Effect of Online Marketing on Fashion Industry

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

1EFFECT OF ONLINE MARKETING ON FASHION INDUSTRY
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

2EFFECT OF ONLINE MARKETING ON FASHION INDUSTRY
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.

3EFFECT OF ONLINE MARKETING ON FASHION INDUSTRY
 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