This document discusses a research study on customer perception of social media marketing in the fashion industry. The research objectives are to understand how social media influences customers and affects the fashion industry, and how the fashion industry uses social media marketing. The study will examine the relationship between social media marketing as the independent variable and metrics like revenue and customer buying behavior as dependent variables. A literature review covers topics like factors influencing consumer behavior and the role of social media in the mobile app fashion industry. The methodology will use descriptive and causal research designs with a sample size of 104 customers surveyed using a convenience sampling method and questionnaire.

1. CUSTOMER PERCEPTION 0N
SOCIAL MEDIA MARKETING
IN FASHION INDUSTRY
BUSINESS RESEARCH METHOD
Submitted by: -
Nitesh Kumar
Parshant sharma
Reva Mittal
Shiv Shankar Thakur

2. Introduction
Social media is an emerging platform that enables brand recognition and popularity for
designers in the fashion industry while contributing to the interactivity of companies
and consumers. Although better adopted by parallel industries, the fashion industry
lacks industry-wide standards regarding the success and use of social media tools,
including Facebook, Twitter, Instagram, and Pinterest. Social media is a public venue
that promotes transparency and feedback. According to Lee (2009), “while fashion
brands and retailers are still grappling with social media in terms of controlling brand
perception and establishing metrics to measure its marketing value, they have used
Twitter, Facebook, YouTube and other social communities to develop digital marketing
strategies to drive online sales and retail store traffic”.

3. Research Objective
1. To know the customer perception towards social media.(9)
2. To know “how the social media influence the customer”.(13)
3. To know “how the social media affect the fashion industry”.(17)
4. How fashion industry use social media marketing.(7)

4. Statement of the Problem
 Fashion changes from culture to culture, so people consciousness and consumer buying behaviour may
also likely vary.
• Social media poses an opportunity as well as a threat to the image of the luxury fashion brand in front of
the consumers. Social media marketing does communalize the brand and bring a prospective consumer
much closer to the brand. . Using social media for marketing luxury fashion products and doing so in the
interest of the brand has become a serious challenge for the luxury fashion brands. Few brands have not
made their presence felt on social media platforms in order to keep their product and market niche .
However, the increasing activities on social media, the cost effective marketing tool that it has become and
the increasing presence of potential customers has made it imperative for luxury fashion brands to utilize
social media and incorporate SMM into their marketing mix. Therefore, the purpose of this research paper is
to alleviate these concerns by understanding whether a luxury fashion brand receives positive or negative
promotions by extending its marketing activities to social media platforms.

5. LITERATURE REVIEW
• Factors Influencing Consumer Buying Behaviour: A Case Study
By E. Thangasamy & Dr. Gautam Patikar
Nagaland University, India
• A STUDY OF CUSTOMER EXPERIENCE ANALYSIS AND SOCIAL MEDIA MARKET IN MOBILE APP IN FASHION
INDUSTRY
Dr. Bhoomi Sitlani
Faculty of School of commerce
• CONSUMER’S BUYING BEHAVIOUR TOWARDS ONLINE SHOPPING A CASE STUDY OF
FLIPKART.COM USER’S IN LUCKNOW CITY
Prashant Singh
Ph. D Research Scholar, Lucknow University, India
Email: prashant983singh@gmail.com

6. LITERATURE REVIEW
Title: - customer Behaviour towards social media marketing
Author: - sajjad hussain
University: - mewar university
Title: - cutomer perception towards social media marketing techniques in rural
area
Author: -jojo joy
University: - NI university
Title: - consumer perception towards social media advertising
Author: - Bindia daroach
University: - “dav university”

7. INDEPENDENT VARIABLE: - Sales, Advertisement & social media marketing
DEPENDENT VARIABLE: – Revenue, growth & buying Behaviour
HYPOTHESIS: -
1. Relational hypothesis:-
(a). Directional hypothesis: - “higher the social media marketing, higher the revenue of fashion industry”
(b). Non directional: - “advertisement can affect the buying Behaviour of customer”
2. Alternate hypothesis: - “there is relation between “IV & DV”.
HYPOTHESIS

8. VARIABLE
 Independent Variable
• SOCIAL MEDIA MARKETING.
• THE CHANGE IN TRENDS OR FASHION IN THE FASHION INDUSTRY
• THE CULTURAL ACCEPTANCE OF THE BRANDS
 Dependent variable
• The share wallet of customers
• The buying behavior of the customers

9. METHODLOGY
DESCRPTIVE RESEARCH :-
It is a descriptive Research design a researcher we had to study the population. This design is appropriate for a
study that aims at describing the current situation. It helps in achieving the objective of validating facts.
CAUSAL RESEARCH :-
There is a cause and effect relationship between Indirect Variables and Direct Variables. Causal Design helps to
determine causality; it is important to hold the variable that is assumed to cause the change in the other
variable constant.

10. Sample Size
• Sample size refers to the numbers of respondents researcher have selected for the survey.
• WE have selected 104 sample units from market and individual customers.
Sample design
The sample design provides information on the target information and final sample sizes.
we used conveyed convenient sampling surveyed in research.
Sampling method: - here we use probability sampling method because the sample
elements are known to us.
Sampling

11. Questionnaire
1. Age basis distribution of respondents.
o 18 to 25 years old
o 26 to 35 years old
o 36 to 45 years old
o 46 to 55 years old
2. Gender basis distribution of respondents
o Male
o Female
3. Distribution of respondents on the basis of education
o Primary Education
o Secondary Education
o University Education
o Master or PHD Education
4. Are you aware about social media marketing?
o Yes
o No

12. 5. Do you observe latest fashion trends while surfing on social media
Yes
No
Sometimes
6. Which social site attracted you most?
Facebook
Instagram
Twitter
YouTube
Others
7. Which of the following social media is best in marketing in Fashion Industry?
Facebook
Instagram
Twitter
YouTube
Any other
8. In which form would you like to see advertisement on social media?
Photo
Video
GIFs
Other

13. 9. How much do you agree that social media helps into acquire information about fashion brands?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
10. Social media marketing plays vital role in Fashion industry to attract the customer
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
11. What is your opinion regarding social media marketing in fashion industry?

14. 12. Does the social media marketing makes it easy for the customer to find the relevant product
 Very easy
 Easy
 Moderate
 Difficult
13. Customer get more attracted by social media marketing then other mean of marketing
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree

15. 14. Do you prefer social media marketing over other marketing sources?
Yes
No
Sometimes
15. Do you think companies should post new data every time on social media
Yes
No
16. How much do you agree that social media helps in acquiring information about fashion trends?
1 2 3 4 5
17. Does social media helps company to grow?
Yes
No
18. Does social media marketing affects you perception towards fashion?
Yes
No
Sometimes

16. THANK YOU