Impact of Social Media Advertisement on Purchasing Behavior of Consumers: A Case Study of the Fashion Industry in Australia

INSTITUTIONAL AFFILIATION(S)
BUSINESS RESEARCH
Impact of social media advertisement on purchasing behavior of consumers:
A case study of the fashion industry in Australia
STUDENT NAME
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Table of Contents
INTRODUCTION.................................................................................................................................3
PROJECT OBJECTIVE...........................................................................................................................4
PROJECT SCOPE.................................................................................................................................4
LITERATURE REVIEW..........................................................................................................................5
RESEARCH GAP................................................................................................................................10
CONCLUSION...................................................................................................................................11
REFERENCES....................................................................................................................................12

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INTRODUCTION
The appearance of web is the most astonishing development in the history of trade
and commerce. With the evolution of social media, this revolution in digitalisation had
affected the traditional marketing systems in the marketplace situated worldwide. The era of
social marketing and advertising has changed the meaning of relationship between
stakeholders and the marketers by shifting the powers in the hands of consumers (McCarthy,
n.d.). According to Ertemel and Ammoura (2016), democracy is allowed in social media
marketing as consumers can come in contact with each other by exchanging information
about the product especially at the time of making purchases. Moreover, advertisements
educate consumers about new products for which they may or may not desire. Making choice
between more products is liked by consumers as they can make comparative study through
social media networking sites. Hence, an impact is created on consumer buying behaviour
and with regards to fashion industry in Australia; the online buying trend has been seen
increasing day by day. According to a recent survey, the online spending in fashion products
is 15.7% of the total online market where fashion market takes the third position after
groceries and home wares. The researchers estimate a growth of 26% in the following years
(Levashov, 2016). This shows the changing trend of customers where social media
advertising plays a very significant role.

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PROJECT OBJECTIVE
Acknowledging that online purchaser’s behaviour is a broader topic, to conclude with
one objective at one time is necessary. Therefore, this research has focussed on making a
detailed investigation on impacts of social media advertisements and decision making of
consumers through it. The research objective behind making a literature review is to find out
how the social media advertisements have impacted the decision process along with finding
pitfalls of it that are faced by consumers themselves. This research will analyse Australian
fashion marketing via online advertisements to make this study applicable in practical world.
PROJECT SCOPE
With regards to objectives, the research from consumer’s perspective will be
considered as a suitable approach. The research will also provide assistance to the potential
readers, organisations, in what way they can use social media advertisements for enhancing
sales by influencing consumer’s decision making.