• LAKSHMANA GOWDA B.H

This study examines the impact of social media advertising on consumer buying behavior within the fast fashion industry, focusing on a sample of 100 respondents from Bengaluru Metro City. The fast fashion sector has experienced exponential growth, with social media platforms becoming pivotal in marketing strategies. However, the precise effects of social media advertising on consumer purchasing decisions remain a topic of significant interest. Through a comprehensive survey-based approach, this research aims to investigate how social media advertising campaigns employed by fast fashion brands influence consumers' attitudes, preferences, and actual buying behaviors. Through statistical analyses of the collected data, this study seeks to uncover patterns, correlations, and significant associations between social media advertising exposure and subsequent consumer behavior. The findings are anticipated to provide valuable insights for both fast fashion brands and marketers aiming to optimize their social media advertising strategies to enhance consumer engagement, drive conversions, and establish enduring brand-consumer relationships. Furthermore, the study contributes to the broader understanding of how digital advertising channels impact consumer behavior in the fast-paced and dynamic realm of the fast fashion industry. This research provides valuable insights into the complex interplay of factors that influence consumer buying behavior in the fast fashion industry in Bengaluru Metro City. Brands can leverage these findings to refine their advertising strategies, enhance consumer engagement, and ultimately drive conversions in a highly competitive and dynamic market.

Social Media, Advertising, Consumer Behaviour, Fashinon Industry

"Influence of Social Media Advertising on Consumer Buying Behavior in the Fast Fashion Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 4, page no.n28-n35, April-2023, Available :http://www.jetir.org/papers/JETIR2304F05.pdf

"Influence of Social Media Advertising on Consumer Buying Behavior in the Fast Fashion Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 4, page no. ppn28-n35, April-2023, Available at : http://www.jetir.org/papers/JETIR2304F05.pdf