Some students described this situation when they said, "The main reason we use some sites on others because we go to the place where I have most friends. The new ones I am not always likely to go there because there are not many friends yet because they are very new, so I want to be with the original-Twitter Facebook, Instagram. "It has been learned that some things are different There are a lot of things on Twitter for news but to keep up with Facebook friends. "Consensus is that social media is used primarily as a way to stay connected with friends. Apart from this, it is a viable new source and does not only mean friends, but to the rest of the world, whether it is about sports, popular culture B fashion, or general entertainment.

Increase In Social Media Usage

All users claim to use social media more now than ever. This may be attributed to 3 main reasons.The first being that these newer social media outlets didn't exist previously, therefore so as to move on all sites, it requires longer. Secondly, in highschool, studentswere in school all day.College allows for much more free time, therefore a majority of this free time is spent consuming social media.Finally, coming to school expands one’s network, consequently there's an exponentially larger group of individuals to follow and continue with. In addition, the whole photo-sharing element of social media has begun. Many users even utilize social media as a kind of virtual yearbook. All interviewees came to consensus when noting the connection between having more friends and being more active on social media sites.

Retailers on Social Media

Perhaps all of the previously discussed content results in a really important conclusion- There could also be opportunities for retailers to spice up business via social media.The prior proves that social media has not only become a big outlet for advertising, but possibly replaced television and print advertisements for a few consumers. Respondents take advantages of sales and promotions posted on social media they're more likely to follow a business if they’re great at social media”, meaning businesses who are creative in reaching their consumers via social media could have a chance to be more successful. Therefore, it's important to notice that buyers are indeed listening to those promotions being posted on social media. An accounting major, though, claimed they disliked businesses on social media for this exact reason- and noted that they preferred social media where an overload of advertisements and random acquaintances were not flooding their newsfeed.

Quantitative Data

In the data collection process, a convenience sample was used consisting of peers at the University of Lucknow as well as family members, and friends at other universities during the even semester 2019. A survey created using Qualtrics was administered to over 200 people. 4.7% of the sample was male and 95.3% was



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female, with an approximate 72% response rate. Participants were asked questions about their social media usage, their habits towards fashion consumption, and their beliefs regarding advertising and promotions via social media. No variables were manipulated. One of the primary objectives of this study was to determine why people used social media outlets in order to explore better ways for retailers to utilize social media from a business standpoint. Answering the question, “Why do you use an online social network?” participants were directed to “Select all that apply” in regards to their motives. 99.9% stated they used it to stay in touch with friends, 80.2% claimed they used it as a source for news updates, 32.1% used social media to receive sales and promotions, and 32.1% declared keeping in touch with celebrities and popular culture was a motive behind social media usage. 6.6% of participants selected “other” and wrote-in responses including “connect with family, to keep in touch with different groups (Facebook groups, messages, etc.), to be connected on a global wide basis, and to promote their business.” Another main objective of this study was to conclude which social media sites are most advantageous for retailers to be present on. It was determined that 99.1% of participants held Facebook accounts, 82.1% were on Twitter, 77.4% were active on other social sites, and 72.60% were on Instagram. 9.4% of participants also stated they were members of other sites such as LinkedIn, Reddit, Vine, Keek, and Wanelo. It is obviously imperative for retailers to be present on the most popular sites.

Respondents were asked questions to gain a deeper understanding of their motivation to use social media. When given the multiple-choice question, “Why do you use an online social network?” Select all that apply, 32.10% of respondents indicated “To receive specials and promotions”. 45.3% agreed to “I often use social media to learn about fashion trends”, and when asked, “Have you ever shared a product through social media that you wanted to purchase?”, a majority of respondents said yes (56.6%). Equally though, when asked, “Have you ever pooled a product through social media that you essentially purchased?, only 44.3% claimed to have done so.

To better assess the likelihood of social media usage actually leading to a purchase, participants were asked a series of questions. Intentions were assessed using bipolar, seven-point adjective scales. The endpoints were “Not likely/Likely”. When asked, “How likely are you to buy a product advertised by a company on social media?”, respondents indicated a fairly negative response with a mean score of 3.86. They were evenly divided with 35% claiming “Likely”, while 34.8% leaning towards “Not Likely.” More specifically though, respondents were asked about their likelihood to purchase dependent on location: online store vs. bricks and mortar store. Regarding social media leading consumers to a retail store to make a purchase, the mean



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response was 4.40 on a scale of 1-7, 1 being not likely and 7 being very likely. 22.6% said they would not be very likely to make the trip to the store, while 59.5% said they would be likely. Interestingly, consumers seemed far more likely to visit a website based upon something they saw via social media. When asked, “How likely are you to visit a retailer’s website because of a product it advertised on social media?, the mean score was 5.31. 12.3% answered negatively, while a substantial 77.3% stated they would most likely visit a website due to social media. Later in the survey participants were asked, “Have you ever procured a product or service based on an advertisement or post on a social network?” 49.1% said they had, and were asked to provide further explanation through an open-ended response option in the survey. In addition to Facebook, Twitter, and Instagram, sites such as Groupon and Living Social seemed to be effective. Finally, to further assess the effectiveness of advertising on social media and ensure consistency among responses, participants were simply asked “Yes” or “No” questions regarding if they had ever purchased a product online or in a store because of something they saw on social media. When asked, “Have you ever obtained a product ONLINE because of something you saw on social media?”, 59.4% selected “Yes”, while 40.6% selected “No.” When asked, “Have you ever purchased a product IN A STORE because of something you saw on social media?”, 60.4% of respondents said “Yes”, and 39.6% said “No.”

Implication Regarding data related to general social media use, it seems that the primary reason for using social media is to keep in touch with friends (99.9% of respondents indicated so). Therefore, for an effective presence on social media, businesses must position themselves somewhat like a friend. This means seeing friends and followers inside with information, fashion tips, and behind the scenes in their world - like a real friend. Reducing this corporate barrier between business and consumer can help a business establish a relationship with consumers and will result in a profit from a business standpoint. Also important, 32.1% of respondents indicated that they use social media to get sales and promotions. It is about one third of users; Therefore businesses should cash in on this free advertisement and let their followers know about any upcoming specials or deals. Ideally, this connection and inside knowledge will attract customers to shop on a website or store. Fashion retailers must work to establish a presence where they can reach the largest target audience. Respondents indicated through the survey that 99.1% were present on Facebook, 82.1% on Twitter, 77.4% on other social sites and 72.6% on Instagram. Because these four outlets predominantly dominate the social media playing field, businesses should focus most on these channels. They should master Facebook, Twitter and Instagram because they are so easily connected and carefully curate their second account. Having another account and allowing patrons to



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"follow" their boards, businesses (especially fashion retailers) can "give" consumers their personal style and in-store personalities; Emphasizing the connection factor many consumers appreciate. More importantly, some sites allow businesses to provide a direct link to their store website and allow followers to purchase the product immediately. While interviewing the respondents, one person said that the site as a whole was the best social media outlet as she could shop directly by clicking on a picture. If a boutique currently lacks a store website, it may be worth investing in due to the ease in which consumers can shop through social media. Inspiration 45.3% of the respondents said that they use social media to learn about fashion trends. In addition to posting about their own products and promotions, fashion retailers should also post about the latest trends and showcase their offerings of these major trends. Also, more than half of the respondents (56.6%) admitted to sharing their desired purchases on social media. Due to the research performed, it was clear that products are partnered more often prior to purchase. Perhaps businesses should offer followers the option to share a certain item to their followers in exchange for the chance to win a discount on that specific item. This simple arrangement will allow a retailer to expand its coverage on social media and lead to more followers. Attitude Promoting the effectiveness of social media advertising is definitely an area of opportunity. Respondents indicated an overall positive attitude towards advertising on social media. However, he indicated that this advertisement may not be very effective; Meaning consumers are not particularly opposed to social media advertising, yet it may not always be a purchase. Regarding the reliability of advertisements posted on social media, respondents held a fairly neutral attitude and demonstrated credibility is not a major issue and they believe what they see. 54.7% indicated that hold retailers who use social media in a positive light. Therefore, any concern on social media that can reduce a store's business or reputation should not be a source of apprehension. Effectiveness As previously stated, the effectiveness of social media is the largest area for opportunity. Only 35% of respondents said that they were likely to make a purchase because of something they saw on social media. Additionally, it became clear that a store website is the key. 77.3% of participants said they would be more likely to buy goods online vs. 59.5% in a store after seeing something on social media. Although there is a slight contradiction. Asked, "Have you ever bought a product due to social media?" Nearly half of the respondents said yes (49.1%), a ratio that exceeds 35% who said they would be most likely to make a purchase. In addition, 59.4% said that they shopped online due to social media and 60.4% said that social media prompted them to buy in a store. These percentages are approximately equal and thus displayed, consumers are equally likely to purchase in a store and online. With



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regard to the implications for retailers, management should really explore its demographic, its purchasing patterns, and whether online or in-store purchases are more attractive. Once determined, they can more appropriately direct traffic from social media. Overall Recommendation The most important findings derived from this study include that social sites can be the latest tool to promote businesses and a store website is certainly beneficial. The convenience of being able to shop comfortably on the back of a laptop or smartphone fits that busy lifestyle that many consumers still do today. The ability to link social media to a store website allows shopping so easily. A customer using social media is able to click on a picture that attracts him or her, and is taken directly to the place where they can purchase the item from the picture. In other words, social media eliminates a lot of the legwork that one has to travel to a store or find the store's website upon one's own entry. Although it sounds cliche, a picture is really worth a thousand words. Another element of social media success one can bring from a marketing standpoint is its extreme visual nature; it works almost exclusively on images. It does not take nearly time for a customer to process an image; therefore promoting business can be very effective. The following details build an effective strategy: Represent the brand: use the logo in the profile and include a brief description of the boutique and its offerings Appeal to the audience: In addition to the curating board of store merchandise, create a board that appeals to shared interests and trends. For example, creating a board of fashion trends or celebrity styles. Business should be careful to stay in focus though; A clothing boutique probably should not have a board dedicated to cuisine or architecture. Be clear: Use simple and concise language when naming boards so that the account is searchable. Set up a business account: Pinterest is now offering a business account that analyzes consumer behavior. It provides information on how many pins are coming from a store website, how many people are "reining" from the account, and other valuable data. Be Effective: Prove that the pictures or pins are actually pointing to the correct location of the website and to consumers in the right way. The goal is to make things easier for the customer to buy something. Facebook, Twitter and Instagram are definitely the "Big 3" social media giants at the moment. It is important to maintain a presence at these sites. However, as technology is constantly changing, it is valuable for retailers to know about current trends. As new platforms emerge, it will be necessary to adapt and use these new outlets. Another noticeable point is that 77.3% of participants said that they would be more likely to buy goods online vs. 59.5% in a store after seeing something on social media. In view of this fact, retailers should work to incorporate a store website in their sales strategies. While this is certainly a major investment for a business, allowing customers to purchase items



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online, not only gives the opportunity to make more sales at a relatively low cost, but greatly extends the geographic reach of a store. Social media is more likely to drive online purchase intentions than store purchase intentions. It is extremely convenient for consumers to browse on social media and click on the link for a good purchase. This significantly reduces the opportunity cost of shopping. The moment one tries to drive to a store, try to look for or buy a good one, and return home, shopping online becomes far away and a good is delivered at the door. This base is beneficial for retailers as it expands their market and allows for growth. However, this can be dangerous for the retailer because many policies may have to be adjusted, such as returns and exchanges, and reduced amounts of in-store traffic. Conclusion The purpose of this research was to explore the ways that social media affects fashion consumption, particularly in a college-age demographic and an area dominated by small boutique vendors. To accomplish this, I undertook general research regarding fashion consumption and social media usage. I used everything from my interview-to-interview questions to gain a greater understanding of how the two are combined through qualitative measures. Finally, the researcher conducted a survey to obtain quantitative data and draw important conclusions about the impact of social media on fashion consumption. The results suggest that social media certainly affects fashion consumption. Not only through trend setting and diffusion of ideas and styles, but also in a commercial way. Retailers should focus on gaining presence on major social media platforms (Facebook, Twitter and Instagram). They should not only use these platforms to share discounts and promotions, but also keep in touch with consumers and build relationships with their key demographic. Based on research, it seems that social media may be the latest and most effective way to drive fashion purchases in a retail environment. .

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The Impact of Social Media on The Consumption of Fashionijaema.com/gallery/23-ijaema-february-3542.pdf · 2020. 8. 27. · Secondary research was used in the initial stages of the