TABLE OF CONTENTS

Serial No Content Page No

1 Chapter 1 - Introduction 1-4
2 Chapter 2 - Review of Literature 5-11
Chapter3—Theoretical Framework 12-22

4 Chapter 4 - Data analysis and 23-55

interpretation
Chapter5-Findings,Suggestionand 56-60
Conclusion
6 Bibliography 61-63
7 Appendix 1 - Questionnaire 64-68
 LIST OF TABLES

Table No Title PageNo

4.1 Gender wise composition of respondents 24

4.2 Age wise composition of respondents 25

4.3 Occupation wise composition of respondents 25
4.4 Income wise composition of respondents 26
4.5 Classification on the basis of most using social media 27
platform
4.6 Classification on the basis of time spending on social 28
media platforms for fashion related content
4.7 Classification on the basis of most influencing fashion 29
products in social media
4.8 Classification on the basis of Purchase after seeing a fashion 30
products advertised on social media

4 9 Constructs and measures used in the study 32

4.10 Gender and customer perception on social media marketing 35
4.11 Gender and Social media platforms in social media marketing 36
412 Gender and product Preference in social media marketing 37
4.13 Gender and customer satisfaction in social media marketing S8
4.14 Age and customer perception on social media marketing 39
415 Age and Social media platforms in social media marketing 40
4.16 Age and Product Preference in social media marketing 41
4.17 Age and customer satisfaction in social media marketing 42
Occupation and customer perception on social media 43
marketing
4.19 Occupation and social media platforms in social media 44
marketing
4.20 Occupation and product preference in social media 45
marketing
4.21 Occupation and customer satisfaction in social media 46
marketing
4.22 Income and customer perception on social media 47
marketing
4.23 Income and social media platforms in social media 48
marketing
4.24 Income and product preference in social media 49
marketing
4.25 Income and customer satisfaction in social media 50
marketing
4 26 Model summery of regression analysis 52

4.27 ANOVA table showing the regression model fit 53

4.28 Coefficient 54
 LIST OF FIGURES

Figure No Name of figure Page No

4. 1 Gender of the respondents 24
4.2 Age of the respondents 25
4.3 Occupation of the respondents 26
4.4 Income of the respondents 27
4.5 Which social media platforms used more 28
4.6 Usage of social media 29
4.7 Most influencing fashion product in Social 30
media
4.8 Purchase after seeing a fashion products 31
advertised on social media
 CHAPTER 1

INTRODUCTION

BACKGROUND OF THE STUDY

As the emergence of social media advertising most of the businesses has

introduced their brands on social media platform. At the initial stages, fashion
retailers use social media to build a awareness to their brands, with this most of
the businessmen have recognized the importance of social media to reach their
target customers, throughout the past decade, social media advertising has
become much stronger. Also the previous studies convince daddy development
of social media advertising aligns with the fashion industry. As the industry the
term “fashion” could be characterized es n consumer behavioural phenomenon,
surrounding both the tangible and intangible contexts, within the domain of
social media influence diffusion. Similarly the first fashion can be defined as
cheap, trendy clothing that samples ideas from the catwalk or celebrity turns
them into garments in high Street at breakneck speed. In terms of fast fashion,
it always bonded with the youth and trendlines whereas fashion acts as a sign
and aid differentiate social identity, taste standard culture capital. According to
kozinnets, Andrea, Sarah & Valack, they found that both the social media and
social media platform contribute a every stage of the consumer decision making
process model. Therefore the “fashion conscious “people will aware quicker
than others. Traditional media such as printed media, radio, television
advertising are replies to by social media advertising which has become an
important channel of marketing campaign. Considering the Kerala's first
fashion industry, they have gained a strong global reputation for the ethical
production by of high quality apparel, such as Victoria secret, GAP, Liz
Claiborne, Next , Jones New York, Nike ,Tommy Hilfiger. Pink, Triumph, Ann
Taylor, Marks & Spenser, Boss etc. Not only that there are some local fashion
chains like no limit and the odel introducing their own brands such as “Louis
Vuitton” and “Adidas” similarly the other fashion brands like Kelly Felder, G
flock. Doing their business in a different way, they are highly positioning their
products into the up market moreover, those companies are more forced on
providing Kerala'swithclothingthatsuitsthelocalconditions,consideringfashion
industries now almost the fashion chains do their maximum to the capture the
competitor’s market, as a result of it they use social media for their
advertisement the camping's That influences, Kerala's passion retailers are in a
silent war to attract consumers towards their brands at the same time.Gerald
identified that the 71% social media uses are more like to make purchase based
on social media accounts, he also found that the millionaires are considered to
be the generation that spend most of their time online, with social media
influencing 47% of their purchases. There can be seen an ever more increasing
impact on social media advertising on consumer buying behaviour
.

STATEMENT OF THE STUDY

The study about the influence made by social media marketing on buying
behaviour of fashion products

*What are the different types of social media advertising used in fashion industry?

*What are the impact of social media advertising own consumer buying behaviour
of fashion
production?

*Which are the best social media advertising practices to influence consumers in
fashion industry?
*What are the draw back of this social media advertising techniques?
*Whicharethebenefitsgainedbyboththeconsumersandsellersfromsocialmediaadvertis
ing?

SIGNIFICANCE OF THE PROBLEM

Studies findings provider valuable insights to fashion retailers regarding the

current consumers buying behavioural patterns and the consumption pattern
words the fast fashion industry. Since the high competition in the industry,
fashion retailers highly compete with each other, relatively they are
spending thousands for advertising agencies to promote their brands, follow
for they need to follow best practices to attract consumers what's their
brands, accordingly fashion retailers, marketing managers, brand manager
in fast fashion industry benefited to the findings not only that general public
also benefited through this by expanding their knowledge.

3
 OBJECTIVES OF THE STUDY
*To find the impact of social media on buying fashion products on consumer
perception

*To identify the best social media advertising practices to influence consumers in
fashion industry

*To identify the fashion products preference in social media.

*To understand consumer satisfaction of using social media for purchasing fashion
products.

RESEARCH METHODOLOGY
It is an empirical study based on both primary and secondary data. Primary
data was collected through a questionnaire, using a convenient sampling
technique ,6() sample respondents were selected. The secondary data used
in the study were collected from journals, websites and other publications.
The collected data was analysed by using statistical and mathematical tools
and techniques like percentage, mean, ranking etc .. Statistical package for
social science (SPSS) software was used during the process of data analysis.
The results of the analyisis of data are presented in the form of tables and
graphs

LIMITATIONS OF THE STUDY

*Measuring the impact of social media advertising on consumer buying
behaviour, it is limited only to fashion industry, therefore generalising
the findings need further investigation for other contexts.
*Sample size of the study is limited only to 60 respondents, which might
not be capable of getting accurate outcome from large population.
*Geographical area for the research will be limited only to the Kottayam
municipality therefore, generalising the research need further investigation.
*Since the convenience sampling techniques used researchers biases can
be found, therefore that can identified as the limitation of the study.
3
 HYPOTHESES
HI: Customer’s perception about social media marketing have no significant
impact on customer satisfaction.
H2: Social media platforms in social media marketing have no significant impact
on customer satisfaction.
H3: Product preference while using social media marketing have no impact on
customer satisfaction.
CHAPTERISATION
181 CHAPTER1—INTRODUCTION

The first chapter of this report is an introductory chapter. Which includes an

introduction ,objective, statement of the problem, methodology, limitations
etc..

1.8.2 CHAPTER2—REVIEWOFLITERATURE
The chapter contains literature review which is conducted by the research for the
study
1.8.S CHAPTERS—THEORETICAL FRAME WORK
This chapter includes a conceptual framework of the project topic
“A study on the causes of unemployment among the commerce
graduates with special reference to Kottayam district“
CHAPTER4—DATAANALYSISANDINTERPRETATION
This chapter displays the objective wise analysis and interpretation of the data

CHAPTER5—FINDINGS SUGGESTIONS ,AND CONCLUSION

The last chapter highlights the summery , findings, suggestions ,and
conclusion of the study.
4
 CHAPTER II
REVIEW OF LITERAURE

The study deals with the influence o1social media marketing on buying
behaviour of fashion products among youngsters. Support and enrich
the theoretical orientation of the present study, was made to review
similar and relevant past studies and literature available in website,
books, lTiagazines and other sources.

SmritiTripathi(2019)
Her study found that the impact of social media on consumer buying
behaviour has become a favourite topic among the researchers across
the world. The current paper aims to dig deeper into the impact of
social media on buying behaviour of generation Y at the same time
finding the factor influencing the buying of fashion apparel on social
media platform. In this paperthe researcher has made an atom to
review previous studies to present the trends, factors and the benefits
of social media platform for buying fashion apparel by generation Y
consumers.

S Sudha,K Bharthi(2018)
Their study found that the purpose of research is to be study the
association betweensocial media factors towards impulsive buying
behaviour of apparel amonp• the consumers in Chennai city. There are
three important social media feature are being acknowledged like
(media entertainment social interaction ,mouth)which are endogenous
variables in the study and the consumer impulsive by behaviour as a
endogenous variable. Each of the social media factors was tested using
SPSS software.

Fazal Ur Rahman, Basheer M AI-Ghazali(2022)

Their study found that to evaluate the influence of some unique
characteristics of social advertising(such as informative, entertainment
,credibility ,ease of use, privacy, and contents) individual factors (such
as market Maven, stability open minded ,agreeable and materialism),
and brand image on behaviour of Malaysian consumers.
D Dewi, M Her1ina, AEMB Boetar (2022)
This study found that is to understand the influence of social media in
marketing on brand awareness, which in the end inlluences purchases
intention in fashion industry. In conclusion, a branch can influence purchase
intention significantly by utilising social media this works by stimulating
brand awareness to consumers to influence purchase intention.

Ashika Anil Binod Sinha, Vimal Bhatt (2020)

Their study found that branch name is observed as the most influential factor
which induced purchasing decision among consumers. When a consumer
has a good purchase experience through social media platforms it ultimately
induced them to recommend their purchases to others as well. This study
also reveals that social media marketing is the most popular and preferred
form of digital marketing today and contributes to different theories and
marketers who wish to work ina similar field on marketing.

Khanda Gharib Aziz, LavaJabar, Darya Wahbi, Rayan Luqman(2023)

Their studies found that two examines the effect of social media and
influential personalities within social media on women's buying behaviour
and the extent to which social media influences women's buying behaviour
the results show that part of women's buying behaviour is determined by
social media marketing. Other changes are attributed to other factors that
influence women's buying behaviour.

J Michael Sammansu, MrsRunuTantuway(2020)

Their study found that social media is a powerful tool used by individuals
and businesses for communication. A very small /big company has a
presence on social media. Through social media the companies can easily
respond and act according to the feedback of the consumers. Previously men
were more attracted towards purchasing online, but nowadays women have
also started doing the same. For a woman 6 factors like trust, peer group