UGC Approved Journal no 63975

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 8 Issue 7
July-2021
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

7.95 impact factor calculated by Google scholar

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Published Paper ID:
JETIR2107715


Registration ID:
313226

Page Number

f776-f804

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Title

Impact of social media on the purchase intention in the apparel industry

Abstract

Purpose- This research paper's aim is to determine the effect and effects of social media on millennials' purchase intentions in the apparel and clothing industries Methodology- The study uses primary data collection through a standardized questionnaire from 60 respondents of XIME Bangalore. The respondents are selected using convenience sampling method. Various types of inferential tests is done on the primary data using MS Excel 2016 and SPSS 23.0 software. Findings- Based on the findings, it is advised that apparel brands work to increase their Brand Equity and achieve more frequent customers through electronic word-of-mouth marketing (e-WOM). It is recommended that they add creative and sharing material to their social media platform to keep the customers engaged and entertained. Research Limitations- It was conducted among XIME's students in Bangalore, who may not be typical accurate representation of India's millennials. Concerning the fact that there are about 400 million Indian millennials, a finding that holds true in just the Indian population can't be extrapolated to all people with any kind of diversity, which is bound to be seen in large populations. Originality/value- Since there has been no specific research conducted in India to discover the effect of social media on the purchasing decision of millennials with respect to the clothing industry, there are currently no statistics that address this problem.

Key Words

e-WOM, Purchase intention, Relatability, Brand Equity, Apparel, Social media, Social media influence

Cite This Article

"Impact of social media on the purchase intention in the apparel industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 7, page no.f776-f804, July-2021, Available :http://www.jetir.org/papers/JETIR2107715.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Impact of social media on the purchase intention in the apparel industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 7, page no. ppf776-f804, July-2021, Available at : http://www.jetir.org/papers/JETIR2107715.pdf

Publication Details

Published Paper ID: JETIR2107715
Registration ID: 313226
Published In: Volume 8 | Issue 7 | Year July-2021
DOI (Digital Object Identifier):
Page No: f776-f804
Country: -, -, India .
Area: Engineering
ISSN Number: 2349-5162


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