Open AccessThe Implications of Social Media Marketing on Fashion Brand Purchase
Author(s) -
Vijay Viswanathan,
G. Durga Prasad,
S. Louies Praveen
Publication year - 2019
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.b1211.0782s319
Subject(s) - business , social media , customer engagement , marketing , social media marketing , advertising , digital marketing , return on marketing investment , social network (sociolinguistics) , fashion industry , brand awareness , computer science , political science , clothing , world wide web , law
Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.