Influence of Social Media Marketing on Consumer Buying Behaviour in Fashion Industry

This research report explores the influence of social media marketing on consumer buying behaviour in the fashion industry, with a focus on Charles and Ron. It aims to understand the key concepts of consumer buying behaviour, the significance of social media marketing in the fashion industry, and the impact of social media marketing on consumer decision-making. The report also provides recommendations for overcoming challenges associated with social media marketing.

RESEARCH PROJECT

CHAPTER 1- INTRODUCTION....................................................................................................3
Background..................................................................................................................................3
Aims and objectives.....................................................................................................................3
Rationale......................................................................................................................................3
Significance.................................................................................................................................4
Structure.......................................................................................................................................4
CHAPTER 2- LITERATURE REVIEW.........................................................................................6
CHAPTER 3- RESEARCH METHODOLOGY...........................................................................12
CHAPTER 4 – DATA ANALYSIS AND INTERPRETATION..................................................19
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................34
Conclusion:................................................................................................................................34
Recommendation.......................................................................................................................35
REFERENCES..............................................................................................................................38
APPENDIX....................................................................................................................................40
QUESTIONNAIRE...................................................................................................................40

CHAPTER 1- INTRODUCTION
Title- To assess an influence of social media marketing on consumer buying behaviour with
respect to Fashion industry: A study on Charles and Ron
Background
Social media marketing referred as the use of online platforms by the firm in order to
connect with its target audience for the purpose of building e brand value, increasing sales and
driving for website traffic. It involves publishing the great content on digital website, engaging
more and more followers, assessing results and running advertisement on social media (Lim and
et.al., 2017). The current research report is based on Charles and Ron, operating as a fashion
company in entire UK. Moreover, the report presents a detailed review on the effect of digital
marketing on the buying behaviour of consumers.
Aims and objectives
Aim
“To analyse an impact of social media promotion on the buying decision of the
consumers in context of Fashion industry: Report on Charles and Ron”
Objectives
 To understand the key concept of consumer buying behaviour
 To identify the significance of social media marketing with regard to fashion industry
 To determine the impact of using social media marketing on the decision-making process
of consumer
 To recommend corrective measures for overcoming the challenges associated with social
media marketing
Rationale
The reason behind conducting this study is to understand an impact of social media
marketing on the buying decision of consumers. This study helped the scholar in knowing the
positive and the negative effects of the social media along with a concept of consumer’s buying
behaviour. Furthermore, it also develops a better understanding of the researcher in relation to
influence of online promotion on the purchasing decision of consumers. Also, this research is of

the interest both in personal and academic interest of the research and because of this the
researcher has selected this topic. It is so because of the fact that the researcher wanted to gain
knowledge that how the social media marketing affect the consumer decision making to a great
extent. Also, this research will help the researcher in gaining the knowledge relating to the
benefits and impact of the social media over the business.
Significance
This research will help the organization in assessing an effect of digital promotion on its
sales and customer base. It also enables other investigators who are looking for making the study
on this particular problem and also the students who are preparing for thesis on this specific
issue. Also, this research is of significance to the company on which the research is being
conducted because this will assist the company in identifying some strategies for increasing the
influence of social media over the consumer decision making. Also, this research is also of
importance to the other competitors of the company on which the research is being conducted.
This is majorly pertaining to the fact that when the research will be conducted and the
recommendation made to Charles and Ron can also be used by the similar companies working in
the same industry. In the end also this research will be of significance to other researchers and
scholars who are also working on the same or similar research topic. Then in this case the current
research can be treated as a base for the new research.
Structure
Chapter 1: Introduction
In this chapter, aims and objectives are framed along with the description regarding the reason
behind making the study and importance of the study.
Chapter 2: Literature review
In next chapter, an in depth review is made based on the research problem and objectives framed
with respect to the study. Moreover, this section provides a detailed assessment of the topic by
highlighting all the aspects with regards to the issue.
Chapter 3: Research methodology

Referring to this chapter, various methods have been adopted for the purpose of making the
study more reliable and valid. It includes an application of several approaches and philosophy so
that better results and findings can be drawn by the researcher.
Chapter 4: Data analysis
With respect to this chapter various themes are been created based on the questionnaire prepared
specific to the problem for taking responses of participant and for evaluating results from the
analysis.
Chapter 5: Conclusion and recommendations
Under this an overall summary of the report is been presented in addition to it suitable measures
are also been recommended to the organisation with regards to overcome the challenges
associated with social media marketing.

CHAPTER 2- LITERATURE REVIEW
Theme 1: Understanding buying behaviour of consumer
Voramontri and Klieb (2019), reviewed that consumer behaviour in terms of buying
signifies as an approach of the consumers in relation to buying the product. Therefore, marketing
efforts also focuses on consumption of the consumers with respect to the services, activities,
ideas etc. It is very important for the marketer to understand the manner in which consumer buys
the product. It includes understanding the set of the decisions which the consumer makes over
the time. It refers to the process in which an individual or the group select, dispose, use, ideas,
experiences and the services for satisfying the needs and desire of customer. It is the scientific
learning of the manner in which people make purchases, prefer to buy, time at which they
requires to buy and the reason behind buying. It combines components from anthropology,
psychology, economics and sociology. It made an effort for understanding the decision process
of buyer individually as well as in form or groups. It examines the special features of an
individual consumer like demographics, behavioural and psychographic variables in attempt to
understand need of people. It also includes assessment of influences on consumer with help of
the groups like friends, reference groups, society and family.
But in views of Parker and et.al., (2019) there are various factors that influence buying
decision of the consumers that includes internal and the external factors. The major factors that
influence purchasing decision of consumer are motivation, attitude of the consumer, self concept
& personality, ability for remembering and the channel by which an information is been
processed. The other factor includes cultural, social, personal and family influences. Culture
relates to ideas, values, attitude that allows the people in communicating, evaluating and
interpreting as the member of community. Each and every culture is having the smaller groups
who same beliefs and values t the common life situations & experience. Such group of
consumers play an important role for the marketers as most of these subcultures made an
essential sector of market. There present some of the specific social class in each and every
community. Different country has different class system with respect to its ratio & distribution
point.

The other most vital factor is social factors that affects the behaviour of consumers is the
social groups that are made of the small groups, social status and social roles. Such group has a
direct influence on individual buyer that is membership of an individual in the particular groups
that serve as an indirect or the direct points of the comparison or the reference in form of the
person’s attitude or the beliefs. This indicates that in order to maintain status symbol, buying
decisions of the consumer changes and they are more likely to purchase higher price or trendy
products in the market. Several personal features like gage, lifestyle, occupation, financial, and
personality also has a great influence on the consumer’s decision of buying the product. Shifting
in demand of the person for a product majorly depends on financial situation and the occupation.
Life of an individual affects people’s activities, opinions and an interest that impacts the
product’s choice. All the people have unique personality of the different features that is often
indicated with the traits like sociability, autonomy, self-confidence, dominance, defensiveness,
aggressiveness and adaptability. Even an individual’s economic situation has a larger impact on
his or her purchase behaviour.
Moreover, psychological factors also have a great influence on the buying decisions of a
consumer. This factor includes attitudes, perception, beliefs, motivation etc. When the person
remain as motivated, they act accordingly & actions has been taken over seems as impacted by
the perception of person with regards to a specific situation. Views or perception is counted as an
individual ability in selecting and interpreting information & the company that runs according to
senses of the person. Experience of the new things, brings over a changes to the behaviour of
person. As the result, new attitudes & beliefs are been acquired and thus affects normal
purchasing power of an individual.
Theme 2: Importance of social media marketing
In opinion of Schivinski and Dabrowski (2016), social media marketing is counted as an
essential part of the marketing strategy within the business. Online platforms helps the business
in connecting with large customers at one channel, increases the brand awareness, boot the sales
and leads. It seems as one of profitable and the most stress free digital marketing channel which
could be used for increasing visibility of the business. With an application of digital marketing
strategy, it would help an enterprise in creating its brand awareness significantly by just spending
few hours a week, over 90% of the marketers claimed that their respective online marketing

efforts greatly increases brand visibility & heightened user’s experience. Having the online
website for the brand, business could be able to produce wider audience across the globe.
With respect to an advertising strategy, media marketing is considered as the cost
effective medium through which company can promote its products. Being more and more cost
effective helps in attaining the greater or higher value of return on the investment and in holding
bigger budget for the business payments and marketing. It is the most suitable way for
interacting and engaging with the customers and developing better relation with them. Moreover,
engagement & communication with that of customers is the one of the best way for winning their
attention and in conveying the brand message.
Gretzel (2017) states that in this way brand would be reaching to more and more
audience in the real terms and could achieve success without any kind of Hassle. By connecting
with the customers through social media, an entity is seen as more probable to achieve customer
retention and loyalty of the customers. Developing customer loyalty is reflected as one of the
major goal of any kind of business. Brand loyalty and satisfaction of customers goes hand in
hand so it is very crucial to engage with customers and developing bond with them. Digital
platforms just not limits to introducing product but also act as leading platform e for conducting
promotional campaigns. Customers review these platforms as the service channels at which they
could directly communicate with the firm.
Social media plays vital role in terms of communication and networking platform by
creating voice for an entity in order to improve overall brand image of the company. At the time
when the company post comments on their website, they receives a changed reply rather than
computerized message and this fact is been appreciated by the customers. A brand value which
value its customers, takes time for composing personal message that is been perceived naturally
in the positive light. It is seen as one of best ways in finding out the needs and the wants of
customers rather directly communicating or coordinating with them. It is considered as most
valuable benefit of social media as by observing an activity on the profile, company can know
about opinion and interest of customers. Social media assist the firm in getting the information
and a better understanding of industry.

For making the business more and more powerful, customer satisfaction and brand
loyalty plays a major role. When the customer’s views company’s posting on the social media,
specifically replying to queries and posting the original content, helps them in building positive
image in their respective minds. Constantly interacting with customers proves that an entity
respect and cares about their customers. Once the firm gets few numbers of satisfied customers,
it could let an advertising be done by genuine customers who appreciates their service and the
product. The other major benefit or advantage of social media is that it enables in increasing
company’s website traffic. By way of sharing the content on the social media, firm is providing
reason to the users for clicking to its website.
Presence at social media is more and more becoming as the vital factor in terms of
calculating the rankings. These days for securing successful ranking, search engine optimization
needs are varying continuously. Therefore, it is no longer sufficient to optimize website of the
company and regularly updating the blog. Companies sharing their content on digital media are
been sending out as the brand signal for the search engine which speaks to an entity’s integrity,
constancy and validity.
Theme 3: Influence of social media marketing on consumer buying decisions
In accordance to Alalwan (2018), relationship between consumer buying decisions and
social media represents that social media impacts brand attitudes, purchasing power of
consumers and an advertising attitudes. It would not necessarily impact decision making of the
consumer but possess the mediating effect. Social media is the channel that could build the brand
attitudes which affects buying behaviour of consumers. Well-known brand image induces
consumer in buying the product online. When celebrity or the friend of the consumer
recommends the service or the product on social media, then it impacts brand attitude &
influence their respective decision making. Advertising on the social media, that provided by the
commercial sources affects purchasing intention and brand attitudes of the consumer. Particular
to that information, it enables the marketers in planning their marketing strategies. Many of the
marketers make use of social media for the marketing campaigns and is counted as an easiest
way for communicating with the consumers and also a low cost medium for advertising their
service or the brand.

Social media not only impacts decision making of consumers on the services and
products but also enables in other types of fields like political and fair trials (Keskin and et.al.,
2017). It is the place where millions of people can interact and communicate with each other and
became an important place for companies to increase its market and customers. Social media
permits users in posting comments, providing reviews regarding the service and the product,
putting status for service and product that involve likes, tweet, and dislikes about a product.
When the customers seems as satisfied with product, he might be recommended product to the
different users of the social media by passing message with helps of several social media
techniques. In past years, consumers were called for putting reviews with regards to product but
currently social media is taking position for the purpose of placing ranking & recommendations,
placing reviews for product.
Corporations are lowering their budget for the paid advertisements & concentrating on
the social media advertisements. They make use of social media tool for building their brand
image and buying decision is been defined as technique through which customers passes through
several stages of consumer purchase decision process. Social media act as the means of
facilitating voice to the consumers with having explained possible elements included in decision
making process of the consumer, essence and the nature of social media along with having brief
description of prominent features in the outlets of social media.
Decision making process of the consumers begins with need identification to the stage of
post purchase which states that corporations are engaging in creating the brand awareness,
engaging their respective customers, drives traffic to the other properties of marketing &
growing the channel number. Relating to an information processing theory of the consumer
choice, it has been specified that there present large amount of an advertisements that competes
with each other for the purpose of grasping an individual’s attention & fact that humans are
having an obvious or limited capacity in processing the data, therefore, it is deemed as the
challenge for every discrete message for getting heard over din, even in case if marketers are
having right kind of message.
Every social media or online platform plays a crucial role in providing out, exchanging
and receiving information without any kind of boundary or limitation and as previously
mentioned social media helps in making two-way communication (Cheung, Pires and

Rosenberger, 2020). Since flow of the communication do not merely affects the way a company
could access their respective targeted groups, but also induces consumers to buy in an entire
process of decision making from interpreting message, looking for the available alternatives
along with the actions that is carried out in post purchase. Thus, it is very crucial to denote
rejection of message, misunderstanding and misinterpretation in flow of the communication. In
relation to the social media channel, biggest fear of the brands and the firm is giving up control
over content & frequency of information. On the other hand, it is important for the marketers to
realize that discussions & reviews as user generated content serve for demonstrating
transparency of the company.

CHAPTER 3- RESEARCH METHODOLOGY
It refers to specific process or the techniques that is been used for identifying, assessing,
selecting, processing an information regarding the topic. In this section, scholar highlights
various methods and philosophies for critically evaluating overall reliability and the validity of
the study. In other words it is the process that is used for collecting information and the data for
making suitable business decisions. It might include research publication, surveys, interviews,
research tools and the current & past or historical information. The defining of all the research
methods in advance provide a guidance to the researcher that in which direction they have to
conduct the study to get accurate result and conclusion.
Research Types- It indicates the methods relating to applying the various aspects to
gather the information from various aspects. In this research, it includes two method such as
qualitative and quantitative method. Qualitative method is mainly undertaken when the data is to
be gathered through the open ended or conversational communication. This method mainly
adapted regarding raising questionnaire from the participants and gathering the original
information (Kumar, 2019). In respect of quantitative method, this is adapted in respect of
collecting the numerical data which is analyzed through using the mathematical methods. It
mainly indicates in respect of presenting the information through the statistics form.
In this research, researcher had adapted the qualitative method in which they chose the
questionnaire procedure to raise questions from the participants and gather the original data. As
every customer carry the different perspective of preferring the products or availing the services,
thus through raising questions, it helps in examining the actual market trends emerging in the
country (Bresler and Stake, 2017). Due to facing tough competition by the competitors in market
regarding promoting their products, the impact of social media marketing is highly suffered and
thus it also affects the purchasing decision of the customers. By applying the qualitative method,
the question is raised upon the participants regarding sharing their detailed information about the
criteria which they prefer to purchase the products or services. In respect of choosing this topic,
the major benefits which is gained is relating to presenting the data in more unique way. It also

helps the other companies or user to use the appropriate strategies to retain the customer interest
towards the fashion industry for longer way.
This procedure refers to the time consuming concept as lot of time is required to collect
the relevant information and also examine the review of various participants in the particular
topic (Fletcher, 2017). Through this manner, it helps in presenting the topic in better way and
also uses various method to gather more authentic information relevant to the research topic.
Research Approach- It refers to the plan and procedure which is undertaken by the
researcher in respect of collecting the detailed assumption about the research topic. In this
various limitation are to be faced by the research regarding gathering the relevant information. It
covers two method Inductive and deductive. In context of inductive method, it mainly related to
the theories or observation which is undertaken when the data is gathered through using the
qualitative method (Wiek and Lang, 2016). Thus, in this, the experiences, pattern of interpreting
the views are to be undertaken to reach to the final conclusion. This also indicates to be the
combination of the qualitative method. In case of deductive theory, it mainly related to the aimed
and testing theory in which the data is to be presented in the bases of hypothetic manner.
In this research, researcher had preferred the inductive theory which refers to the link
with the qualitative method. As in this, once the data is to be gathered through raising questions,
than by applying the observation strategy helps in presenting the data in more unique way.
Through this manner, they create the new theoretical framework in respect of evaluating the
observation regarding the concept of the social media marketing and also its impact upon the
customer buying decisions (Attia and Edge, 2017). As it is necessary to observe the present case
situation regarding the customer purchasing decision and also through raising questions it helps
in making the accurate observation regarding the changing market trends and its impact upon the
customer decision procedure.
As lot of new understanding are raised through raising question from the participants.
Thus, by applying the inductive method resulting in gathering information from internal sources.
As it also considered to be the original information which is gathered from the participants by
interacting with them and learning new things about the criteria of purchasing the products. The
decision is taken through observing the data and also creating the theory which suits best to make

the accurate judgment (Ørngreen and Levinsen, 2017). After examining all the aspects, the
verification is to be done regarding presenting the information in right manner. Usually this
method results in providing the best information to support the research topic relating to the
social media marketing in better way.
Research Philosophy- It refers to the process of belief, ideas and thoughts which is
interpreted by the researcher during the time of conducting the research. It indicates the
phenomenon in which the data is to be gathered, analyzed and used to interpret the actual
information (Research Philosophy, 2019). It includes two method such as Interpretivism and
positivism. In respect of interpretivism, it refers to interpreting the elements of the study to
determine the better results (Page and et.al., 2017). As it is not necessary that data is to be
interpreted from conducting the interviews or through observation, it also indicated that they are
interpreted on the bases of secondary method in which the data is to be collected from various
other sources. In respect of positivism method, it indicated that the ideas or factual knowledge
which is gained through collecting the data (Clandinin, Cave and Berendonk, 2017).
In this research, researcher mainly adapted the interpretivism method in which the data is
to be interpreted once they collected through the qualitative procedure. In this aspect, if the
questionnaire is raised, than it is necessary to interpret the information to examine the actual data
to be used and presented. As it helps in showing the original information and also make the
research different from others (Goldberg and et.al., 2017). The data is to be gathered on the bases
of examining the impact of SMM on customer decision making procedure, thus it is necessary to
interpret the internal information by taking review from the luxury industry working and also
their criteria to achieve the goal. The positive impact which the researcher faced through these
aspects is that they can present the useful information and also provide the detail of barriers
which the company faced in respect of using the more innovative marketing techniques.
Data Collection- It is defined as the systematic approach for measuring and collecting
information from several sources in order to get accurate and complete picture of an interest area.
It enables the person or an entity to answer appropriate questions, making predictions and
evaluating outcomes in relation to the future trends and the probabilities. Collecting accurate data
is very important for the researcher to maintain integrity of the research, making informed type

of business decisions and ensuring quality. There are two main techniques through which data
could be gathered that involves primary and the secondary sources.
Primary data is referred as an original or fresh data source in which firsthand information
is gathered for a particular purpose or the project. It is the data which could be collected in
various ways. The most common techniques of primary data collection are interviews,
experiments, field observation, self-administered surveys etc. Primary data sources are counted
as quite expensive, time consuming as compared to secondary data because it involves collecting
of information in direct contact with the respondent. However, secondary data reflects the data
collected by someone else or making use of already published information. In other words it is
the information that has already been collected by other scholars and are available from several
sources. Such data are considered as cheap and are obtainable on a quick basis in comparison to
primary sources. The major source of secondary data collection includes books, articles, journals,
internet, magazines etc.
Referring to this study, researcher has used primary as well the secondary sources for the
purpose of making the study accurate and reliable. It helps an investigator to gather relevant
information within the study with low cost. It also enables in gathering larger proportion of
information through structuring questionnaire and reviewing article. This allows the scholar in
making a detailed research with regards to an influence of social media on the purchasing
decision of the consumers in effective and efficient manner. Also, the use of the combination of
both primary and secondary data is helpful for the researcher in getting a more reliable and valid
data as the primary data includes the first hand data and the secondary data supports the primary
data. Thus, this makes both the primary and secondary sources data more reliable and valid and
authentic for the research.
Sampling- It is the practice that is been used in the statistical analysis in which the
predetermined number of an observations are been taken from that of the larger population. The
methods are used to choose sample from large population that depends on type of the analysis
that is being performed, but it might include the simple random sampling or the systematic
sampling techniques. Moreover, it is been defined as process of choosing certain members or the
subset of a population in order to make the statistical inferences from them and for estimating the
characteristics of an entire population. It is counted as the widely used technique by the

researchers in the market research and is seen as cost time convenient and economic method that
forms basis for the research design. The two main sampling techniques that is been used by
scholar involves probabilistic & non-probabilistic sampling techniques. Probabilistic sampling
method is the technique within which the samples from larger proportion of the population are
selected by making use of the method based on probability theory. On the other hand, non-
probabilistic method is the technique in which scholar selects samples on the basis of subjective
judgments of researcher rather than the random selection.
Specific to this research study, investigator has make use of simple random sampling
technique which is stated as the type of probability sampling. This method enabled the researcher
in utilizing some form of the random selection of the 30 manager as participant from the overall
population. For having random selection, researched set up for some of the processes or the
procedures which assures that different units in the population has an equal chance or
probabilities of getting chosen as the respondent. It provides for knowing the response of the
participants randomly with respect to an effect of the social media on the buying behavior of the
consumers.
Data Analysis- It means as the process of transforming, modeling and cleaning for
discovering useful information for the decision making within the business. It is the process in
which the scholar used to understand the different data which has been collected and try to
present the different data in the way in front of the other viewer in a way that they used to find it
easy to understand the different data in better way in the market and can make different decision
accordingly in the market and organization. There are many different type of data analysis tool
which is used by different scholar in the market. For this dissertation scholar has selected
thematic data analysis tool to analysis different data in the research. Reason behind the same is
that it is recommended as one of the most reliable data analysis tool to analysis the data in
Qualitative research type. Using this Data analysis tool researcher in the researcher has presented
the different data with the help of different graphs and table in the organization; this will help the
viewer in understanding the different data in better way in the market. Also, this will help the
different interested party in making different decision in better way in the organization.
Ethical consideration- The research which has been conducted by the scholar has been
conducted by looking at variety of the ethical consideration in the research. Scholar at the time of

conducting the research has made sure that the research which has been conducted has not
harmed anyone whatsoever. Also, scholar has also made sure that all respondent which has taken
part in the research has shown the good sort of dignity toward the same in the research. Also, at
the same time Scholar has make sure that consent of different respondent has been taken before
hand itself before collecting different data from the respondent. Also, scholar in the research has
made sure that good amount of the confidentiality has been maintained in the research. Also, at
the same time scholar. Also, researcher in the dissertation has make sure that all the activity of
the research has been compile with the legal compliance in the market. This has helped the
scholar in getting good regulation support in an organization.
Validity and reliability- Scholar in the research has make sure that good quality of
research in the organization. Scholar in the researcher has make sure that all the method and
technique which are carried out in the research, are used by taking the consent and permission of
different senior in the tutor regarding the usage of technique in the research. This has eventually
helped the researcher in carry out the different research very easily in the market. At the same
time to check the accuracy of the research in the organization. Scholar has got checked the
project with the senior on frequent basis and also has asked the feedback from the senior, on the
basis of different feedback changes has been made in the research to improve the quality of the
research which has been performed and improving the accuracy of the project in the market.
Research limitations- There are many different type of limitation which was seen by the
researcher in the project. One of the biggest limitations which has seen was the time allotted to
finish the project in the organization, as it has been identified that the time which was allotted
was not enough to complete the project that efficiently in the organization. So for doing the same
I have taken help of different team member in the organization, this has eventually helped me in
completing the research at time. This has eventually increased the efficiency of the research as
well. It has been identified by me that taking help of different scholar in the organization has
provided good sort of the support and helping hand in overcoming the variety of the issue which
is being seen by me in the research. Another limitation which was seen by me in the project was
to find the good source to collect different data in the research for the same reason I have taken
help of the senior in the organization to check the viability of the source from which the data has

to be collected and on the basis of the same I have collected the different data from that source
only to carry out different research in the organization.

CHAPTER 4 – DATA ANALYSIS AND INTERPRETATION
Data analysis refers to process of collecting the detailed information which is gathered
from various sources. Thus, it refers to presenting the finding and information which is collected
by raising questionnaire from the participants. The importance of conducting this chapter is that
it helps in taking the right decision by examining the various facts and information which is
presented through the theme. In this chapter, the data is gathered from 30 managers of the
fashion industry which present their reviews and judgement regarding the concept of social
media marketing and also the consumer buying decision on the particular products. The analysis
of the data is done with hep of the thematic analysis and under it the use of tables, charts and
graphs along with interpretation of collected data is presented in attractive and presentable
manner.
Theme 1: Experiences of working in fashion industry
Particular Respondent % of respondent
Less than 2 years 5 16.67
2-5 years 5 16.67
5-7 years 15 50
More than 7 years 5 16.66666667
Total 30 100

Less than 2
years 2-5 years 5-7 years More than 7
years
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
50.00
16.67 16.67
50.00
16.67
% of respondet
% of respondet
Interpretation: From the above chart it is examined that out of 30 managers, most of the
managers are carrying the experiences for the period of 5 -7 years. Thus, the matters which
reflects that the due to changes in time, they are experienced in examining the latest trends
emerging in the market. The topic which is selected relating to the social media marketing
undertakes various strategies and planning to promote the products. Thus, manager of the fashion
industry are aware of the latest trends emerging in the market. Thus, through this manner by
adapting the social media marketing, helps in gaining major advantages regarding reaching to
large number of customer and also building the strong bases regarding promoting the products at
global level.
Theme 2: Concept of social media marketing
Particular Respondent % of respondent
Brand awareness 2 6.67
Increasing sales 3 10
Drive website traffic 5 16.67
All of above 20 66.67
Total 30 100

6.66666666666667
10 16.6666666
666667
66.6666666
666667
% of respondet
Brand awareness
Increasing sales
Drive website traffic
All of above
Interpretation: From the above chart, it is interpreted that most of the managers are satisfied in
respect of choosing all the factors which covered under the social media marketing. In respect of
carrying the brand awareness, through adapting the social media marketing, it helps in increasing
the brand of the company regarding promoting such products which fulfill the needs and
demands of the customers. It is mentioned in the literature reviews that through adapting the
latest concept emerging through the social media marketing, it results in increasing sales in the
business. As this can only be achieved in respect of targeting the right customer through
providing the accurate services (Momany and Alshboul, 2016). Thus, attracting the customer
needs in respect of providing the right services to the right customers. Most of the managers
provide judgment in respect of adapting the innovative concept through examining the latest
trends emerging in the market. As lot of website trafficking are examined, who are promoting the
same services which the other company are dealing in and thus resulting in affecting the right of
customer regarding choosing the particular products.
Theme 3: Social marketing results in managing the consumer behavior in larger way
Particular Respondent % of respondent
Highly agree 14 46.67
Agree 6 20
Neutral 1 3.33
Highly disagree 2 6.67

Disagreed 7 23.33
Total 30 100
Highly
agree Agree Neutral Highly
disagree Disagreed
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
50.00
46.66666666666
66
20
3.333333333333
33
6.666666666666
67
23.33333333333
33
% of respondet
% of respondet
Interpretation: By viewing the chart, it clearly indicated that managers are majorly focused on
improving the consumer behavior through retaining their interest towards the sites for longer
way. Thus, they use various tactics and techniques to sustain their interest and through this
manner by using the social media marketing helps in attracting their interest in larger way. As
the behavior of consumer fluctuates due to changes in time and thus it can only be retained, if
they are getting higher offer in comparison to other company (Song and et.al., 2017). It is also
discussed in literature review that by adapting the advanced social media marketing techniques,
it helps in getting higher rate of return. As mostly customer are attracted through the creative
advertisement techniques which is mainly designed with pictures and also brief description about
the products? Thus, resulting in bringing benefits regarding purchasing online and also making
decision to prefer such products in near future or not. Thus, through this manner, managers are
highly agreed with the social media marketing concept in respect of managing the consumer
behavior in better way.
Theme 4: Understanding the concept of consumer buying behavior

Particular Respondent % of respondent
Innovative promotion 5 16.67
Attractive services 5 16.67
Timely review of feedback 2 6.67
All of above 18 60
Total 30 100
Innovative promotion
Attractive services
Timely review of feedback
All of above
0.00 10.0020.0030.0040.0050.0060.00
16.67
16.67
6.67
60.00
% of respondet
% of respondet
Interpretation: By viewing the chart which reflect clearly about the manager’s point of view in
respect of understanding the concept of buying behavior. As mostly are in favor of the options
which is presented in the chart that consumer are mainly attracted if they find the new innovative
concept during the period of promotion. As mainly consumer set their mind regarding preferring
such products which is unique from other and also not adapted by any other fashion industry. It
also proves under the literature review that through dealing in attractive services resulting in
retaining the customer interest for longer way (Alalwan, 2018).Customer are attracted if they
find timely delivery of their goods or also the queries which they raised regarding handing
problems in using the products. Manager mainly focused on recruiting and selecting the efficient
employees to work under the customer service department and also interact with customer in
effective way. Thus, through this manner, it results in increasing the buying decision of the
consumer through providing the quality and authentic products or services.

Theme 5: Landing page reflects the stability of the business
Particular Respondent % of respondent
Yes 20 66.67
May be 5 16.67
No 5 16.67
Total 30 100
Yes
May be
No
0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00
66.67
16.67
16.67
% of respondet
% of respondet
Interpretation: From the above chart, the matter clearly reflects that the landing page resulting in
attracting the customer interest through liking the products and also viewing the stability of the
company. As landing page somehow reflects the web sites of the company which they use to
increases the brand awareness and sales of the business. As mainly the mangers set the vision
regarding increasing the number of visitors to visit to the page and like the company products.
Thus, they also get the detailed information about the company background and also the working
style which they use to reach and build the large bases for customers (Tuten and Mintu-Wimsatt,
2018). By collecting the information from secondary sources, it also stated that by connecting the
matters with the social media marketing, online marketing is useful for the business. As through
this manner, it results in attracting the customer to visit to such sites and also love the products or
services which the company is offering. Similarly they also presented the view in respect of exit
pages which affects the stability of the business. Thus, the mangers major focus on improving

the landing pages on continuous bases so that they retain the interest of the customer towards for
longer way.
Theme 6: Significance of social media marketing within the fashion industry
Particular Respondent % of respondent
Connecting large number of
customer 16 53.33
Stress free marketing channels 4 13.33
Increasing brand visibility 5 16.67
Cost effective medium 5 16.67
Total 30 100
Connecting
large
number of
customer
Stress free
marketing
channels
Increasing
brand
visibility
Cost
effective
medium
0.00
10.00
20.00
30.00
40.00
50.00
60.00 53.33
13.33 16.67 16.67
% of respondet
% of respondet
Interpretation: In respect of interpreting the judgment which is raised by managers regarding
examining the importance of social media marketing is relating to connecting with large number
of customer at global level. As this is useful in respect of expanding the business globally
through fulfilling the needs and demands of the customer in respect of designing the product as
per customer demands. Most of the customer are facing queries regarding knowing more
information about the products quality and also the ingredient which are used to produce such
products. Thus, through the social media platform it results in building the strong base with the

customer and also resolving their queries in better way (Oh and et.al., 2017). Due to changes in
fashion trends, it is necessary to build the strong base with customer and also design such
product which satisfies their needs in longer way. Instead of choosing the other marketing
channels, online platform of social media marketing helps in attracting the customer interest and
also fulfill their demands by targeting right product to the right customers.
Theme 7: Saving cost through the social media marketing helps in getting higher value of
return
Particular Respondent % of respondent
Yes 15 50
May be 5 16.67
No 10 33.33
Total 30 100
Yes May be No
0
5
10
15
20
25
30
35
40
45
50
50.00
16.67
33.33
% of respondet
% of respondet
Interpretation: From the stated chart, it is interpreted that the most of the managers are agreed
that through using the social media marketing, helps in saving cost in the business. As manager
feels that before the time period, they mainly focused on using the campaign or personal
interaction procedure which requires lot of equipment to gather the information which is shared
by customers. Thus, in this case by using the social media marketing, helps in saving cost as it
reduce the time and also the equipment which are used to collect information. As the whole
procedure is computerized and thus the detailed information are stored and collected through the

IT software system which is upgraded by the company (Stephen, 2016). Thus, resulting in
bringing beneficial regarding securing the data and also it not charge extra expenses regarding
appointing the expertise to hold the position to insert data into the sheets.
Theme 8: Advertising strategy under the social media marketing proved to be useful under this
factor
Particular Respondent % of respondent
Employee engagement 4 13.33
Communication with customers 4 13.33
Enhancing brand loyalty 2 6.67
All of above 20 66.67
Total 30 100
13.33
13.33
6.67
66.67
% of respondet
Employee engagement
Communication with
customers
Enhancing brand loyalty
All of above
Interpretation: from the above charts and data it is clear that at time of adapting to the advertising
issues it is essential for the company to look after other major things as well. This includes all of
the above and the all of the above includes the engagement of employees, communication with
consumers and enhancing the brand loyalty. All these options are helpful for the company if they
use the advertising as the method for the promotion of the goods and services of the company.
This is agreed by most of the respondent because of the fact that when it comes to advertising

then the company need to also focus on the consumer need and this will only be possible because
of the fact that when the employees will be engaged within the company and its working. Also
the good advertising strategy will increase the brand loyalty of the consumers towards the
company to a great extent (Huggins and Cunningham, 2019). However the rest of the participant
does not agree to this option and rather they agree to the option of the individual basis.
Theme 9: Factors that influences the social media marketing in respect of consumer buying
decisions
Particular Respondent % of respondent
Impact on brand attitudes 4 13.33
Purchasing power of consumers 6 20
Advertising attitudes 5 16.67
All of above 15 50
Total 30 100
13.3
333
333
333
333
20
16.6
666
666
666
667
50
% of respondet
Impact on brand attitudes
Purchasing power of
consumers
Advertising attitudes
All of above
Interpretation: from the above analysis and evaluation it is clear that there are many different
factors which are being faced by the company at time of using the social media advertising. Also,
with the analysis it was found that there are many different factors which affect the buying
decision of the consumers to a great extent. These are many of the following like impact on the

brand attitude, purchasing power of the consumers, advertising attitude. The brad attitude that is
the attitude which the consumer is having over the company affects their buying decision. Also,
the purchasing power of the consumer affect their buying decision and this is because if the
given product will not be in range of the purchasing power of consumer then they will not
purchase it. In addition to this also the advertising attitude will affect the consumer buying
decision because of the advertisement are not good then the consumer will not buy the product
and services. Hence, most of the respondent agrees to the fact that all of the above is the impact
which includes the above all three points. But on the other side the different respondent states
and agrees to this option on individual basis like some states that brand attitude affect the
consumer decision making. On the other side some states that purchasing power affect the
consumer decision making and some states that the advertising attitude affect the purchasing or
buying decision of the consumers.
Theme 10: Consumer purchase decision process affects the brand image of the fashion
industry
Particular Respondent % of respondent
Yes 20 66.67
May be 5 16.67
No 5 16.67
Total 30 100

Yes May be No
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
66.67
16.67 16.67
% of respondet
% of respondet
Interpretation: from the analysis of the above question it is clear that the consumer buying
decision process affects to the brand image of the fashion industry to a great extent. This is
agreed by most of the participant as this is true that if the consumer decided to buy the goods and
services of a particular brand only then the brand image of company will increase and this will
be beneficial for the company to a great extent. However, rest of the participant does not agree to
this fact to a great extent. As agreed by the majority of the respondent that the consumer
purchase decision affects the brand image of the company to a great extent. This is due to the
fact that if the consumer buying decision is not in favor of the company then the brand value or
image of company within the market will not be good. Hence, for the success of the company it
is necessary that the company goes for the social media advertising. This is so because of the fact
that this social media marketing affects the consumer decision in positive manner for the
company and its working and sales. Thus, this will result in the increase in the goodwill of the
company in the eyes of the consumers and will in turn increase the profits and revenue of the
company to a great extent.
Theme 11: ‘Corporations are lowering their budget for the paid advertisements &
concentrating on the social media advertisements.’
Particular Respondent % of respondent
Highly agree 6 20
Agree 14 46.67

Neutral 2 6.67
Highly disagree 5 16.67
Disagreed 3 10
Total 30 100
20.00
46.67
6.67
16.67
10.00
% of respondet
Highly agree
Agree
Neutral
Highly disagree
Disagreed
Interpretation: with the help of the above data it is clear that the corporate are reducing their
investment in the paid advertisement and is increasing the investment in the social media
advertising. This is agreed by majority of participant as the social media advertising has a wider
reach as compared to the paid advertisement and this is more advantageous for the companies to
invest in the social media advertising. But this is not agreed by some participant and they think
that paid advertisement are better. As per the majority of the participant the companies are
decreasing their investment in the paid advertisement as this is more costly method of
advertisement as compared to the social media advertisement. Hence the majority of the
participant agrees that the social media advertisement is more effective as compared to the paid
advertisement. This is majorly pertaining to the fact that the social media advertisement is very
low cost and it covers a large number of consumers at a single time.
Theme 12: Adapting the innovative social media marketing concept, helps in sustaining the
fashion industry for longer way

Particu
lars
No. of
respond
ents
% of
respond
ents
Yes 17 57%
Neutral 10 33%
No 3 10%
Total 30 100%
57%
33%
10%
% of respondents
Yes
Neutral
No
Interpretation: The above analysis depicts that majority of the respondents indicating
that companies by adapting innovation tools and techniques of social media could be able to
sustain in the market for longer period of time. This means that there are several social media
websites and application by using of which an organization can promote its product at different
channels which in turn helps the company in gaining larger market share and increasing the large
customer base within overall industry and the market. Also, this is agreed by the majority of the
participant as they are able to market the product and services in more effective and efficient
manner with help of the social media tools. This is pertaining to the fact that when it comes to
use of innovative social media practices then it makes the marketing of the goods in the fashion
industry more good and effective. Also, this helps the company in increasing the knowledge
relating the goods and services of the company among the consumers.
Theme 13: Recommended to the fashion industry regarding overcoming from the challenges
associated with the social media marketing

Interpretation: An organization should understand the target market along with the
analysis of their consumption with regards to social media so that it could attain its marketing
goals and the messages efficiently and effectively. It should plan for a cross- cultural strategy on
the social media for the purpose of building healthy relationship with diverse background
customers and to connect with all the customers with solving their problems and queries in an
effective way. As per some other respondent the major recommendation for the company is to
focus mainly on the market research. This is majorly pertaining to the fact that if the company
will not research about the latest trends and demand going on in the market then the company
will not be able to understand the requirement of the consumers. Thus, for influencing the
consumer the most important thing is to understand the requirement of the consumer and then in
accordance to it make the advertisement with help of the social media advertising. Also, the use
of social media advertising will assist the company in taking the feedback from the consumers
and then in accordance with the feedback the company will be able to make changes in
accordance with the changes suggested by the consumers.

CHAPTER 5: CONCLUSION AND RECOMMENDATION
Conclusion:
From the above study the report concludes the matters relating to the study of social media
marketing and its usefulness in the business in respect of sustaining their position in market for
longer way. The main reason of choosing this research topic is that due to changes in time,
fashion industry are using various innovative techniques to retain the interest of customer
towards the business. In this study, the matters which are also discussed is relating to the
consumer buying decision through the online marketing of particular products or services. The
research is based upon Charles & Ron which is the contemporary lifestyle brand and carry the set
mission regarding providing the high quality products to customers. In this research, the first
chapter indicates the matters relating to the introduction of the research and also set the aim and
objectives which is to be discussed in the whole report. In this, the significances are stated about
the reason of choosing this topic and also helping other student to gather the ideas regarding the
criteria of preparing the thesis.
The second chapter indicated that the important information are presented on the bases of
theme which represented the overall procedure which the customer undertook to purchase the
products. In this aspects the needs and demands of the customer are to be satisfied regarding
attracting the latest trending products emerging in fashion industry. The second theme reflects
the matters relating to the importance of social media marketing if they are implied in the
business. In this the advertising strategy is given importance regarding using the unique and
creative concept to regain the interest of existing customer which are distracted from the business
for some particular reason. The last theme reflects the matters of impact which lies upon the
business through choosing the social media marketing. Thus, all such information are collected
from the secondary sources such as books, journals, articles etc.
The third chapter concludes that various method are adapted regarding gathering the
information from primary and secondary methods. This carries to be survey, interview and
questionnaire in respect of gathering the original information. Thus, to raise question, data are
gathered from 30 managers of Charles and Ron in respect of presenting their techniques and
information regarding adapting the social media marketing concept. The fourth chapter stated the

matter presenting the information which is collected from the managers and also interpreting the
information which they after shared after reviewing the questions. Thus, from the above study
the report concludes the matter relating to the using the social media marketing in which online
promotion of the products resulting in retaining and building large bases for customers. At last
the report is concluded with the point of recommendation in which the various ways are to be
provided regarding overcoming from the issues which the company had faced in respect of
adapting the social media marketing.
Thus, through this report, it provide various useful information about the social media
marketing and also the strategies to overcome from such challenges which arises due to using the
online marketing of certain products. It helps other fashion industry companies to adapt the best
techniques which are useful in attracting to large number of customers.
Recommendation
From the above discussion it is clear that the use of social media marketing influences the
consumer decision making power to a great extent. This is majorly because of the reason that
social media marketing has a wider reach for the company and this covers a large amount of
consumers. But then also there are many different points on which company and its employees
need to work and for this some suggestion are being provided. It is necessary to adapt the best
strategies which help in overcoming from the challenges which is faced through adapting the
social media marketing concept is relating to:
 Increasing the integrity of the employees by treating as the brand of the company. As
employees are the assets of the company and through their guidance and innovative ideas,
they plan the creative marketing techniques to retain the interest of customers. Thus, it is
necessary for Charles and Ron to appreciate their employees regarding bringing
innovative ideas at work place. For this the company uses different types of financial and
non- financial motivators to influence the employees to work in more effective and
efficient manner. Thus this motivates the employees to work more hard as the company
will give the employees bonus and other incentives and this will motivate the employees
to work much harder. Hence, this will increase the capability of the employee to work in
more effective manner and up to their fullest potential. Also, these motivators keep the

employees of the company happy and satisfied and they do not think of leaving the job
and go to some other place or company.
 Also, the use of social media advertising and marketing involves a lot of knowledge of
the technical terms and expertise. Any random person cannot use this social media
advertising and thus. For this highly educated and knowledgeable people are required. So
it is recommended to Charles and Ron that if they makes the use of the social media
advertising and marketing then they have to first make provision of the providing training
and development session to employees in order to make them educated relating to the use
of social media advertising. Also, this will make the employees more proficient and
expert in using the social media for the purpose of the promotion and marketing of the
goods and services being provided by Charles and Ron.
 To retain the interest of customer, it is necessary to search which platform, the customer
are more visited on and also shop through online. Thus, in respect of targeting the right
audiences resulting in sustaining the business for longer way. In recent times, most of the
customer prefers to shop from the company websites regarding getting additional
discount on the product which they are offering. In that case it reflects more secured
information regarding protecting their personal information if customer are dealing
through their official websites. Also, the website of the company must provide all the
relevant and authentic information relating to all the goods and services being provided
by Charles and Ron. This is because of the fact that when the consumer shops from the
online websites of the company then the consumer feel safe and can trust over the
website and the details being provided by the company.
 Due to facing tough competition in the market regarding, it is necessary to build brand
loyalty regarding through maintaining transparency in respect of disclosing the detailed
information about the products. As companies in respect of attracting the customer needs
provide the fraud information about the product quality and also material which is used to
produce such products. Thus, by giving guarantee regarding the availability of the
products and also its usage helps in attracting the customer interest for longer way. Also,
for increasing the brand loyalty of the consumer towards the company, Charles and Ron
can use different methods and techniques like giving some special offers, discount, and

many different other offers to attract the consumer and keep them loyal towards the
company and its product and services.
 Customer service is one of the major factors which is to be undertaken by the company in
respect of fulfilling the customer needs through resolving their queries in better way. As
customers are attracted if they find that company stick to their points and also the
solution which they are providing is useful to them. By this manner, by recruiting the
expertise person helps in handling the customer queries in better way. They also provide
timely solution to the customer if the customer raises queries through online mode. This
new system of the online mode for the after sale services will attract more of the
consumer and this will increase the profitability of the company to a great extent. This is
because the consumer can avail this services and by sitting at home the consumer will
make sure that their problem
 Advertising is one of the best mode through which they can promote their detailed
services to customer, but it is necessary to engage their interest for longer way. This is
done by innovating the product due to the latest trends emerging in the market such as
focus is mainly stick on producing organic products. This is the latest trends through
which the business increased through the social media marketing and also they can
expand the business internationally. Also, this is due to the fact that when the company
uses the social media marketing then the company can reach to a wider segment of the
consumers. This is because the consumer are much attracted towards the use of social
media and if anything will be posted over the websites of the company then more of the
people will be able to access it. Thus, this will increase the popularity and goodwill of the
company to a great extent.
 As most of the companies are targeting the particular segment in respect of fulfilling their
needs, but it is necessary to target new customer and bring such strategy which retain
their interest for longer way. But before promoting any products in market, it is necessary
to upgrade the technology regarding tracking the right customer and then promoting the
services. Also, this new consumer target will assist the company in increasing the sales of
the company as it will increase the popularity of the company among the new consumers.
Thus, this will increase the market share of the company to a great extent and will also
increase the profitability of the company to a great extent.

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APPENDIX
QUESTIONNAIRE
Name:
Age:
Gender:
Q1) How much experiences you had in working under the fashion industry?
 Less than 2 years
 2-5 years
 5-7 years
 More than 7 years
Q2) What according to you, proves the concept of social media marketing?
 Brand awareness
 Increasing sales
 Drive website traffic
 All of above
Q3) Do you agree that by choosing the social marketing results in managing the consumer behavior in
larger way?
 Highly agree
 Agree
 Neutral
 Highly disagree
 Disagreed
Q4) What are the factors that helps in understanding the consumer buying behavior?
 Innovative promotion
 Attractive services
 Timely review of feedback
 All of above
Q5) Is the landing page reflects the stability of the business?
 Yes
 May be
 No

Q6) As per your opinion, what can be the major significance of social media marketing within the
fashion industry?
 Connecting large number of customer
 Stress free marketing channels
 Increasing brand visibility
 Cost effective medium
Q7) In context of fashion industry, do you think that by saving cost through the social media marketing
helps in getting higher value of return?
 Yes
 May be
 No
Q8) By adapting advertising strategy under the social media marketing, what components you think are
proved useful under this aspect?
 Employee engagement
 Communication with customers
 Enhancing brand loyalty
 All of above
Q9) What according to you, are the factors that influences the social media marketing in respect of
consumer buying decisions?
 Impact on brand attitudes
 Purchasing power of consumers
 Advertising attitudes
 All of above
Q10) Is the consumer purchase decision process affects the brand image of the fashion industry?
 Yes
 May be
 No
Q11) Do you agree with the statement that ‘Corporations are lowering their budget for the paid
advertisements & concentrating on the social media advertisements.’
 Highly agree
 Agree
 Neutral

 Highly disagree
 Disagreed
Q12) As per your opinion, you think that by adapting the innovative social media marketing concept,
helps in sustaining the fashion industry for longer way?
 Yes
 Neutral
 No
Q13) What are the factors that is recommended to the fashion industry regarding overcoming from the
challenges associated with the social media marketing?
……………………………