A Study: Social Media Marketing & Impulse Buying of Millennials in UAE

This report investigates the impact of social media marketing on the impulse buying behavior of millennial customers in the UAE, with a specific focus on apparel products from Louis Vuitton. The research explores how social media promotions influence Generation Y's purchasing decisions, examining key research questions about the role of social media in triggering impulse buys and the strategies apparel companies can use to boost sales. The study reviews relevant literature, including the importance of social media for businesses, the impact of digital marketing, and the characteristics of impulsive buying behavior. The research aims to analyze the effectiveness of social media marketing and digital promotion on influencing consumer behavior, particularly within the context of the fashion industry in the UAE, considering the high social media usage among the population. The report also examines the role of social media promotion in driving impulse purchases and the strategies companies can adopt to maximize sales. The study's methodology, data analysis, and findings provide insights into how businesses can leverage social media to connect with their target audience and increase their sales.

Impact of Social Media marketing on the
impulse buying behaviour of millennial
customers in UAE A comprehensive study
on Apparel products of Louis Vuit

Table of Contents
Chapter 1: Introduction....................................................................................................................1
Chapter 2: Literature Review...........................................................................................................4
Role of social media promotion in triggering the impulsive buying among millennial
customers towards apparel products in UAE.........................................................................4
Clothing companies in UAE increase their marketing methods on social media platform to
influence the impulse buying behaviour of millennials in order to increase their sales.........9
RESEARCH METHODOLOGY ..................................................................................................14
DATA PRESENTATION AND ANALYSIS...............................................................................17
CONCLUSION AND RECOMMENDATION.............................................................................30
Recommendation..................................................................................................................30
Conclusion............................................................................................................................31
REFERENCES..............................................................................................................................32
.......................................................................................................................................................35

Title: Impact of Social Media marketing on the impulse buying behaviour of millennial
customers in UAE: A comprehensive study on Apparel products of Louis Vuitton.
Chapter 1: Introduction
In competitive and digitalization world, every business organization use advancement of
technology to cope up with entire dramatic sites related to social media, digital marketing and
many more to survive in competitive market. By this, firm can promote or advertise their
services in market place to gain the impulse buying of products and services. It will aid in
increasing sales and customers satisfaction that support on building positive brand image of
company at competitive market place. In this regards, the main intention of this investigation is
to evaluate the actual impact of social media marketing and digital promotion on impulse buying
behaviour of generation Y people towards the company and its products as well in UAE. As
social media marketing is crucial and effective way to promote company services in market
place. This can be effective for attracting more and more customers towards the company and its
offerings (INDAHINGWATI and et. al., 2019). By this, firm can build strong customers base.
Furthermore, digital promotion also assist company in making its image more competitive. By
this, number of customers get easily attracted towards its offerings and satisfy their needs as
well. One of the main advantage of digital promotion is to understand customers needs so that
company provide them same to attain their satisfaction level. With the use of digital promotion
or marketing, firm can earn trust of customers that directly support in making overall
performance of company more competitive and famous as well. In context of this, Generation Y
is refers to the population born in the 1980s and '90s- is more or less all grown up now. Mainly,
they are graduating college, entering the full time workforce, perhaps essential, spending their
disposable income. In market place, millennial generation become the generation along with the
most buying power in market. Therefore, it is crucial for organization to understand and identify
the various social media platform to influence or attract more millennials customers towards the
brand in UAE. Current research is based on Louis Vuitton, is French fashion and luxury retail
company founded in 1854 by Louis Vuittion. It is one of the leading international houses and
also offer its products by stand-alone boutiques, by the e-commerce section of its websites. The
primary goal of this organisation is to capture millennial customers attention by using social
media marketing and digital promotion. It may contributes in heighten overall performance of
firm at market.
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Furthermore, impulsive buying is refers to a purchasing behaviour of customers through
which consumers buys products and services without making any kind of plan and purchase
decision as well. This kind of customers buy products form a sudden and on the basis of quick
manner. Thus, there are various components that directly influence the impulsive buying
behaviour of customers like, characteristic of the customers visual merchandising heir emotions,
availability of both time and money, sales promotion, brand endorser and many more. All these
are directly affect the overall impulsive buying behaviour of people about the company offerings
(Katrodia, Naude and Soni, 2018). Mainly, millennial customers are enjoy shopping a lot as they
have strong power in market. As products in market may motivated them to purchase the same
that they had not planned before buying. Apart from this, these type of young customers are
often observed to make purchase that is not much necessary as it is just for joy, pleasure. In
market place, this type of impulsive behaviour is high towards the fashion products like clothing
and other fashion brand offered by Louis Vuitton in market. This can be effectual for enhancing
the profitability of firm and also develop a strong customer base.
Research aim:
The primary intent of current investigation is to evaluate as well as examine the actual
facts towards the digital world that directly influence the customers buying behaviour towards
the company products in UAE. Along with this, it also help in make impulsive buying behaviour
of millennial customers towards clothing products offered by Louis Vuitton. In UAE, various
industry like fashion branding and promotional activities are support in intensify sales of
organization at market by targeting millennial customers. In this regards, company also put their
efforts in digitalization in to develop their operational activities and at the same time also
improve growth in infrastructure development (Saeed and Binti Abdul Ghani Azmi, 2019). By
using social media marketing strategy, firm can sustain their sales and profitability within the
market and capture huge market share from its competitors. In context of this, the primary aim of
this research is “To examine the impact of social media marketing on the impulse buying
behaviour of millennial customers in UAE: A comprehensive study on Apparel products of
Louis Vuitton.”
Research objectives:
 To analyse how social media marketing and promotions influence the impulse buying
behaviour of Generation Y customers towards apparel products in the UAE.
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 To find the appropriate strategies that the apparel companies in UAE can utilize to
influence the impulsive buying behaviour of this customer group in order to increase their
sales.
Research questions:
Q1: Does social media promotion plays a pivotal role in triggering the impulsive buying among
millennial customers towards apparel products in UAE?
Q2: Should apparel or clothing companies in UAE increase their marketing methods on social
media platforms to influence the impulse buying behaviour of millennials in order to increase
their sales?
Scope of the study
Current research would be examine or search the part of digital marketing and social
media promotion in impulse buying of customers. Along with this, it is also define the
importance of social media strategy that may persuade customers to purchase products of
company. In this social media marketing and digital promotion are used as crucial aspect that
assist in influencing number of customers in-front of its offerings and also make company image
more competitive (Stępień and Lima, 2018). With the undertaking this research, investigator will
easily analyse detailed information about the study and its topic as well. It may support in
gathering as well as analysing positive and reliable outcomes within the investigation.
Chapter summary
This section play a critical part in full investigation as it is based on determining the
impulse buying behaviour of customers that is one of the effective activity to influence
customers towards the organization ad its services. In context of this, various fashion brand like
Louis Vuitton is searching for new approaches with the aim enhancing sales and customers base
as well. This is possible by using digital platform that assist company in interacting with their
target customers. In this regards, social media marketing and digital promotion are crucial aspect
for business as it assist the impulse buying behaviour of UAE customers towards institution
products (Yung, 2018). By this, firm can enhance their market share and also build optimistic
name of firm in fashion industry. By this,s number of millennial customers get influences and
purchase its best services to make themselves satisfied.
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Chapter 2: Literature Review
This chapter is also includes as an crucial part of research as it related to the conceptual
framework that is based on the digital marketing contents and social media promotion to
influence impulse buying in clothing industry over the world. This phase of research is focus on
gathering detailed analysis about the research questions and objectives that directly support in
drawing a valid conclusion at the end of the study. It is part of secondary method that consist
views of different writer on the basis of specified theme and topic as well. Along with this, it is
also based on the past study and framework that provide by another authors (Erdemir, 2016). By
this, investigator will easily evaluate the actual impact and influence of SMM on customers
purchasing action in UAE. This topic provide a wider scope to investigator to effectively
evaluate the significant of social media marketing that support in influencing large number of
customers towards the company and its offerings as well.
Role of social media promotion in triggering the impulsive buying among millennial customers
towards apparel products in UAE
According to Wicks, 2015, social media promotion is considered as a crucial feature for
business to boost their products in market place for inviting number of people in-front of its
products and services. Now a day's every individual access online sites for buying products and
services. As online promotion help them in understanding information about company services.
By this, people get influenced towards the products and services offered by organisation to its
customers. This will improve overall performance of the company. Social media marketing is
one of the effective and important eminent that influence or connect people with company
because it provide a platform where in firm can interact with their customers and also tries to
motivate them to purchase its products and services. Mainly, it facilitated two way
communication that change the customers attitude and perception towards the company products
and also improve the possibilities of gaining their satisfaction. Furthermore, revolution in
information technology gas empowered generation Y and it also positively impact on their
buying behaviour at the time of purchasing company services. As there are different type of
websites such as Facebook, Twitter, Instagram and many more which used by company to
promote their services in market for influencing impulsive buying behaviour of customers. In
market place, millennial customers have high power as they are willing to pay for clothing in
UAE. This can be appropriate for company to enhance their profitability level and also develop
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competitive and famous brand image in market place. With this assistance of this, large number
of millennial customers can easily attracted. In this regards, around 99.26% of UAE population
active on various social networking websites. In this, approx 9.38% people in UAE use social
networking websites as per daily basis. Among the whole population, people are use various e-
commerce stores for buying clothing products and fashion accessories. In context of this,
impulse buying behaviour is refers to the acknowledged as an irrational behaviour that directly
influence by the company and its activities as well. As, this type of buying was not planned by
the customers before purchasing products and services. But at the same time it resulted from a
stimulus that develop by a sales promotional device. It can be distinguished on the basis of four
types of impulsive buying like pure impulse buying that directly breaks the normal buying
pattern of customers. This type of behaviour occur when customers has no intention to purchase
but at the same tie products elicits emotions that influence them to act of buying. In addition of
this, reminder impulse buying occur at the time customers sees products and also remembers that
the stock is low or also recalls information towards the products and suggestion impulse buying
takes place when customers sees the product for first time and also required to satisfy their
needs. Thus, it has been evaluated that social media marketing is play a significant role in
influencing customers towards the products and also make them aware about its offerings. This
is build positive relation with consumers and also increase their profitability. In this regards,
there are some important role of social media promotion on triggering the impulsive buying
behaviour among millennial customers are as follows: Interacting with target market: In UAE, social media promotion is effective way to
interact with customers at a time. As it influence millennial customers to buy company
products and services. Mainly, it consist various sites or platform like Facebook, Twitter
and many more through which company posted their products and its information for
providing necessary information to its target customers. As it help in meeting their needs
and at the same time also may enhance profitability level of company. Improve Responsiveness: The primary role of SMM or promotion is to eases the
procedure of providing as well as receiving feedbacks. In case, millennial customers have
any kind of concern or problem towards the company offerings then they can let
company as per regular basis. This can be effective for improving their services that
offered to company to its customers. In this regards, social media give a platform to
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customers a convenient and accessible way to give their opinion about company and its
offerings as well. By this, clothing industries can easily improve their performance and
invite millennial customers towards its services. This will increase its profitability and
also established its competitive image. This will amend the chances of creating strong
millennial customers base. Competition: In digitalization world, social media marketing show a important duty in
engaging number of customers. With the use of this type of promotion support in
improving customers base of company. In competitive era, social and online promotion
beneficial for company in trigging the impulsive buying behaviour of millennial
customers towards the apparel products. In UAE, social media has an crucial role in
fostering the people demand towards the company products as it help them in inviting
towards the same and make them satisfied. It also increase profitability level of he
company and at the same time also enhance customers satisfaction towards the specified
apparel products and services. On of the main advantage of using social media or
promotion is to boost online traffic that may assist in increasing company sales and also
make them competitive as compare to its competitors. Every customers wants quality
products for satisfying their needs. Effective marketing: Social media and online promotion is considered as an important
platform that contributed in generating interest among customers who are more
responsive towards them. Mainly it includes LinkedIn, Twitter and many more which
may assist in delivering creative and attractive advertisement to provide all the necessary
information about products and services. All these are support in making millennial
customers aware and also influence them to buy apparel. In UAE, clothing company
places their advertisement strategically within the informative posts. As it is effective
way to promote and spread the essential content towards company offerings in order to
ask for customers about its services. In this regards, effective marketing is crucial for firm
in making customers aware and also improve their buying power for making millennial
customers base more strong. Find customers: Social media is crucial platform which give new chances to customers
in order to prosecute in social interaction over the cyberspace. IN UAE, millennial
customers use social media like online communities, to create data and to connect
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network with other people. Along with this, social media promotion is also help in
making customers engage that help company in influencing them towards their offerings
by providing information about its products and services as well. Now a days, companies
and people highly use social media to promote and gather information. This type of tool
promote better connection with people by developing an effective communication or
interaction as well. In addition of this, Web 2.0 applications is also consider as an
advancement aspect that directly conveyance the internet to a societal environment by
developing or acquaint social media. By this people can easily interact and make content
online. In addition of this, by using this application company find millennial customers
and give them prime products to meet their requirements. This can be effective for
increasing image by establishing its competitive edge. Affordability: Social media marketing is reasoned as an essential feature that provide a
way to promote their business at market by supply best goods to its customers as per their
wants. In UAE, clothing industries use affordable social media marketing campaign that
help them in inviting more and more millennial people. It also assist to improve
performance of firm at online platform. As social media promotion is considered as a
crucial activity that support company in creating strong customers base and make its
performance more competitive.
 Social environment: It is essential role of social media to create an effective social
environment for customers so that company can easily acquire important feedback from
customers towards the company and its services as well. Mainly, social media marketing
serves the main purpose of making marketing more easy for customers that help in
influencing millennial customers towards its offerings. By using this, clothing company
can understand customers demand and their perception toward the company and its
offerings as well. It is appropriate for organisation to increase their profitability level. For
attaining success, customers reaction is important for company so that they amend their
positive performance in UAE industry and industries as well.
According to Robinson, 2014, Every generation has its own characteristic as they also
affected by the change of world and vice a versa they changes the world. As huge amount of
information is now as distant as millennial generation also use new demands and affected
through online and social media platform. In this regards, the millennial customers evaluates
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them as lazy, impatient, apathetic but on the other side they are labelled as open minded,
innovative, energetic, innovative, smart, motivated and confident as well. They always enjoy in
buying and also love to buy. Therefore, it is important for organization to realize the pattern and
motived of millennial customers behind their shopping attitudes. As behaviour of buying of
millennial customers is totally different for other generations. Now a days, most of people are
active on social media to connect with each and other. This is the reason that millennial
customers are more critical customers of company by which organization can increase their sales
and profitability. In this regards, it is important organisation to attract millennial customers for
improving their brand and market image as well. For attaining the same, company use social
media platform that directly contributes in processing or influencing millennial interest towards
the clothing products. Along with this, impulsive buying behaviour is also consider as an crucial
aspect for company that is related to the customers emotions, availability of time, characteristic
of customers, sales promotion and many more. All these are directly influence millennial
customers buying behaviour towards the clothing products. For this, company needs to ficus on
impulsive buying behaviour of generation Y so that retail and clothing companies can be easily
attract and influence. It help in developing strong customers base which support organisation in
establishing their agonistic image as equivalence to its competitors.
Clothing companies in UAE increase their marketing methods on social media platform to
influence the impulse buying behaviour of millennials in order to increase their sales
As per view point of Guillén and Rubio, 2019, Yes, clothing companies in UAE needs to
increase their marketing methods on social media platform as it help organisation in influencing
impulse buying behaviour of millennial customers. This type of people are mostly active on
social media and they influenced with company products and services. It contributes in
improving the overall performance of organization and also gain their profitability level as well.
Along with this, the UAE has a rich and diverse population and also focus on building trust
credibility with culture specific services merged with the customers journey and experience as
well. By using social media, clothing company in UAE can easily improve their performance and
enhance their sales by supplying best products to millennial customers. In addition of this, online
fashion market is considered as a crowded place wherein organisation can easily established their
famous image in market and also attain higher growth. Digital marketing not only improve
company sales but also make image of company competitive by which customers get attracted.
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The prime benefits of using social media platform in UAE is to improve awareness towards the
company and also get immediate response of customers towards is services. Apart from this,
social media marketing is refers to the famous activity used by number of people as per specified
task ad work. In UAE, most of people are active on social media and also go online for shopping
rather than visiting stores physically. This is the main reason that clothing companies operate in
UAE needs to improve their social media platform that assist in attracting millennial customers.
It directly lend in improving their positive and competitive brand image. In context of this, there
are some appropriate methods of marketings on social media that used by company with the aim
of influencing impulse purchasing action of millennial customers in-front of clothing products.
All the methods can be effective for increasing its sales and behaviour of customers to buy
company products:
 Facebook Retargeting Ads increase conversion rates: This type of marketing method
is one of the effective way for clothing companies to increase their sales. As, mostly
millennial customers are busy on online sites and social media platform but they are not
primed to purchase instantly upon visual perception an ad or visiting websites. By
providing them attractive ads to make them aware about company products. By this,
organization can able to reach their millennial customers who were thinking about buying
clothing products from business organisation. By using their websites, firm retarget their
customers by creating Custom Audiences along with Facebook in order to expand their
number of audience. This will help in improving positive brand image and also may
develop their competitive brand image within the fashion industry. After giving them ads
if customers didn't buy products within a week than clothing companies give them some
discounts and other offer to get them to act and response. It may assist in generating
overall sales of business organisation by influencing impulsive buying behaviour of
millennial customers.
 Give-away's on social sites: If company is famous for their products or services then run
a give way on social media like Facebook and Instagram. For this, company provide give
away on the basis of customers likes and reaction on the products and campaign as well.
This type of giveaways is one of the effective and regular feature for company to improve
their brand performance for making customers base more strong. Furthermore, it also
become appropriate for increasing number of millennial customers and make them loyal
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towards the company. It may assist in accelerative the profitability and also acquiring
bigger market share from its rivals also. As, organisation needs to ensure that they
utilization good and identifiable hashtags for the item or products giveaway. Running
Instagram and Facebook campaign will assist in increasing millennial customers and also
increase brand awareness at competitive market. All these can be effective for enhancing
the profitability level through which clothing companies can easily implanted their
agonistic and celebrated image by which impulsive buying behaviour of millennial
customers can easily influenced.
 Regular Blogs: It is important for company in providing constant and valuable
information to their customers through a blog. This is effectual for firm to make
customers aware towards the clothing products in order to improve their trust and loyalty
as well. In this regards, blogs should be regularly released so that customers easily
understand whenever they visit company sites. Blog should be modality absorbing and
less than 500 words so that millennial customers get easily attracted and influenced. By
this, organization invite more millennial customers to satisfied their requirements. It will
assist in heighten its overall sales and profitability level. Furthermore, blog should be
short and sweet because now a days customers are looking for attractive and creative
blogs. On the other side, sometime online digital marketing strategy will requited a log
post along with different photos and maybe even a video. By this, people get easily
influences and at the same time also buy company services for accelerative their overall
profitability at competitive market place.
 Email a reminder to customers who left their products in shopping cart: It is one of
the effective and popular method of marketing in which people add their selected items
and products in their shopping cart so that they easily place their orders. But some time
they forget all about them. In this regards, company send them a reminder email to those
customers who put their products to the cart but at the same time didn't purchase. Along
with this, company also provide them discount and offer code to encourage them to
purchase products products company. Mainly, digital marketing is easy and fairly easy
and at the same time also way to increase awareness or its overall sales as well. In UAE,
various fashion brands are sincere towards their digital marketing and also focus on
influencing millennial customers by understanding their impulse buying behaviour. It
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