Dissertation: Impact of Smartphone Advertisement on Fashion Decisions

This dissertation explores the impact of smartphone advertisement on fashion purchase decision-making, focusing on the Chiang Mai market in Thailand. The study investigates how advertising on smartphone social applications influences consumer buying behavior and identifies effective marketing mix strategies. Employing descriptive research design and an inductive approach, the research utilizes both primary and secondary data sources to conclude that smartphone advertisements directly impact customer decision-making by creating awareness and attracting consumers. The report highlights the importance of social media in fashion retail, emphasizing its role in providing product information, influencing buying behavior, and improving sales. Recommendations include conducting market research before advertising, focusing on the marketing mix, and using appropriate promotion channels to maximize the effectiveness of smartphone advertisements. The study underscores the shift towards digital advertisement and its advantages over traditional methods, such as offering detailed information and attractive discounts, ultimately influencing consumer choices and organizational profits.

Dissertation Abstract
and Conclusion
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TABLE OF CONTENTS
Abstract ...........................................................................................................................................3
Conclusion ......................................................................................................................................3
Recommendations............................................................................................................................5
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ABSTRACT
Major aim behind carrying out present study is to determine the impact of smartphone
advertisement on fashion purchase decision-making of customers. For this purpose, Chiang Mai
market in Thailand is taken into consideration. At present, advertisement has become an
important aspect or crucial element in the growth and success of any business enterprise.
Furthermore, effective advertisement helps organizations to create awareness among customers
and attract them to buy products and services. Present study will support in understanding the
way of advertising on smartphone social applications that affect local consumer’s buying
behaviour in Chiang Mai Province, Thailand. Along with this, it will also support in
identification of appropriate marketing mix which can be used by business in order to influence
the decision making of people in market.
For the purpose of carrying out present research, different types of tools and techniques
of research have been taken into consideration. Descriptive research design and inductive
research approach are selected for completing this dissertation. In order to collect information;
both primary and secondary sources of data collection have been adopted.
After conducting the entire study, it can be concluded that smartphone advertisement has
direct impact on decision making of customers. With the help of effective advertisement and
promotion, awareness is created among customers and this results in attracting them to buy a
particular product or service.
CONCLUSION
From the above carried out study, it can be concluded that smartphone advertisement has
emerged as one of the biggest and most potential tools for carrying out sales and promotion of
any service or product. Nowadays, people have an option to use social media websites and get
connected with the world through their smartphones. Furthermore, internet has developed as a
very good option which is used by individuals in order to buy various types of products and
services. One of the most important benefits of online shopping is that it is more convenient for
customers as they can shop from anywhere. It can be concluded that various types of fashion
brands have started to carry out advertisement and promotion of their products and services on
social media in order to attract customers. From the above conducted study, it can also be
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inferred that social media sites are generally used for the entertainment purpose but they provide
individuals with different kinds of information related to buying of products and services. This is
because; social media inform them about launch of new products, their features, characteristics
and availability. Therefore, it can be concluded that advertisement of smartphone has become an
important tool for companies to provide adequate and required information about their products
and services. On the other hand, they are also having significant impact on the buying behaviour
and decision making of customers. Use of internet is also carried out by individuals with the
purpose of upgrading themselves as per the market trends and advancements.
It can be inferred that social media has resulted in improving the overall sales and profits
of companies in fashion retail to a great extent. This is because; a platform has been provided to
businesses where they can display and sell a wide range of products in a convenient prices.
Organization does not have to pay for expenses such as rent, maintenance and electricity and this
ultimately results in lowering down the cost of operations. From the above carried out study, it
can be concluded that digital advertisement is more effective as compared to the traditional form
of advertisement which is carried out on newspapers and television. The rationale behind this is
that digital advertisement helps customers to gain more detailed and useful information about
any product or service and this is not possible in the traditional advertisement. Only limited
amount of information can be supplied to the customers with advertisement on newspaper and
television. Another key reason because of which customers are getting attracted towards online
advertisement is that a wide range of discounts and schemes are available in front of customers.
This influences their decision making process and encourages them to go for online shopping
instead of buying products through physical stores.
On the other side of this, it is also required by organizations to focus on four major
elements of marketing mix which are product, price, place and promotion. Satisfactory services,
quality products, convenient pricing, effective promotion and accurate delivery systems are
essential to attract customers. Therefore, it can be concluded that advertisement through
smartphones have a direct impact on the entire decision making process or buyer behaviour. For
this purpose, companies are also required to make use of appropriate marketing tools and
techniques.
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RECOMMENDATIONS
 It can be recommended that before carrying out advertisement of social or mobile
application, companies in fashion industry needs to carry out appropriate market
research. Rationale behind this is that market research will provide them with
information regarding tastes, preferences, needs and demands of customers. Along with
this, it will also provide data related to behavior of people in market and factors affecting
the same. On the basis of information gathered through research, messages and strategies
can be carried out for advertisement on smartphones.
 It can be also recommended that at the time of developing appropriate marketing mix,
businesses are required to focus upon four major P's which are products, price, place and
promotion. In order to attract customers, quality of services and attractive pricing
strategy is very important. On the other side of this, it can also be suggested that
effective place of offering products and adequate promotional mix are also important for
influencing the behavior of people in market. Therefore, marketing mix is a crucial
aspect for fashion retailers to increase their existing market share, attract customers and
enhance their sales. It can be also recommended that companies are required to focus on
use of appropriate channels of promotion and messages regarding marketing at the time
of doing smartphone advertisement.
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