Effect of Online Marketing on Fashion Industry

This literature review explores the influence of online marketing on consumer behaviour in the fashion industry, with a focus on men's fashion wear. It examines the impact of social media, brand equity, emotional appeal, and consumer decision-making. The study identifies the benefits of online marketing and investigates the factors that influence consumer behaviour.

Running head: EFFECT OF ONLINE MARKETING ON FASHION INDUSTRY
EFFECT OF ONLINE MARKETING ON FASHION INDUSTRY
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Online fashion market......................................................................................................................3
Brand Equity and Brand Loyalty.....................................................................................................3
Emotional Appeal............................................................................................................................5
Consumer behaviour and need for the product................................................................................5
Model of consumer behaviour.........................................................................................................6
Consumer decision making..............................................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................9

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Topic: Literature Review over the influence on consumer behaviour by the changing
formulation of the online market of fashion industry.
Introduction
The online marketing on fashion industry is one of the trendiest options for people to
choose, select and identify the product, which is needed by them and also set the approach of
buying the product as per the economic condition. The society is also associated with that kind of
marketing and that is the reason the purchase situation and comparative market analysis is
important in that case. The process is not only constrained on the purchase platforms but also in
social media platforms are quite effective in that case (Muruganantham and Bhakat 2013). 63%
people in the US have been influenced by the Facebook or Twitter medium. This is the reason
aggressive promotions in both these platforms are important and that provides a great deal of
impact over the product and services. As per the Gallup's New State of America, 30% people,
who use active social media sites, are influenced by the promotional activities of fashion and
accessories (Gurău 2012). There are some campaigns as well and companies are doing this for
the development of their marketing approach.
In this literature review, the impact of online marketing on fashion industry on people
and the associated change in consumer behaviour is important in that case. The decision-making
process is diverted by the effective influence of social media. Men's fashion wear is the main
concern of this project and segmented magnification of consumer behaviour and changes are the
key option of the paper.
Research Objective
 To identify the benefits a consumer can get from online marketing on fashion industry.

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 To investigate the factors that influence consumer behaviour from online fashion
websites.
 To critically analyse the impact of online marketing on fashion industry on consumer
behaviour.
Research Questions
 What are the benefits a consumer can get from online marketing on fashion industry?
 What are the factors that influence consumer behaviour from online fashion industry?
 What is the impact of online marketing on fashion industry on consumer behaviour?
Rationale of the topic
The chosen issue is one of the trending and significant research topic in this globalised
world. The research process of the topic is vast so it has been narrowed down in brand equity and
brand loyalty section and most of the process is formulated by the consumer decision-making
process.
The issue is relevant enough in this time as the relevance of decision making is the key
outcome that influences the business for online industries (Danesh, Nasab and Ling 2012). On a
specific point of view aligning objectives and questions delivering the need for online sectors in
fashion and also showcase the opportunities that people can have through this.
The issue is relevant in that case and that is also important for the online marketing of
products. The issue of promotion and productiveness is there and that associated with the product
culture and accelerate the revenue generation for the company (Kang, Liu and Kim 2013). The

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alignment of customer behaviour is also important in that case and choice of product is
depending on that.
Online marketing on fashion market
Online market of fashion industry helps to find out the right choice for men. They can
select their product and get the review from others and then decide to go after the product.
Maybe the process is completely virtual but the aspect of finding the proper product for the retail
places are stopped due to that system (Griffis et al. 2012). This is the prime reason why people
use these products and formulate the tradition use of shopping. 29% people believe that this kind
of social media influence the trending products and want to buy those products in any manner.
On the other hand, 21% of people judge products after evaluating the reviews (Pappas 2016).
23% of the people provide their review after buying the product and these reviews are
highlighted on the social media platform. The connection between social media and groups will
engage more customers with the particular brand and that will help to reach the aim of the
research to make some behavioural change in people (Moshrefjavadi et al. 2012). Some of the
online retailers like eBay, Amazon, Asos, next, Marks and Spencer, John Lewis are the most
popular online shopping platform and people used these in a regular manner. Facebook can reach
a product to the 160million people and more and direct link with the product details will help the
process to get engage with the product. The brand positioning of the product is defined in that
case due to the effective influence of social media.
Brand Equity and Brand Loyalty
The brand equity determines the basic value and liability of product or services and that
is the reason brand asset has maintained by the company through levelling the brand equity.

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Aaker identifies the perceived quality, brand association and other proprietary brand assets.
There are five categories that signify the demand of the product as well as define the accessibility
of the product in the market (Pappas et al. 2014). In the case of men's fashion, there are lots of
options available in the online process and that is the reason people find more options in their
favour. The brand equity model has six stages in that case that formulating people to move their
better options to choose the right product for them. The first process is salience and that delivers
deep and broad brand awareness, which is needed for men and the quality of the product is the
prime focus of the factor (Kang, Liu and Kim 2013). The next two segments are performance
and imagery and both these sections provide points of parity and difference in product and
provide a clear differentiation between products and their quality.
Figure 1: Customer-based brand equity model
(Source: Hsu, Oh and Assaf 2012)
The other two parts are judgement and feeling. The rational emotion is connected with
the process and that impacted on the brand equity process. The feeling and judgement is the key
issue in that case and that provided emotional attachment to the product. The last stage is

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resonance and it signifies active loyalty in that case (Hsu, Oh and Assaf 2012). The process of
maintaining loyalty and product purchase habit of the same company is the crucial matter in that
process.
Emotional Appeal
Emotional appeal is kind of need, desire and wants to have this product and that
formulate the product purchase aspect in media marketing also. In the case of social media
marketing, men's fashion wear is easily accessible in the market. The approach is to utilise the
social technology in modern times and use them for the development of promotion. The change
in promotional processes aligns them and that will determine the advertising process and also
manages better business opportunity (Klaus and Nguyen 2013). The current trends are the key
matter of this process is highlighted by the social processes. The consumer desire also changes
and that will process some appeal for products. In effect of this, propelling force of selecting the
product is the concern reason and that provide the feeling that impresses the behavioural change
in customers.
Consumer behaviour and need for the product
Consumer decision making is depended on some of the social factors of customers. The
role plays of socio-demographic changes in the customers are the important facts and product
development is the necessary aspect in this case also. Cultural factor, social factor and personal
factor these three are important for the important to choose the right product for people. There
are some aspects that related to that case (Baek, Ahn and Choi 2012). Age is one of such factors,
in that case, the personnel changes in child age will convert as the age develops, thus this is the
crucial form of personal factor and social influence is very much presents in that section. The

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trend needs to be followed by the youth and that is another reason for customer changing
behaviour. The influence of family and lifecycle and gender types is important in that case as the
setup of the fashion statement starts from the family outlook.
Model of consumer behaviour
Consumer behavioural model is important in this case to simplify the reason behind the
customer approach. The main reason behind the situation is stimuli. The stimuli based on the
buyers' attitude and characteristic. The process of decision making also changes as the process of
Black Box theory application applied in this process (Migliore, Schifani and Cembalo 2015).
The Environmental forces of customer and other cultural and political factors are also liable for
the choice of product. The reactions are based on the stimuli of the customer.

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Figure 2: Black Box Theory
(Source: Migliore, Schifani and Cembalo 2015)
The intent of having the product through the promotional aspect of the product and other
aspect is too pre-planned about the product as people have a good look and believe over the
product. This is the reason responsiveness from the buyer is quite high in the order and consumer
buy the product after having a good relationship with the company (Migliore, Schifani and
Cembalo 2015). The process of decision making is also associated with that.

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Consumer decision making
The decision-making process of customers is depending on the five major aspects of their
characteristic behaviour. At the initial stage, identification of goal is the major perspective and
customers have to prepare strategies for that reason to have the product. They implement the
most effective decision-making process to have the product. After the process, information
gathering about the product is the prime section of the second stage (McCormick and Livett
2012). In case of information gathering, most of the better option of having the product and their
best utilization is the main aspect of this. At the third level product consequence is the efficiency
factor and customer has to think about it (Shen 2014). After that final decision needs to be made
and the decision must be right so that after the last stage of evaluation, it comes on the way of
customers. The process of utilisation needs to be right and effective in that case.
Conclusion
Therefore, the paper can be concluded that product development and customer behaviour
is a kind of attraction and promotion aspects that depends on advertisement and social media.
This is the trendiest option of having the right product at the right time and that will evaluate the
fashion trend in a different path. The variety of fashion brands available in the market is crucial
in some case and that much of variety is not gettable in retail showrooms or customers have to
roam more for those but customers can have those from their home, without travelling for the
product. As men are busy with their work for the whole day, this is the right process of shopping
and that changes the mentality and the behavioural nature of them. The pattern of business and
social media promotional activities also changes in this manner and that will evaluate the best
business process as well as influence the better customer decision-making mentality also.

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