The Implications of Social Media Marketing on Fashion Brand Purchase
V. Vijay Durga Prasad1, S. Praveen2
1V. Vijay Durga Prasad, Professor, Department of Management Studies, PSCMR College of Engineering & Technology, Vijayawada (Andhra Pradesh), India.
2S. Praveen, Assistant Professor, Department of Management Studies, PSCMR College of Engineering & Technology, Vijayawada (Andhra Pradesh), India.
Manuscript received on 23 July 2019 | Revised Manuscript received on 03 August 2019 | Manuscript Published on 10 August 2019 | PP: 1140-1144 | Volume-8 Issue-2S3 July 2019 | Retrieval Number: B12110782S319/2019©BEIESP | DOI: 10.35940/ijrte.B1211.0782S319
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Social networking sites today are one of the “best opportunities” for a brand to connect with potential consumers. Social media is a medium for communication. Fashion industry has increasingly adopted customer engagement levels in Social networking sites to achieve superior firm performance. The buyer points out the differences between social networks and the launch of new social projects with speed. Social media marketing and the companies that use it have become more sophisticated. This study mainly aims to know the impact of social network marketing and consumer engagement on consumer purchase intention.
Keywords: Social Network Marketing, Consumer Engagement, Consumer Purchase Intention.
Scope of the Article: Marketing and Social Sciences