The fashion industry is stimulating itself by social media and fashion blogging. Social media has built an open channel for communication between citizens and organization. It has becomes easy in this world that the organizations can communicate to citizens and vice versa through social media by Facebook, twitter and Instagram. Social media marketing is not considered as a new aspect and it is still considerably a developing and evolving topic in the field (Aral, Dellarocas and Godes, 2013). Social media has become wide and numerous businesses use it to promote their products and services worldwide. The world has become advanced and from younger to elder, all use social media. The advertisement of products and services through social media can be effective to make customer aware about the products and services and they can buy the products from all over the world (Fita, 2012). For the research the topic has chosen “Impact of social media advertisement on purchasing behaviour of consumers: A case study of the fashion industry in Sydney”. The literature review will reflect the discussion over this topic with taking help of journals and articles.
The main objective of this research is to explore the way of social media advertisement and it impacts on purchasing behaviour of consumers in the context of the fashion industry. The aim of the research is to serves as an indicator to companies of fashion industry that how they can tap into the process of decision making through social media.
The scope of the research is to focus on the geographical areas and to reach individuals ranging in different age and groups within Sydney. Social networking is essential for communicating with each other and so it is also been used by the businesses to communicate and share the information with different parties of the business.
Social media is considered as the driving force in the today’s business environment and it is a kind of media which interconnect the viewers or readers by social media platform such as Facebook, Twitter, You Tube, Instagram etc. it has become the medium to interact between customers as well as potential customers. It facilitates to flow the message in the target market so that the selected target market can be approached. It has been studied by Kim and Ko, (2010), that social media marketing is a tool which can support luxury fashion brands. It has been found that the all properties are linked with the social media marketing of the fashion brand that has nature of luxury can enhance the customer relationship and the effective intention of purchase of customers, with the entertainment component being most extensive. It has been argued by Fuchs, (2017), that the use of social media marketing is considered as a proper way of retaining the loyal customer who is connected with a brand for a long period. It has been analyzed that there are five constructs of apparent activities of social media marketing of luxury fashion brands by involving interactions, entertainment, customization, word of mouth and trendiness. The impact of these constructs on relationship equity, value equity and brand equity are affirmative. It has been found that the brand equity has the negative influence on the customer equity. It reflected that the value equity and the relationship equity do not have any significant impact on the fashion industry. Hajli, (2014), stated that the social media advertisement helps to provide a practical guide for better forecasting the potential consumer purchasing behaviour of the customers.
Sydney has a different and unique fashion style that has to be cleared to differentiate from European fashion lines. It has been found that the trend of fashion in Australia has a more casual approach. Fashion is classified from dress by its features in that is been created, on contrast it shows the existing styles in the society rather than based on function. Fashion can be categorized by cut, cloth, garment styles, interpretation of looks and colors. The fashion in Sydney is based on latest approach and there are various fashion designers that have been encouraged by an astonishing range of fashion textiles and the influences of cultural (Craik, 2015). There are so many designs which has been accepted and liked by all over the world and the creation of design done by well-known personality such as Wayne Cooper, Akira Isogawwa, Carla Zampatti, Nicola Finetti and Lisa Ho and they are in global demand. It has been found that the Sydney women know what they want to wear and they explore their so uncountable time to find new styles over the internet. The attitude of the people of Sydney about fashion is that they want comfortable cloths and favor a casual attitude. It has been found that the women of Sydney are mostly tall and having good figures, which defines that they can wear jackets and pants (Godart, 2014).
Social media advertising is an approach in which many fashion brands has reached at peak. It is effective strategy to attract number of customers and those people who are fond of fashion (Oyza and Edwin, 2015). Along with that social media provides the platform to the business for introducing their products and services at one place with comparison so that the consumer can choose what they desire. There are various social networking sites such as Facebook, Myspace and many more where individuals are able to connect with others. Social media is considered as a definition of giving customers voice. In the context of information acquisition in the decision making process, internal as well as external forces may influence the decision of purchaser. It has been explained by Hudson and Thal, (2013), that internal sources of information are prior adopters of the new trends in fashion industry by analyzing, customizing, spreading and filtering word of mouth and acting as the role model in the market. It has been fund that the individuals are likely to utilize the same traditional media channels to go through with the deep information about the products in positive as well as negative manner (Rodriguez, Peterson and Ajjan, 2015). There are various online platforms dedicated to letting customers for complaining in against of products which is not good for use, for instance, blogs are considered as media for compliments about the services and products and it has been researched that most of the customers can link with company and its products through online referral.
Consumer decision processes are containing five factors in it such as problem recognition, information search, evaluation, purchase decision and post purchase behaviour. Problem recognition takes place where consumer identifies the difference between desired and actual state of affairs. It has been analyzed that the decision regarding purchase of buyer is not made on urgent basis; they explore the information about the products and services in other brand. In that case the role of social media is crucial because the advertisement process of social media helps consumer to identify the difference between products by viewing the entire features of the products (Shafigullina and Palyakin, 2016). The impact of social media advertising on the decision of purchasing behaviour of consumer is advantageous. In that term it has been discussed by Solomon, (2014), that information sources can be categorized into two types that is internal and external. Internal search refers a former information and experience of person will outcome in potential behaviour that the consumer will be likely to grab. Basically, competitive brand of fashion industry offers alternatives for consumers who are ready to search the best answer to resolve their issues or needs; even they might provide the same products and services to the customers. Evaluation of alternatives is the third step of decision making process of buyer that defines the option to consume products from different brands. Social media advertising platform offers an individual to opt as per their needs. After that final decision is made in which consumer finally decides that what he needs and from where. Goh, Heng and Lin, 2013), suggested that while evaluating the course, consumer has to suffer between two factors that is purchase intention and purchase decision. It has been found that after the consumptions, the consumer has to face various challenges in the form of satisfaction level or dissatisfaction level. Social media has linked customers by enabling them to engage in conversations (Hajli, 2014). With the help of social media advertising, consumers can interact with each other and get information from the products by online customer support. It has been analyzed that there are various companies such as Amazon, Wal-Mart and Alibaba which provide the latest trends online with providing feature of the products that enable consumer to evaluate the features and put them as per their comfort ability (Ashley and Tuten, 2015). Along with that the fashion has changed rapidly and youth of Sydney prefer latest clothes, shoes, accessories and so on in latest trends. Advertisement of products through social media advertisements make aware consumer about the latest trends and they can buy what they want. There are numerous enormous brands such as Pepsi, Adidas, and Dominos, who have used social networks to their advantages and get success.
It has been analyzed that individuals apply various social media tools like online forums and communities, ratings, recommendations, reviews and to communicate with other users online. In fact, individuals have trust on social media advertisement and they attract online to exchange information and attain social support. Vinerean, et. al., (2013), stated that reviews are considered as the key zone that have appeared from social media. Customer reviews are essential for fashion industry and the reviews of customer provide beneficial factors to customer as well as companies. Customers are actively motivated by companies to rate and review products and services online so that they can make other potential customers. Good rating and reviews help to enhance the online sales by attracting number of customers because in the first stage of purchase customer explore the features and ratings of the products and in that case the customer review play a huge role (Okazaki and Taylor, 2013). These kinds of activities are liable to develop electronic word of mouth and this word of mouths facilitates customers in their purchasing decisions. It has been researched that the reviews of customers have grown rapidly on the internet. Amazon.com is the good example in which it ties up with various multinational brands of fashion to provide the one platform to the customers for exploring latest trends (Kumar et. al., 2016). It has more than 10 million customers review which help to develop the number of customers and facilitate them in their decision making process. There are other examples of social media that is online communities and forums. Online communities are referred the place where people share and attain the knowledge about products and services. Potential customers are used another tool of social that is recommendations. The research has reflected that the potential customers are more fascinated in the recommendation of other users rather than simply vendor-generated product information. Thus, these kinds of information and interactions are helpful to enhance the level of trust of customers and decrease the potential risk of online purchasing.
The fashion industry in Sydney is different from others and the dress of people influenced by the experience of living in rugged country as well as modern leisure activities like surfing, swimming and beach culture. The popular fabric in Sydney is moleskin and drill cotton. It has been researched that the nature of virtual world is acting like electronic environment and it is an essential development of Web 2.0, and it is innovating way of sharing and developing information on the internet. It helps to interact with customer so that they can solve their query regarding purchasing and attain the information about the products and services. It has power to help human interactions for social and commercial aim. One of the major characteristics of virtual world is learning by doing, which helps users to learn in virtual space. Social media facilitates to individuals where individuals can easily post information of their experiences, there can be situation arise of challengeable where the content can be posted by anonymous. It raised the concern for fashion industry to share the anonymity of some users in determining the quality of the information and the related content shared by customers.
It has been found while studying that At the Sydney Olympics in 2000, the design and indigenous motifs are used in huge manner as well as impact on designs which concurred with a more complicated and it has a sense of national identity. Numerous designers are called for ceremonial outfits which were Peter Morrissey, Jenny Kee and Linda Jackson. Trust is considered as a cornerstone in progressing e-commerce. In the context of business to customer relationship, the role of trust is essential in assessing risk in the transaction. The importance of trust is huge in e-commerce. There are various meaning of trust which are based on various dimensions such as integrity, benevolence, ability and competence. There are two kind of dimensional measurement scale for trust such as competence and benevolence competence. It has been analyzed that the fashion industry is not stable and the changes take place in this industry day by day and social networking site is only medium to reach vast range of population at one time. It is necessary to have trust on social media which influence the intention of buyer’s decision. When the trusts of potential customers are motivated to trust in vendors along with trust in the SNS itself, they are ready to buy likely by social sites. The impact of social media on purchasing behaviour of customers is dependent on the other user’s review and feedback. Fashion industry is influenced by latest trend and social media advertising facilitates it to enhance the customer’s selling.
From the above discussion by various authors on Impact of social media advertisement on purchasing behaviour of consumers, it has been concluded that the role of social media advertisement on buying behaviour of customers especially in the term of fashion is important. The nature of fashion industry is not stable and the changes in this industry are evolved day by day. The research has reflected that the key role of trust in e-commerce. The major managerial implications of this research are to maintain and build the trust by social media for online vendors. Sydney has a different and unique fashion style that has to be cleared to differentiate from European fashion lines. Social media advertisement aids to customer for buying product after evaluation and comparison with other brands.
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