Social Media's Influence on Online Shopping in Fashion Industry

This business research report investigates the influence of social media on consumer behavior within the global fashion industry. It begins by identifying the topic and discussing its relevance, followed by an initial literature search that explores existing research on the subject. The report then defines the research problem, poses specific research questions, and provides a detailed analysis of how social media impacts online shopping behavior. The study examines various social media marketing strategies used to influence consumer decisions. The report includes references to support the research findings and provides insights into the evolving relationship between social media and the fashion industry. The report is contributed by a student and is available on Desklib, a platform offering AI-based study tools.

[Date]
Running head: BUSINESS RESEARCH
Social media impacts the consumer's online shopping
behaviour in global fashion industry
Student Id:

BUSINESS RESEARCH 1
Table of Contents
Introduction......................................................................................................................................2
Topic identification and discussion.................................................................................................2
Initial literature search.....................................................................................................................3
Statement to Research Problem.......................................................................................................4
Research Questions..........................................................................................................................4
References........................................................................................................................................6

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Introduction
Research title
The research title of this research is to examine the role of social media impacts the consumer's
online shopping behaviour in global fashion industry.
Topic identification and discussion
In the recent period, the fashion industry is emphasized in the form of determining the trending
components which are related to furniture, clothing, and other factors. The whole sector has been
mostly associated with selling and manufacturing process of clothes and other factors that are
associated with such prospective (Ioanăs and Stoica, 2014). It is evaluated that there is various
difference between apparel as well as fashion industry. It is because fashion industry is
associated with terms of high fashion and app areal area which play effective role in affecting
political, technology, social, economic, and fashion industry. The technical component as well as
social modification in the general application of social media (Xiang, et al., 2016).
It can be determined that through this aspect of internal tool consider online retailers as well as
diverse social media ways which have been created with respect to determine the fashion trends
that enhance the fashion industry. It is also founded that the aspect of unisex style could have
been related to gender difference with respect to the fashion industry (Hajli and Sims, 2015). The
social media could make aware to the consumers for having products and services of consumers.
It plays an imperative role in increasing the probability of success of consumer buying behavior.
The social media reflects strong relation between the procedure of decision making as well as
purchases made by social media as well as consumers. It could also facilitate to increase the
profit of the firm. It is examined that the online culture for fashion industry so as customer at the

BUSINESS RESEARCH 3
global level that can be simply aware of recent trends as well as goods which are being delivered
by industry (Hajli, 2015).
Initial literature search
To explore concepts of social media and consumer's online shopping behaviour
Kumar et al. (2016) depicted that social network could facilitate the group or any team for
marketing the goods and services of organization. This tool could be imperative in meeting
organizational task by eliminating doubts of consumers. Moreover, the social networks
advertising can enable the firm in operating business procedure as well as make higher
competitive benefits. Further, social media can give based on data gathered by particular profiles
of groups.
In support of this, Stephen (2016) stated that consumer buying behavior can be identified as
attitudes as well as perception of individual’s perception to have products and services.
Consumer perception could be imperative in consuming specific products and services. Hence,
the firm could invest huge capital to influence a large number of products and services of the
firm. It can be vital in operating the business and making the competitiveness of the firm. Hence,
the term of company can spend a higher amount of cost in attracting the number of consumers
about products and services of firm. It can be vital for the accomplishment of organizational
purpose.
To discovers role of social media to influence online shopping behaviour of consumers at
global fashion industry
Zhang and Benyoucef (2016) social media marketing can facilitate business in accomplishing its
targeted consumers for comprehending what are goods and services. It can be possible by
entailing the certain tool that might be considered to have decision about the success of

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organization. It is evaluated that the marketers of the organization can practice for improving the
consumers buying behavior. Further, social media marketing is the style of marketing that is
practiced for promoting goods and services in a diverse market.
To recommended social media marketing strategies is usually practiced to influence online
shopping behaviour of consumers at global fashion industry
Alalwan et al. (2017) recommended that the firm should imply certain approaches which are
related to the approaches of social media such as SEO, evaluation of content, and effective
keywords and response on all the comments of consumers. It will build transparent relationship
between the organization and consumers. It can be stated that SEO is a tool that facilitates the
organization to promote their websites and pool the consumers on same web page. It would be
effective for increasing the growth of the organization. It is illustrated that social media
marketing is being an effective way of increasing the awareness of people towards the fashion
industry. The fashion industry has used these sources in their business process and pools a huge
number of consumers.
Statement to Research Problem
The background of this research is emphasized on evaluating the relationship between consumer
buying behavior and social media in the context of fashion industry. It will deeply evaluate the
profit as well as losses of using social media in the fashion industry for changing the behavior of
consumers. This study will also deeply evaluates different factors that might be affecting the
consumers buying behaviors. In last, it will discuss diverse strategies related to social media,
which could be practiced by the firm to improve the behavior of consumers towards particular
goods and services.
Research Questions

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The following research questions will be practiced by the researcher to investigate their study:
 What do you understand by concepts of social media and consumer buying behaviour
 What is the role of social media to influence online shopping behaviour of consumers at
global fashion industry
 Which social media marketing strategies is usually practiced to influence online shopping
behaviour of consumers at global fashion industry?

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References
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K., and Algharabat, R., 2017. Social media in marketing:
A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-
1190.
Hajli, N. and Sims, J., 2015. Social commerce: The transfer of power from sellers to
buyers. Technological Forecasting and Social Change, 94, pp.350-358.
Hajli, N., 2015. Social commerce constructs and consumer's intention to buy. International
Journal of Information Management, 35(2), pp.183-191.
Ioanăs, E. and Stoica, I., 2014. Social media and its impact on consumers behavior. International
Journal of Economic Practices and Theories, 4(2), pp.295-303.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social to
sale: The effects of firm-generated content in social media on customer behavior. Journal of
Marketing, 80(1), pp.7-25.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Xiang, L., Zheng, X., Lee, M.K. and Zhao, D., 2016. Exploring consumers’ impulse buying
behavior on social commerce platform: The role of parasocial interaction. International Journal
of Information Management, 36(3), pp.333-347.
Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems, 86, pp.95-108.