An Empirical Study Of Social Media As "A Supporting Pillar" For The Fashion Industry

Abstract

Fashion industry is at boom today because of its increased visibility and approachability to the customers. Social media (SM) is a platform which provides such visibility and enriches the experiences. As more fashion professionals turn to online media sources, connected features that connect designers to their clients and consumers are revolutionising the industry. These stages must make the industry more accessible to the general public and fashion customers by engaging and educating them about latest trends in industry.  In the present study an empirical investigation was done to explore the Social media (SM) factors affecting the fashion industry. An exploratory cum descriptive study was conducted in Delhi/NCR region. A sample of 420 respondents was collected from the cities and the coronach alpha i.e. reliability α = 0.79 was calculated.  Principal component analysis was used to undertake an exploratory factor analysis, which looked at four factors: SM marketing, blogs/websites, branded mobile apps, and email marketing. It was found that all these factors have an ultimate effect on purchasing decision of consumers. Thus a SM factor adds value to the fast fashion paced industries and increases the brand value.