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.
1

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.
2

 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.
3

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
4

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
5

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
6

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
7

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.
8

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
9

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
10

will immediately contributes in devising image more competitive so that various people
can easily attracted. Due to this, online and social media is an effectual mode to
encourage group to purchase company good as firm can develop positive relation with
their millennial customers by give them fashion and clothing products.
In addition of this, there are some another ways and strategies which should be used by
clothing companies in UAE with the aim of increasing their sales by influencing impulsive
buying behaviour of millennial customers. As this type of customers are highly connected by
social media platform and also prefer to buy products from the same as compare to visit
physically to stores. This can be a best opportunity for organisation to easily reach their target
customers and make them allegiant towards its offerings by offerings them best quality services
according to their needs. All the options and marketing methods can be understood by following
points:
 Promotion Run during holidays increase sales and acquiring attending when buyers
are much cognisant: It is also considered as an effective strategy that should be
implement by company in which they provide incentive to buyer on the basis of specific
occasions. This can be an effective digital marketing strategy that help in promoting as
well as influencing people to take its products. As, organisation includes series of emails
that give subscriber to customers to share their emails discounts along with their friends
and on social media as well. By this, company invite or influence millennial customers
about its services and make them influenced and satisfied with its offerings. It also
assistance in exploding overall sales and profitability level of fashion company in market.
 Make style guides to entertainment visitors how to wear of incorporate company
products into their everyday life: Fashion companies in UAE serve variety of clothing
items to its customers for achieving their higher satisfaction. Under this, firm should put
together a style guide on their websites so that millennial customers can visit and
subscribers in order to get various ideas on how to wear clothing and so on. Mainly, style
guide that company offered to customers on the basis of seasonally, for specific
occasions, vacation and so on topical themes. Along with this, guides can be recorded as
a particular section on organisation websites and also its blog that focus on providing in-
depth information of each and every collection. Telling a story with the style is also help
in grabbing customers interest towards its services.
11

 Working with influencers in fashion industry give right to a new audience: In
industry, clothing or fashion companies in UAE should work with a famous fashion
individual that help in increasing dedicated followers towards its brand. By this, company
can easily build their popular reputation and invite millennial customers towards its
clothing products. For increasing their overall sales, company needs to remark, review or
even impairment your products in order to put optimistic effect on gross action of
company and its image as well. Furthermore, creating a specific campaign in UAE is
also effective for developing as well as creating gorgeous images with products assist in
capturing capturing millennial customers by influencing their impulsive buying
behaviour. This contribute in heighten sales of the organization and make them famous at
competitive market area. It may contributes in attractive huge millennial customers
towards its clothing items. Furthermore, organisation should focus on working with
bloggers that give different things such as sharing customers content on their blog and
social channels, selected the correct influencer is also assist in gaining new customers
towards its services. By collaborating with blogger, company can easily run Facebook
and also post ads featuring the photos that influence millennial customers to consume its
clothing products as per their choice and need as well.
 Have every new email subscriber follow on Instagram: This plan of action also play a
critical role on in inviting more and more millennial customers. In this, fashion company
should send new emails subscriber a thank you for following and at the same time also
direct them to go on Instagram for knowing about tips and style inspiration as well.
Along with this, organisation needs to encourage customers to not only precede them but
also share their photos of themselves along with its company products by using special
and creative hashtag. This will directly contribute in creating brand loyalty and bringing
people in touch towards their products. This is the reason that, it is consider as an
appropriate strategy on social media that help in creating positive and competitive
performance of company within the fashion industry.
 Create gift guides for entire year for customer's life events to influence them to buy
the same: This type of strategy is depend on nature and type of e-commerce stores and
their ideal buyer. In this company should provide gift guided to customers for whole life
occasions in order to retain them. Through which, millennial customers buy gifts year
12

round occasion. By using this digital marketing strategy clothing company in UAE can
easily promote their products by providing them gifts. In this regards, all the gift guides
should be available on websites of company and also send target emails to their
customers. Along with this, company should promote their gift guided on social media to
invite more and more millennial customers. Mainly, this type of gift guide is refers to the
collection of items that offer by firm to customers customers to make them satisfied and
loyal as well.
RESEARCH METHODOLOGY
RM is consider as an one of the crucial section that involves specific methods and
techniques adopted by investigator in research for collecting, assembling and evaluating the data.
Mainly, it includes those techniques that are used to collected relevant data in a nominal research
study and topic as well. Thus, it is essential for research worker to choice suitable and
appropriate methods for executing the investigation action in well organised way (Kassim and
et.al., 2016). By using this, investigator can increase the chances of attaining positive and
reliable outcomes that make whole research more successful and authentic. This will support in
providing clear and accurate information about research issues by which investigator can draw a
valid judgement. One of the main reason behind this chapter is that it is a way to effectively or
systematically solve a research problem. Along with this, it is a study how an investigation is
done appropriately. For better understanding there are some effective and suitable methods of
carried out research activities are as follows:
 Research philosophy: It is consider as a belief about a ways in information should be
gathered, analysed and used. By this, expert can collect applicable data about the research
theme and area. It may straight-away contributes in improving the possibilities of
accomplishing positive and reliable results. It is categorized on ground of two type of
philosophy such as interpretivism and positivism research philosophy. Interpretivism
philosophy is includes investigator to interpret all the elements of the research as it
integrated human interest. By using this, investigator gather valid information towards
the research subject. Whereas, positivism is based on natural phenomena and relations as
well. In this researcher collect information as per reason and logic as well (Krishnan,
2014). For carry out this study, researcher will adopt interpretivism research philosophy
13

as it assist investigator in collecting or evaluating in-depth information in-front of
research topic in order to attain affirmative and dependable outcomes within the research.
Research strategy: It is one of the essential layer of inquiry framework which support
researcher to choice suitable strategy in order to collect relevant data and content. With the
guidance of this aspects, research maker can easily undertake whole research task and make it
more effective and authentic as well. In this regards, there are some type of research strategies
such as questionnaire, focus group, interview, observation and so on. These are assist in
collecting applicable accumulation and information on the basis of effect of social media
marketing on impulsive behaviour of millennial customers towards fashion company in UAE. In
order to undertake current study, man of science will use questionnaire as a research strategy that
help in assembly relevant collection according to its specified topic (Tuten, 2019). With the help
of this, reliable and valid data can be easily collected through which researcher take right and
reliable decision that make whole research more effective. The main reason of using
questionnaire is that it save both time and cost of investigator and company as well. Along with
this it also support in perceptive actual views and opinion of selected respondents.
Research approach: This subdivision of study is mainly supported on collection of data
and its analysis also. As per data collection investigation conceptualization is apart into two parts
which are qualitative and quantitative. However, in case of data analysis, inductive and deductive
are consider two main approaches. Within an investigation, there are two methods of data
collection which are quantitative and quantitative. In this regards, quantitative research is refers
to a systematic investigation in which researcher gather quantifiable information and also
performing in statistical and computational techniques (Coleman, 2018). Mainly, it is based in
measuring variables that help in providing most reliable and authenticate subject matter about the
research theme. With the use of this method, researcher can draw or stake a valid judgement and
improve accuracy of research. Whereas, qualitative method of data collection is also see as an
effectual technique that refers to the process of naturalistic study that provide in-depth subject
matter on the basis of social phenomena. Mainly, it is based on the meanings, concepts,
characteristic, symbols, definition and many more which are not measurable because it relies on
the direct experience of human beings. Along with this, it also assist in gathering data through
which researcher easily understand the actual concept of issues. For executing or evaluating this
study, investigator will use quantitative method of data collection as it is an effective method that
14

help in assemblage faithful message close to research theme that is measurable in nature (Kautish
and Sharma, 2019). By this, researcher accomplish higher response from selected respondents
that assist in rising the possibilities of accomplishing affirmative and valid results.
Advantages and disadvantages of quantitative data collection: In this research,
investigator use quantitative method for gathering collection as per selected topic. As
quantitative research is refers to the mathematical and computational tools that used for
collecting relevant content. By this, investigator easily measure the real issues and ways to
resolve the same. The main reward of using this type of method is it offer reliable and repeatable
information that assist in accomplishing positive findings within the research (Pieterse, 2019).
On the other side, there are some drawbacks of using quantitative research is that some time
investigator is fail in evaluating the answers provide by selected respondents. As, it does not gain
access to specific feedback details towards the research topic which can be negatively impact on
the end results of investigation.
Data collection method: It is crucial for investigator to select suitable methods for
collecting data to take right and appropriate results within the research for making it more
effective. It is categorised on the ground of two methods such as primary and secondary. Both
methods are effectual for assembling accurate data that support in making whole research in
efficient way. In this attentiveness, primary method is related to original observation gathered by
the investigator for first time as it includes surveys, observations, experiments, questionnaire and
many more (Jaramillo and Richardson, 2016). Whereas, secondary content is collected through
someone others as it is already available and analysed by others. Mainly, it provide detailed
analysis about the selected topic and theme. Through this investigator can take accurate
judgement. For this research, expert adopt both methods which assist them in accomplishing
positive outcome within the investigation. By exploitation primary methods, investigator prepare
a questionnaire that included open-ended questions asked from selected respondents. Whereas,
secondary method for collecting information assist in carried out literature review that consist
view points of various authors on the basis of research theme. By this, researcher can draw a
sound conclusion and develop a reliable investigation.
Sampling: It is consider as a procedure of selecting sample size from whole grouping
with the aim of gathering relevant data. For this, there are two type of sampling techniques i.e.
probabilistic and non-probabilistic sampling technique. Under this research simple random
15

sampling method will be used by investigator that is part of probabilistic technique (Scopelliti,
2018). By this, 50 respondents are selected who are the customers of company and also provide
actual information about research topic.
Limitations of the research: While carry our research activities in effective style,
investigator face different issues or limitation that put negative effect on end results. In this
regards, there are some limitation like insufficient fund, lack of resources, inaccurate time,
unethical behaviour of respondents, lack of relevant information from previous study. Thus, it is
crucial for researcher to bring off all the resources while conducting investigation (Kang and
Sung, 2019). This will amend in making entire research effective and evaluate the end results
more effective and efficient.
DATA PRESENTATION AND ANALYSIS
Questionnaire
Name:
Age:
Gender:
Contact no.:
Q1) Do you have any idea about Social Media Marketing?
a) Yes
b) No
Q2) Are you aware about impulse buying behaviour?
a) Yes
b) No
Q3) Does social media marketing and promotion influence the impulse buying behaviour
of millennial customers?
a) Yes
b) No
Q4) What are the role of social media marketing and promotion for Louis Vuitton at
market place?
a) Interacting with target market
b) Effective marketing
16

c) Find customers
Q5) What are the different social media platform millennial customers mostly used for
purchasing Apparel products of Louis Vuitton?
a) Facebook
b) Snapchat
c) Instagram
Q6) What different strategies used by UAE apparel companies to influence the impulsive
buying behaviour?
a) Facebook Retargeting
b) Give-away's on Facebook and Instagram
c) Regular Blogs on fashion
d) Email a reminder
Q7) Does use of social media marketing and promotion help UAE companies in increasing
their overall sales?
a) Yes
b) No
Q8) What are the current trends for Millennials customers that directly influence their
impulse buying behaviour?
a) Use social media
b) Offer a loyalty program
c) Price products competitively
Q9) What are the major problem faced by Millennial customers while purchasing Apparel
products of Louis Vuitton?
a) Weak Lifestyle branding
b) Mobile sluggish/unfriendly websites
c) Forgetting to “go green”
d) Keeping up with hashtags
Q10) Recommended the ways by which Louis Vuitton can influence impulse buying
behaviour of millennial customers.
Data sheet
17

Q1) Do you have any idea about Social Media Marketing? Frequency
a) Yes 35
b) No 15
Q2) Are you aware about impulse buying behaviour? Frequency
a) Yes 40
b) No 10
Q3) Does social media marketing and promotion influence the
impulse buying behaviour of millennial customers?
Frequency
a) Yes 30
b) No 20
Q4) What are the role of social media marketing and promotion for
Louis Vuitton at market place?
Frequency
a) Interacting with target market 30
b) Effective marketing 10
c) Find customers 10
Q5) What are the different social media platform millennial
customers mostly used for purchasing Apparel products of Louis
Vuitton?
Frequency
a) Facebook 30
b) Snapchat 10
c) Instagram 10
Q6) What different strategies used by UAE apparel companies to
influence the impulsive buying behaviour?
Frequency
a) Facebook Retargeting 20
b) Give-away's on Facebook and Instagram 10
c) Regular Blogs on fashion 10
18

d) Email a reminder 10
Q7) Does use of social media marketing and promotion help UAE
companies in increasing their overall sales?
Frequency
a) Yes 35
b) No 15
Q8) What are the current trends for Millennials customers that
directly influence their impulse buying behaviour?
Frequency
a) Use social media 20
b) Offer a loyalty program 20
c) Price products competitively 10
Q9) What are the major problem faced by Millennial customers
while purchasing Apparel products of Louis Vuitton?
Frequency
a) Weak Lifestyle branding 20
b) Mobile sluggish/unfriendly websites 10
c) Forgetting to “go green” 10
d) Keeping up with hashtags 10
Theme 1: Idea about Social Media Marketing.
Q1) Do you have any idea about Social Media Marketing? Frequency
a) Yes 35
b) No 15
19

Interpretation: SMM is one of the essential platform or website that used to boost company
products and services in market to influence customers. Along with this , it also support in
developing higher sales and drive website traffic by which organization easily reach their target
customers. With the help of this, organisation can attract more number of customers in-front its
services. In context of this, 35 out of 50 participants give their views that social media marketing
is an effective activity thorough which firm can enhance their profitability level and rest of 15
people are not much cognisant about social media marketing and its impact on company and
customers buying behaviour.
Theme 2: Aware about impulse buying behaviour.
Q2) Are you aware about impulse buying behaviour? Frequency
a) Yes 40
b) No 10
20
35
15
a) Yes
b) No

Interpretation: As per above discussed graphical representation it can be evaluated that 40 out
of 50 participants think that buying behaviour is refers to unplanned decision to buy products and
services that made just before a purchase. This behaviour of consumers is directly affected
through quality products of company that usually triggered by emotions and feelings as well.
Mainly, it means making an unplanned purchase. On the other hand, rest of 10 respondents does
not have any idea about the impulsive buying behaviour.
Theme 3: Social media marketing and promotion influence the impulse buying behaviour
of millennial customers.
Q3) Does social media marketing and promotion influence the impulse
buying behaviour of millennial customers?
Frequency
a) Yes 30
b) No 20
21
40
10
a) Yes
b) No

Interpretation: From the above mentioned graph it has been examined that impulsive buying
behaviour is consider as an activity of a customers to buy good and services without any kind of
planning in advance. In this regards, social media marketing and promotion is play a significant
function as it directly influence impulsive buying behaviour of millennial customers by making
them aware about company products. This can be put positive impact on organisational
performance in market place. In this, as per view point of 30 respondents buying behaviour of
generation Y customers affected or influenced through social media marketing and promotion.
By this company easily invite more and more people towards its services. On the other side, rest
of 20 people said that social media marketing is not influence impulsive buying behaviour of
millennial customers.
Theme 4: Interacting with target market is major role of social media marketing and
promotion for Louis Vuitton at market place.
Q4) What are the role of social media marketing and promotion for
Louis Vuitton at market place?
Frequency
a) Interacting with target market 30
b) Effective marketing 10
22
30
20
a) Yes
b) No

c) Find customers 10
Interpretation: Today's competitive era or market, social media marketing define a major role
that help company and people in connected with each others. It is used as a marketing tool to
increase awareness of people about the company products and services. This will support in
establishing competitive brand image that easily influence millennial people towards the same.
Along with this, it provide various benefits and advantage to company in enhancing its market
share. As per view point of 30 respondents, social media marketing help company in interacting
with target market by which firm easily create strong base of customers. 10 people give their
views that effective marketing is also a major benefit of social media marketing that support
company in promoting as well as advertising their apparel to invite more and more consumers
towards its offerings. Whereas, rest of 10 participants said that social media assist company in
finding target customers by which they can amend their performance level within the fashion
industry.
Theme 5: Different social media platform millennial customers mostly used for purchasing
Apparel products of Louis Vuitton.
23
30 10
10
a) Interacting with target
market
b) Effective marketing
c) Find customers

Q5) What are the different social media platform millennial customers
mostly used for purchasing Apparel products of Louis Vuitton?
Frequency
a) Facebook 30
b) Snapchat 10
c) Instagram 10
Interpretation: As per above discussed graph it has been evaluated that there are various media
platform which used by millennial customers with the aim for purchasing apparel products and
services. In this regards, generation Y customers are mostly active on social media sites as they
also have strong power of purchasing in market place. In this, 30 out of 50 people think that
Facebook is one of the important and mots using platform wherein millennial customers are
active and also updated towards the fashion industry. Along with this, 10 participant give their
views that Snapchat is an effective social media platform that mostly used by millennial
customers to purchase company products and services. Whereas, as per 10 people Instagram is
appropriate for customers that influences them to buy apparel products and services. By using all
24
30 10
10
a) Facebook
b) Snapchat
c) Instagram

these strategies company may amend their brand name and also accepted its agonistic edge at
market place.
Theme 6: Facebook Retargeting is an effective strategy used by UAE apparel companies to
influence the impulsive buying behaviour.
Q6) What different strategies used by UAE apparel companies to
influence the impulsive buying behaviour?
Frequency
a) Facebook Retargeting 20
b) Give-away's on Facebook and Instagram 10
c) Regular Blogs on fashion 10
d) Email a reminder 10
Interpretation: From the above mentioned graph it can be examined that various strategies are
there that help UAE companies in inviting or influencing impulsive buying behaviour. It will
affect on profitability organization in positive way. In this regards, 20 out of 50 participants think
that Facebook retargeting is consider as an important strategy that help customers in providing
25
20
10
10
10
a) Facebook Retargeting
b) Give-away's on Facebook
and Instagram
c) Regular Blogs on fashion
d) Email a reminder

necessary information towards the company products and services. By this, firm can improve
their positive brand image and at the same time also increase its presence at market place. 10
people give their views that Give away' s on Facebook and Instagram is also a effective strategy
which company provide awareness to customers as per regular basis in order to effectively
understand people reaction towards offering products and services. Furthermore, 10 respondents
think that regular blogs on fashion help in increasing awareness of customers that provide
information about new updates in fashion industry in order to invite millennial customers
towards the apparel products. On the other side, 10 participants said that email a reminder is a
way through which firm can easily remind their customers about their order that they place and
keep in cart. All these are consider as an effective strategy through which UAE apparel
companies can influence customers towards its offerings.
Theme 7: Use of social media marketing and promotion help UAE companies in increasing
their overall sales.
Q7) Does use of social media marketing and promotion help UAE
companies in increasing their overall sales?
Frequency
a) Yes 35
b) No 15
26
35
15
a) Yes
b) No

Interpretation: Social media marketing and promotion is one of the crucial action for every
business organisation as it help in increasing awareness of people about the company products
and services. This will help in improving whole performance level of business organisation by
enhancing its market share. In this regards, the primary benefit of using social media is to capture
customer tending towards the apparel products this may raise sales and profitability at market
place. In this regards, 35 out of 50 people think that use of social media marketing and
promotion supports in developing positive brand image and also invite large number of
customers over its products and services. With the assistance of this, firm can established its
competitive brand image. Furthermore, rest of 15 participants give their views that sometime
social media is not effective in reaching at their target customers that put negative impact on its
profitability level.
Theme 8: Current trends for Millennials customers that directly influence their impulse
buying behaviour.
Q8) What are the current trends for Millennials customers that
directly influence their impulse buying behaviour?
Frequency
a) Use social media 20
b) Offer a loyalty program 20
c) Price products competitively 10
27

Interpretation: In market place, various trends are there that directly influence impulse buying
behaviour of customers. In this regards, millennial customers have serious purchasing power in
market as they moves fast and constantly evolve to keep their attention. As 20 out of 50
participants give their views that use social media is a current trends by which millennial
customer find and discover new products as they are mostly active on social media websites
keeping updated with social accounts. Along with this, 20 people think that offer a loyalty
program is also an effective trend that may increase bond brand loyalty of millennial customers
towards the apparel products. On the other side, rest of 10 respondents said that Price products
competitively is a current trend in which millennial customers have an acute awareness about
product pricing due to the increase usage of social media and smartphones.
Theme 9: Weak Lifestyle branding is major problem faced by Millennial customers while
purchasing Apparel products of Louis Vuitton.
Q9) What are the major problem faced by Millennial customers while
purchasing Apparel products of Louis Vuitton?
Frequency
a) Weak Lifestyle branding 20
b) Mobile sluggish/unfriendly websites 10
c) Forgetting to “go green” 10
28
20
20
10
a) Use social media
b) Offer a loyalty program
c) Price products competitively

d) Keeping up with hashtags 10
Interpretation: From the above mentioned graph it can be examined that Millennial customers
face various issues while purchasing apparel products and services. This will directly affect their
impulse buying behaviour as it it also negatively affect the company image and overall sales. In
this regards, 20 out of 50 people think that weak lifestyle branding is the major issue that faced
by millennial customers as they prefer to buy best quality products. Best quality feature and
products are easily attract them towards the same. Along with this, 10 participants give their
views that mobile Mobile sluggish/unfriendly websites is also consider as a major issue that may
directly impact on the customers buying behaviour towards the apparel products. Furthermore,
10 respondents said that Forgetting to “go green” is a major challenge that put negative impact
on the millennial buying behaviour while purchasing company products and services. On the
other side, 10 people think that Keeping up with hashtags is consider as an issue in which
customers are directly affected towards the company products.
29
20
10
10
10
a) Weak Lifestyle branding
b) Mobile sluggish/unfriendly
websites
c) Forgetting to “go green”
d) Keeping up with hashtags

CONCLUSION AND RECOMMENDATION
Under whole investigation, this part of research is important as it summarise entire
activities of study and also provide necessary recommendation for further improvement. The
main purpose of this segment, researcher can develop an effective or successful research that
support in analysing accurate results by analysing collected data and information. It may put
optimistic effect on end outcome of work. Through this, researcher maker can draw a valid
conclusion by taking right decisions.
Recommendation
The preceding explained research signified that social media marketing and promotion is
one of the important activity of tool by which company advertise their products in market place
with the aim of influencing impulsive buying behaviour. Hence, there are some more suggestions
which has been identified for company in order to addition their sales and profitability level. In
this regards, satisfying millennial customers needs is major responsibility for UAE Apparel
company to influence their impulsive buying behaviour so that business can easily accepted their
brand image. For this, firm needs to effectively analysis impulsive buying behaviour before
providing quality products and services. This will help them in satisfying their needs.
Furthermore, firm needs to use appropriate social media platform like Facebook, Instagram,
Snapchat to influence buying behaviour of millennial customers. Mainly, generation Y
customers have strong purchasing power in market as they mostly focus on quality products. For
this they always ready to pay more in which firm can UAE apparel companies can invite more
and more customers. This can be effective for generating huge profitability level by increasing
its sales. Further suggestion for business organisation is that they needs to interact with target
market, use effective marketing, find millennial customers and offer best quality products. It help
UAE companies in establishing their competitive image at market place and at the same time
also capture larger market share from its competitors by capturing customers attention. Apart
from this, Louis Vuitton needs to analysis what social media platform used by millennial
customers so that they provide them all the necessarily information. This will directly contributes
in making millennial customers aware about its offerings and get affected. It may aid in
increasing the chances of increasing of attaining higher success at market place.
Apart from this, apparel companies in UAE should adopt effective strategies like
Facebook Retargeting, give-away's on social media platforms, post regular blogs on fashion
30

trends and also provide email a reminder. All these are effective strategies that support or
influence millennial customers impulsive buying behaviour. It may support in developing or
creating positive brand image at competitive market place and also attain higher success. By
assistance of this aspects, company also increase their overall sales at market place.
Conclusion
It has been recapitulated from the preceding report that using social media marketing and
promotion is important as it help business organisation in attarting large number of customers
over the company offerings. By using the same, firm can influence millennial customers and
their impulsive buying behaviour. This type of behaviour is unplanned by people as they are
easily influenced towards the company products and services. In this regards, millennial
customers are strong in market because of their purchasing as they are mostly active on online
sites or social media platforms like Facebook, Instagram, Snapchat and many more. All these
sites are influence and provide necessary information about the products in order to make them
aware. If they have proper knowledge and also like its quality than they easily buy apparel from
UAE companies. In this they attract towards the quality and also ready to pay more. It may
directly contributes in increasing sales and its market share. Along with this, it also summarised
that millennial customers are also face issues at the time of buying apparel products from UAE
company like weak lifestyle branding, Mobile sluggish/ unfriendly websites, keeping up with
hashtags, Forgetting to “go green”. These issues and challenges put negative impact on company
image and its sales as well. Thus, it is crucial for business organisation to effectively analysis all
the current trends and buying behaviour of millennial customers with the aim of making them
loyal towards its offerings. Apart from this, some current trends for millennials customers such
as use social media, offer a loyalty programs, price products competitively. These are the major
trends that affect the buying behaviour of millennial customers. With the help of this company
can easily established their competitive brand image at market place and at the same time also
build their customers base more strong. For attaining the same, Louis Vuitton use Facebook
Retargeting through which company promote their services in front of millennial customers. This
will appropriate in making overall performance more competitive and famous through which
large number of millennial people get attracted.
31

REFERENCES
Books and journals
INDAHINGWATI, A. and et. al., 2019. How Digital Technology Driven Millennial Consumer
Behaviour in Indonesia. Journal of Distribution Science. 17(8). pp.25-34.
Katrodia, A., Naude, M. J. and Soni, S., 2018. Determinants of shopping and buying behaviour:
a case at Durban shopping malls. African Journal of Business and Economic Research.
13(1). pp.219-241.
Saeed, M. and Binti Abdul Ghani Azmi, I., 2019. The nexus between customer equity and brand
switching behaviour of millennial Muslim consumers. South Asian Journal of Business
Studies. 8(1). pp.62-80.
Stępień, B. and Lima, A., 2018. Luxury Goods’ Perception Within Millennials Cohort: Evidence
against global homogeneity myth. International Journal of Marketing, Communication
and New Media, (4).
Yung, C. A., 2018. Facebook Dominant, Majority, Growing, and Emerge a Marketing
Segmentation Approach. International Journal of Virtual Communities and Social
Networking (IJVCSN). 10(1). pp.1-16.
Erdemir, A. S., 2016. Integrating Second Screen and Moments of Inspiration: Impact of
Socialization and Patronage on Purchase Decision. Journal of Business and Behavioral
Sciences. 28(1). p.13.
Ruixia, L. and Chein, T. S., 2019. Analysing the Moderating Effects of Generational Cohorts on
Brand Loyalty in the Malaysian Footwear Industry. Jurnal Pengurusan (UKM Journal
of Management). 56.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
Liu, G. Z. and Lu, J., 2019. IJIKM Volume 14, 2019–Table of Contents. Interdisciplinary
Journal of Information, Knowledge, and Management. 14. pp.000-000.
Robinson Jr, L. ed., 2014. Marketing Dynamism & Sustainability: Things Change, Things Stay
the Same...: Proceedings of the 2012 Academy of Marketing Science (AMS) Annual
Conference. Springer.
Guillén, M. J. Y. and Rubio, N. eds., 2019. Customer Loyalty and Brand Management. MDPI.
Kassim, N., Bogari, N., Salamah, N. and Zain, M., 2016. The relationships between collective-
oriented values and materialism, product status signaling and product satisfaction: a
two-city study. Asia Pacific Journal of Marketing and Logistics. 28(5). pp.807-826.
Krishnan, S., 2014. The power of Mobile Banking: How to profit from the revolution in retail
financial services. John Wiley & Sons.
Tuten, T. L., 2019. Principles of Marketing for a Digital Age. SAGE Publications Limited.
Kautish, P. and Sharma, R., 2019. Managing online product assortment and order fulfillment for
superior e-tailing service experience: An empirical investigation. Asia Pacific Journal
of Marketing and Logistics.
Pieterse, J. N., 2019. Globalization and culture: Global mélange. Rowman & Littlefield
Publishers.
Scopelliti, R., 2018. Youthquake 4.0: A Whole Generation and the Industrial Revolution.
Marshall Cavendish International Asia Pte Ltd.
Kang, M. and Sung, M., 2019. To leave or not to leave: the effects of perceptions of
organizational justice on employee turnover intention via employee-organization
32

relationship and employee job engagement. Journal of Public Relations Research, pp.1-
24.
Jaramillo, S. and Richardson, T., 2016. Agile Engagement: How to Drive Lasting Results by
Cultivating a Flexible, Responsive, and Collaborative Culture. John Wiley & Sons.
Coleman, D., 2018. Building Brand Experiences: A Practical Guide to Retaining Brand
Relevance. Kogan Page Publishers.
Kara, A., Rojas-Méndez, J. I. and Turan, M., 2016. Ethical evaluations of business students in an
emerging market: Effects of ethical sensitivity, cultural values, personality, and
religiosity. Journal of Academic Ethics. 14(4). pp.297-325.
Online
Wicks. D., 2015. Role of Social Media Marketing in Business. [Online]. Available
through:<https://www.socialmediatoday.com/social-business/role-social-media-
marketing-business>.
FASHION, CLOTHING & GARMENTS DIGITAL MARKETING STRATEGIES. 2019. [Online].
Available through:<https://ed
33

34

35