The Influence of Social Media Promotion on Purchase Decision of Consumers: A Case Study of the Australian Fashion Sector

The Influence of Social Media Promotion on Purchase Decision of Consumers: Case Study
Australian Fashion Sector
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Table of Contents
1. Introduction..................................................................................................................................3
2. Project Objective.........................................................................................................................4
3. Project Scope...............................................................................................................................5
4. Literature Review........................................................................................................................6
4.1 The notion of Social Media and its difference with digital media........................................6
4.2 The trend of online purchase.................................................................................................6
4.3 The factors influencing the purchase decision of the consumers in the fashion sector.........7
4.4 The impact of social media on the purchasing behaviour of the consumer...........................8
4.5 Literature Gap........................................................................................................................9
5. Research Questions/Hypothesis.................................................................................................10
5.1 Primary Question.................................................................................................................10
6. Research Design and Methodology...........................................................................................11
6.1 Qualitative research.............................................................................................................11
7. Research Limitations.................................................................................................................12
8. Time Schedule (Research plan).................................................................................................13
9. Conclusion.................................................................................................................................14
Reference List................................................................................................................................15
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1. Introduction
At this juncture, social media is a powerful medium of communication. The social media
websites, such as Facebook, Twitter, Instagram are public forum thus provides a global
exposure. Due to the international reach of the social media it has become an impactful
promotional tool. The millennial at present are observed to access these websites largely thus
they lifestyle choices are greatly influenced by the social media. In this context, this research
paper shed light on the influence of social media on the purchase decision of the consumers. In
order to streamline the investigation, the case study of fashion industry of Australia is
considered. Fashion is a quintessential industry among the young population therefore the factor
of advertisement have great deal impact on the customers of this industry. Investigating the role
of social media influencing the behaviour of the consumers is the agenda of the study.
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2. Project Objective
Several market reports have underpinned that in Australia millennial these days are extremely
conscious about their appearance and they are inclined to keep pace with the latest trends. Both
men and women have great interest in picking the style that adds to their personal panache. In
this context, advertisements and endorsement plays a pivotal role. This is because, it has been
observed that the customers of the fashion industry are greatly influenced by the style of their
favourite celebrities and the latest fashion statements presented at various brands. Therefore, the
fashion brands take help of various platforms in promoting their style line and latest designs and
colours. In this context, social media have now become have an impactful medium for promotion
for the fashion brands which influences the purchase decision of the customers. Therefore, in
light of the discussion the prime of the objective of the research is enlisted below:
1. To comprehend the context of social media and its difference with digital media
2. To understand the factors that influences consumer’s purchase decision in fashion
industry
3. To analyse the impact of social media platform on the purchase decision of consumers of
the fashion industry of Australia.
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