International Journal of Scientific Research in Engineering and Management (IJSREM)

Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

Impact of Social Media Marketing on Consumer Behaviour

Divyanshu Mishra

Under the guidance of Prof. Mathew Thomas

Masters of Business Administration

Galgotias University, Uttar Pradesh – 203201

CHAPTER-1

INTRODUCTION

1.1 The Study's History

The behavior of consumers is intricate, sophisticated, hard to modify, and occasionally confusing. Learning about
consumer behavior is an interesting but important field of research. because of its complexity, diversity,
unpredictable nature, and ubiquity. One of the most significant facets of consumer behavior and a hot topic for
consumer science research is consumer engagement and purchase intention. Scholars and marketers have been
trying to understand how consumers behave in a range of social, cultural, and other contexts. Understanding the
various mental and physical actions that the customer takes prior to, during, and following the purchase is the main
focus.

The virtual world has emerged as a result of the introduction, development, and use of information and
communication technologies by the general public and corporate organizations. Using the web, a system that uses
the internet to facilitate business communications and transactions, new forms of value creation have been created
in this digital age, dismantling traditional business models (Kalakota and Robinson, 2000).

The demand for social media has increased due to developments in digital services and infrastructure brought about
by government regulatory frameworks and other initiatives, as well as the availability of low-cost, high-speed data,
appropriate content, and mobile apps. Additionally, mobile devices have become more affordable and sophisticated
(Duhan and Singh, 2013). In addition, social media has given users new and innovative virtual platforms to interact,
communicate, socialize, discover new information, and stay up to date on concepts, ideas, and products that may
be of interest to them when making decisions about what to buy. Consumer decision-making has changed in the
social web era due to the introduction of new influences such as brand community discussions and online brand
endorsements (Constantinides and Fountain, 2008; Edelman, 2010).

Social networks assist consumers in making decisions and sharing information (Milovic, 2018). In recent times,
there has been an unparalleled surge in consumer interactions due to the availability of various forms of user-
generated content such as text, photographs, and videos, as well as the chance to interact with friends, make new

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

ones, and discover emerging trends (Giannakos et al., 2013). Mostly, people use these kinds of media to browse
through information available on online forums and stay up to date on the latest developments in companies and
goods.

In the marketing literature, the idea of consumer behavior as it relates to their participation in an online environment
has begun to receive significant attention. According to assessments and comments on products, peer
recommendations, and other factors, there has been a rise in social media activity (Dessart et al., 2016, Barhemmati
and Ahmad 2015). Customers use social media for a range of purposes, including browsing, talking, sharing
information, and searching for offers of goods and services. These activities educate them about their options and
impact their degree of brand awareness and purchase intents (Schultz and Peltier, 2013). Social media is one of the
key informative sources that consumers take into consideration whenever they are making a significant purchase
decision. They use social media to discuss both good and bad experiences, as well as to research different.

Social media is viewed as a tool that impacts consumer behavior in a broader sense. by raising awareness and
facilitating access to a range of information, attitudes, and purchasing behaviors in addition to providing an after-
purchase interface and assessment (Mangold and Faulds, 2009). However, when seen in a more constrained context,
it is seen as a crucial component of the promotion mix needed to establish a strong social connection with the target
audience (Kaplan and Haenlein, 2009). Today, having a social media presence is a strategic need for marketers
looking to improve business performance, particularly in terms of revenue, improved competitive advantage, and
sales volumes.
Retail businesses have also begun to use these social media tools to further their business initiatives. Social media
platforms are being used by marketers to sell their products online, particularly in light of the COVID-19 pandemic.
Both consumers' and marketers' perceptions have completely changed as a result of the COVID phase, with the
latter now favoring social media as the most efficient and rapid communication channel for sales.

Organizations must overcome a number of obstacles and problems in order to create and carry out their social media
marketing plans and objectives. Lack of experience and familiarity with using social media as a marketing tool are
a few of the difficulties. According to Tuten, Solomon, and Lakid (2014), additional issues could include the use of
subpar internet-based marketing strategies, the growing complexity of marketing strategies, and the shifting
decision-making processes of customers who are utilizing new devices and hopping between various social media
platforms and apps. Determining the potential impact of consumer participation on purchasing behavior through
social media is one such challenge. Therefore, it's critical to support by understanding the various relationships
associated with consumer engagement and investigating variables that influence behavioral outcomes.

1.2 SOCIAL MEDIA

According to Kaplan and Haenlein (2010), social media is a class of web-based applications that help users create
and share content. These applications are based on the theoretical and practical foundations of the World Wide Web.
Merriam-Webster (2016) defines social media as electronic communication platforms (such as websites) that let
users create online communities for the sharing of ideas, messages from people, and other content. Social media,
according to Chandler and Munday (2016), are web-based applications that let users create and share content as
well as take part in social media networking. Berthon et al. (2012) define social media as a collection of
technological advancements in hardware and software that let internet users interact, collaborate, and create content
at a low cost. In a broad sense, social media refers to the process of producing user-generated content that can be
shared using software tools (O' Reilly, 2005).

Users of social media platforms can collaborate, exchange information, share, and send electronic messages, take
part in group activities, interact, and share content such as ideas, text, photos, images, and videos, according to
Thackeray et al. (2008). They are able to work together to create this content as well.

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

Three primary distinctions between traditional computer-driven interaction and social media are noted by Berthon
et al. (2012): "a shift in the area of authority from the business to the consumer, a shift in the creation of value from
the business to the consumer, and a shift in the focus of interest from the desktop computer to the web." Boyd and
Ellison (2007) distinguished between media that existed before the invention of social media and media that did
not. He contends that social media, as opposed to other conventional publishing channels, is not a broadcast medium
and is based on many-to-many communications models as opposed to one-to-many ones. It is the way we set up
communication between us so that we can get knowledge, comprehend, and come.

1.2.1 SOCIAL MEDIA'S GROWING POPULARITY

Social media has become more and more popular over the past few years among people and corporate organizations
worldwide. Businesses frequently utilize social media to promote their goods, engage with customers, and conduct
market research in an effort to grow their companies.

The usage of social media is among the most popular online pastimes. In line with a 2022 Statista report. Globally,
the number of people using social media exceeded 4.26 billion in 2021, and it is expected to approach six billion
by 2027. 49.9% of all internet users worldwide are in Asia, with Indian users making up 23.8% of all users in this
region.

In 2022, a Statista study estimated that over 658 million people in India used the internet. In India, 47.0 percent of
people used the internet at the beginning of 2022; between 2021 and 2011, this number increased by 34 million,
indicating a sizeable market for internet services in the country in south Asia. In 2022, India will overtake China as
the second-largest internet market globally. India leads the world in social media usage, and both urban and rural
internet users are predicted to rise, demonstrating a substantial advancement in internet availability.

India has 467.0 million social media users as of January 2022, accounting for 33.4 percent of the nation's total
population. This number increased by 19 million (+4.2%) between 2021 and 2022. As of the beginning of 2022,
India has 329.7 million Facebook users, 467.0 million YouTube users, 230.3 million Instagram users, and 23.60
million Twitter users, according to data found in Meta's advertising tools.

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

The penetration of social networks in India is depicted in figure 1.2. As of right now, 58.3% of Indians are active
users of social media; by 2025, that percentage is expected to reach 67.4%.

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

As a result, social media has proven to be essential for businesses' value chain operations. It is regarded as a
promotional mix optional component (Hanna, Rohm, and Crittenden 2011). The use of social networking services
is growing quickly among the integration of consumers into their everyday lives, as demonstrated by the growth in
users worldwide. Customers are depending more and more on social media to help them make decisions about what
to buy, either because of peer pressure or because they are well-informed.

1.3 THE INDIARETAIL SECTOR

In India, the retail sector has emerged as one of the most dynamic and quickly expanding industries. It makes up
about % of employment and more than 10% of the nation's GDP, according to an IBEF report. India has the fifth-
largest international retail market in the world. According to Retailers Association of India (RAI) projections, the
retail market in India is expected to grow by 9 to 10% and reach a valuation of $2 trillion by 2032.

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

The share of e-commerce in modern retail, which will increase to 30–35% over the next three to five years, will
surpass that of conventional retail, which is expected to decline to 65–70%. India will generate about 67 billion
USD in online sales by 2021. The e-commerce market is expected to grow to a value of more than 145 billion USD
by 2025. India's e-commerce is the fastest-growing market globally.

1.3.1 India's Apparel Retail Sector

Due to a strong macroeconomic environment, India's fiscal development has taken center stage throughout Asia
and is expected to grow by 8% annually between 2018 and 2022 (Amed et al., 2020). Because of this, India is a
significant hub for sourcing and a desirable market for customers looking to buy outside of Western countries
(Naqvi and Soni, 2019). India, one of the world's fastest growing economies, is revolutionizing consumer markets
and business structures while also emerging as a major hub for the fashion industry. In India, the retail sector
receives the second-largest contribution from the "fashion and apparel" industry.

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

The Indian e-commerce retail business's consumer clothing divisions held about As per the IBEF survey, 29 percent
of the total market share was held in 2019. The retail apparel market in India has the potential to make the country
the third largest in the world. Global market size is expected to reach USD 88.48 billion by the end of 2022, Share
(percentage) of different segments in India's e-commerce retail market in 2019 Electronics Home and Furnishings
Clothing baby, beauty, and personal product books that will total an astounding 106.93 billion dollars by 2026. The
organized Indian clothing retail market has been one of the fastest growing in the world in recent years. The sector
was hit hard by the pandemic's menacing fury in 2020, but in spite of all the restrictions brought on by COVID 19,
the sector seems to be making a strong comeback.

Many people's initiatives to create and implement new business models have also been credited with contributing
to the growth of the retail apparel industry. Adopting new technology was equally important to consumer behavior
research and monitoring, supply chain redesign, and product creation process improvement. Every store has a clear
plan in place for proceeding with deliberate agility and, in the end, converting their efforts into profitable outcomes.
A number of fashion retailers also made significant investments in reorganizing their marketing and distribution
strategies and growing their online and offline affiliate marketers in order to be ready with all the strategies needed
to handle the uncertainties.

1.3.2 REASONS FOR GROWTH IN THE INDIAN APPAREL SECTOR

Due to the country's strong economic and technological base, the country's manufacturing sector is growing, and it
is becoming an increasingly important market for large fashion companies operating overseas. According to Amedet

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

al. (2020), 34% of business executives cited "changing," "digital," and "fast" as the primary drivers of the expansion
of the Indian apparel retail sectors.

According to a Mckinsey & Company (2022) report, 48% of consumers who chose to purchase online in 2021
attributed their choice to the pandemic, 27% to convenience, and 1% to product offers and discounts. This implies
that marketers urgently need to change, with an emphasis on the rapidly changing digital marketplaces. The
following explains the primary drivers of the fashion and apparel industries' expansion in India:

The rise in retail spending can be attributed to the rapid introduction of numerous new local and international brands
in the fashion industry in recent years. As per the ASSOCHAM-Resurgent India study, the Indian e-commerce
sector is experiencing growth as a result of several factors like demonetization, reduced money transactions,
efficient net banking services, and so on. These factors have opened up new avenues and prospects for the Indian
e-commerce sector. The majority of online buyers and shoppers, according to the report, are in the 18+ age range
and are more active in e-commerce.

Trends among consumers are shifting: Due to trade laws and the nation's extensive organized retail sector,
consumers now prefer branded goods over non-branded ones, exposing them to a wider range of foreign brands.
India has the largest youth population in the world, which makes it a very profitable market for the consumption of
fashion clothing. In addition to clothing, fashion-conscious consumers also enjoy fashion accessories, and the
Indian fashion market is becoming even more intriguing due to the growing demand for these items. Aside from all
of this, millennials are information seekers about the brands and products they want and are demanding, needing
fast satisfaction. This forces them to keep abreast of the newest trends that are revolutionizing the fashion business
(Cheng and Fang, 2015).

Growth of Digital Penetration: The government and online retailers' numerous promotional campaigns and
amenities are contributing to the daily rise in the number of internet users. In India, a mobile phone is a common
device that can be used to access the internet. The availability of smartphones, low-cost data packages, and rising
income levels have all contributed to India's increasing digital penetration. The nation's e-commerce industry has
grown as a result of consumers' growing tech-savviness and the dramatic increase in internet and mobile phone
usage. In actuality, it would be irresponsible to overlook how intricately e-commerce and the apparel industry are
related (Shastry, 2021).

Increase in online shopping as a result of the pandemic: People are planning more and more purchases to be made
at home, especially for necessities and entertainment.Customers say they plan to continue shopping online despite
the COVID-19 situation, indicating that these behaviors are likely to persist. Online sales of apparel and accessories
rose by more than fifteen percent following COVID-19 (Chram et al., 2022).

Government Initiatives: To help the nation's poorest and most disadvantaged communities, the Indian government
has launched programs like Digital India and Skill India, among others. The Indian government sought to empower
the people with better internet infrastructure and broadband connectivity to 250,000 villages nationwide in the field
of technology, under the direction of Honorable Prime Minister Shri Narendra Modi ji (IBEF Report, 2022).

Reach of E-retail Channel: Internet use is widespread in India's rural areas in addition to its urban centers.
Technological advancement is also not far away in rural India. India's internet growth is expected to originate from
rural areas, which presents an alternative image of the country. The increased diversity of Internet users will result
in an improved product portfolio and provide online retailers with a platform to evaluate their product offerings
based on customer needs, ultimately increasing customer satisfaction.

Impact of Digital Age: The "digital age," or the years that users have spent online, can be used to predict the behavior
of online buyers. IAMAI research indicates that there are currently 658 million active internet users in India, with

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

a large portion of this growth coming from rural areas, where 351 million users have a penetration rate of 37%.
Previously, social media, games, and entertainment were the only uses of the internet in rural areas.

Given the advancements in technology and internet usage patterns, it is anticipated that internet users in rural areas
will increasingly turn to online retail channels when making decisions about what products to buy. Growing Interest
in Fashion in Small Cities and Towns: India's economy has expanded, as has its internet accessibility, awareness,
growing aspirations, and media exposure, among other factors that encourage consumers to access international
fashion brands and markets. Online retailers benefited from the lack of physical storefronts in smaller cities.

Owing to a number of variables like special discounts, marketing strategies, the availability of particular products,
individualized service, the reach of international brands, etc., have encouraged customers to investigate online
platforms. The desire to be trendy has made fashion no longer only exist in cities, and shoppers are anticipating the
convenience of online shopping. This adds to the growth of fashion retail.

Growth of Private Labels: The Indian generation of today has demonstrated a favorable level of acceptance for
private labels. Online retailers are able to comprehend the needs, wants, and desires of their Indian customers by
having access to information about their purchase thoughts and preferences. Consequently, this created a favourable
environment for private labels to cater to Indian consumers and profit from this market.

1.4 The Research's Need

With the introduction of additional influences, social media's emergence as a new marketplace element has
complicated the process of purchasing behavior. The information control needle's shift is introducing additional
factors into the decision-making process and has a big influence on how consumers view and react to marketing
material. Additionally, marketers are being forced to shift to social media platforms in an effort to better understand
and impact consumer behavior as traditional marketing methods and media are becoming less effective.

Because social media has such an influence on people's purchasing decisions, researchers have been considering a
number of topics, such as what makes social media platforms so alluring to users. Furthermore, a significant
emphasis was placed by most marketing authors (Hollebeek, Glynn, and Brodie, 2014; Rohm, Kaltcheva, and
Milne, 2013) on investigating the variables that affect consumer engagement on social media.

There are new facets to the decision-making process for consumers. Social media platform interactions between
consumers and marketers have a significant and positive influence on consumers' purchase decisions (Barhemmati
and Ahmad, 2015). As a result, businesses must understand how to leverage social media platforms to draw
customers and engage them with their products. EWoM is thought to be a major information source that affects how
people behave. According to 93% of consumers, internet reviews significantly influence the products they purchase
(Ismagilova et al., 2019). Consequently, EWoM garners significant traction, prompting scholars to examine its
impact on purchase intention.

While earlier research (Schultz and Peltier, 2013 ; Greve, 2014; Kao et al., 2016) showed that social networking
sites are becoming more and more influential, it did not clarify which factors influence consumers' social media
engagement or how using social networking sites can affect brand image (BI), brand loyalty (BL), and purchase
intention (PI) during online transactions.

Despite the fact that studies conducted in other nations have demonstrated that social media platforms can influence
consumer purchasing behavior through consumer engagement, albeit to differing degrees owing to variations in the
social, cultural, and technological environments, there is a dearth of research in developing nations in this area. In
addition, very little research has been done on the apparel industry, especially in developing countries, despite the
fact that the industry is heavily investing in social media because of the benefits that interactive communication

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
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offers. Consequently, research has examined the influence and efficacy of social media on consumer purchasing
behavior, taking into account the need to examine the factors that motivate consumers to engage on social media
and the behavioral dimensions associated with it.

1.5 RESEARCH'S SIGNIFICANCE

The principles of marketing and consumer behavior are changing as a result of social media and the internet
becoming more widely available. Social media has had an unprecedented impact on consumer behavior. By
engaging with customers on social media, businesses can accomplish the goals of relationship marketing by
persuading them to purchase a good or service. The proper and professional handling of consumer engagement on
social media seems to have a significant and positive influence on the consumer's purchasing behavior.

Numerous studies have examined the relationship between social media, consumer engagement, and EWoM on
purchase intentions; however, these studies were carried out in developed economies, with decent infrastructure,
fast internet speeds, and with different demographic factors and internet usage characteristics of consumers from
diverse cultural backgrounds. As a result, the preferences of consumers for the adoption of these technologies differ
from those of people from countries like India, where there are differences in demographics, technological
advancements, and web and social media usage patterns.

Consequently, in order to identify and understand the factors influencing consumer purchase behavior on social
media, a comprehensive study in the Indian context is required. This has made it necessary for marketers to learn
about these extra factors influencing consumer behavior and to apply this knowledge to all aspects of developing
and executing marketing plans.

The goal of the proposed study is to close the knowledge gap in the marketing literature by investigating the factors
that drive consumer engagement and subsequently influence purchase decisions. This research also shows that
clothing retailers can build their brand by managing and planning social media online communities based on the
dynamic differences in members' engagement motivations. As a result, it will aid businesses in developing their
brand strategies to better manage, cultivate, and profit from online consumer relationships through simpler
communication and more opportunities. This will enable businesses to make greater use of their brands.

The study will assist clothing retailers in comprehending consumer purchasing behavior by examining consumer
engagement patterns, engagement process outcomes, etc. In order to manage and cultivate online consumer
connections, retailers will find the analysis useful in creating their plans for brand visibility, content, and
communication on online social media platforms.

1.6 THE RESEARCH'S SCOPE

There are several facets and dimensions to investigate in academic research. Of course, due to the limitations of
different resources, not every aspect relevant to a given research project can be investigated at once. Therefore, it
is necessary to explain the depths to which a particular research project will delve into a given research area. The
parameters within which research will be conducted are clarified by the study's scope. It outlines the scope and
subject matter of the study. In order to make sure that the research's boundaries are appropriately addressing the
stated goals, the current section attempts to define the study's scope.

One of the main forces behind social media marketing in this era of information is the influence of social media.
Marketers and online retailers can leverage social media platforms to foster customer advocacy and loyalty. E-
retailers can benefit from insights into consumer engagement and purchasing behavior when developing strategies
for competitive pricing and new product innovation. Positive brand sentiments are evoked from consumers by a

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
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brand with high levels of familiarity and image, which increases the likelihood of online purchases. Since consumer
brand equity is built on awareness campaigns, brands must invest more in them.

The main goal of this study is to capture how consumers behave toward engagement factors and how those
behaviors translate into consumer purchase intentions. A model that outlines the relationships between the identified
constructs is developed in a constellation fashion. Researchers and other academics can use the established
relationship between consumer engagement, brand loyalty, brand image, EWoM, and online purchase intention. By
offering insights into the buyer psychology of social media, it added to the body of literature in consumer
psychology.

The study only looked at Indian consumers who lived in Delhi and the National Capital Region (NCR). The study's
population was made up of active social media users from these regions who made online apparel purchases. Delhi
was split into eight geographic regions: North Delhi, South Delhi, Central Delhi, East Delhi, and West Delhi, in
order to better cover the population. The NCR includes Ghaziabad, Gurugram, and NOIDA as well.

1.7 TERMINOLOGY APPLIED TO THE STUDY

The following provides functional definitions for some of the major terms that were used in the study:

SOCIAL MEDIA: According to Kaplan and Haenlein (2010), social media are web-enabled applications that
leverage the technological and philosophical foundations of Web 2.0 to promote user-to-user communication and
the sharing of user-generated content.

"The actions of individuals who are closely engaged in procuring and using economic commodities and services,
along with the decision-making processes that precede and impact these behaviors" is the definition of "consumer
behavior" (Engel & Blackwell, 1982).

Consumer engagement is largely associated with their involvement in a range of business activities that influence
their ability to make decisions. "A psychological condition that results from interactive, co-creative consumer
encounters with a focused agent/object," is how it is defined. (Brodie and others, 2011).

BRAND LOYALTY: "Brand loyalty refers to the degree of a customer's devotion to a specific brand, regardless of
the influence of marketing from other companies." Positive behaviors like word-of-mouth advertising and repeat
business demonstrate this loyalty. In 2006, Kotler and Keller.

BRAND IMAGE: "Brand image, which has a significant influence on consumer purchasing decisions, represents
the emotional components that define a company's or its goods' brand." (Stoner & Arora, 2009)

EWoM : is defined as "Any positive or negative assessment of a company, product, or service that is published
online and made available to a large community of people and organizations." Hennig-Thurau and associates
(2004).

PURCHASE INTENTION: "The intention of a shopper influences whether they will actually make a purchase. The
term "intention to buy" refers to a response that does not match the actual purchasing behavior of a consumer, but
rather predicts which brand the consumer will choose. According to Belleau et al. (2007), "it is viewed as a statistic
for anticipating consumer purchase behavior, which is motivated by attitude and perceived value."

1.8 THESIS STRUCTURAL OUTLINE

The current thesis is divided into six chapters. The study was introduced in Chapter 1 with background information
and an overview of social media, social media penetration, the retail industry in India, and the expansion of the

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
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apparel retail industry in India. It went on to explain the problem statement, the importance of the study, its scope,
examples, and the functional definitions of several key terms that were used in the investigation.

The research issues are emphasized and the prior research is elaborated upon in Chapter 2. To comprehend concepts
and theory related to social media and its influences on consumer behavior, a thorough review of pertinent and
related literature has been conducted. Four categories have been used to discuss the existing literature: consumer
buying behavior and social media; consumer engagement and social media; EWoM; social media and the retail
apparel sector. Research gaps in the body of current literature have been identified on the basis of the literature
review.

The research methodology used in the study is shown in Chapter 3 along with the reasons behind it. The research
questions, objectives, hypotheses, research framework, research design, and sampling design are all covered in this
chapter. Topics like study population, sampling unit, sample size, sampling technique, etc. are all covered. In
addition, the study's measurement scales and survey instrument have been improved. In addition, the chapter has
an explanation of the statistical methods used in data analysis.

The findings of the statistical analysis of the information gathered via a questionnaire-based research survey are
presented in detail in Chapter 4. To gain a solid understanding of the sample, the demographic profile of the
respondents and their social media usage pattern have been discussed first. Following this, descriptive statistics
pertaining to the sample are presented. A succinct summary of the findings is presented after a thorough examination
of the numerous hypotheses regarding the first and second objectives' motivational drivers of consumer
engagement.

In Chapter 5, the impact of EWoM on brand image and purchase intention, as well as the mediating role of BI
between EWoM and purchase intention, are examined through statistical results of analysis pertaining to multiple
hypotheses regarding the last objective.

The thesis concludes with a summary of the study's key findings in Chapter 6. It also includes a conclusion, a
research contribution, recommendations, a description of the study's limitations, and recommendations for
additional research.

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
Volume: 08 Issue: 04 | April - 2024 SJIF Rating: 8.448 ISSN: 2582-3930

CHAPTER-2

LITERATURE REVIEW WORKS AND IDENTIFICATION

2.1 INTRODUCTION

A literature review is an organized process for finding, analyzing, and recording both published and unpublished
research findings that are relevant to the issue being studied. The primary objectives of a literature review are to
identify research gaps that need to be filled in future studies and to grasp a research problem. An effective literature
review aids researchers in maintaining parsimony in their work by ensuring that no significant variable influencing
the issue being studied is overlooked.

The goal of the literature review in this thesis is to guarantee that the research problem and different concepts
utilized in the study are firmly based in previously completed theoretical and conceptual research across disciplinary
boundaries. to lend precision, clarity and relevance to the research; this mitigates the risk of reinventing the wheel
and leads to the identification of research gaps (Sekaran and Bougie, 2010).Literature review in the present thesis
has been done with the objective to ensure that the research problem and various concepts used in the research are
well grounded in the existing theoretical and conceptual research conducted in disciplines.

A review of the literature on social media, consumer behavior, and consumer purchasing behavior is presented in
the first section. A review of pertinent and related literature on social media and consumer engagement (CE) is
presented in the second section. The following section contains a review of the literature on the relationship between
purchase intention (PI) and EWoM. A review of the literature on clothing brands and social media follows, and the
next section identifies research gaps based on the review.

2.2 THE BUYING BEHAVIOR OF CONSUMERS

Knowing consumer behavior has become essential for marketers to thrive in the market since it gives them insight
into their target audience and helps them comprehend how they feel, think, and select a product from a variety of
options. It also helps marketers identify the factors that influence a consumer's decision to buy. Consumer buying
behavior is the study of an individual, a group of individuals, and the process through which people choose which
good or service to use to meet their needs. According to Sheth, Mittal, and Newman (1999), consumer behavior is
the term used to describe the mental and physical processes that consumers use to make decisions and take actions
in order to pay for the acquisition and use of goods and services.

According to Engel and Blackwell (1982), consumer behavior is defined as the acts done by those who have a direct
say in decisions that affect the purchase of goods and services. Consumer behavior will try to pinpoint the crucial
elements that affect consumers' choices when they're buying something. In addition, it looks at the psychological
and demographic characteristics of the customers as well as the ways in which friends, family, other family
members, coworkers, and society at large influence them (Solomon, 2010).

Because of their subtlety, complexity, ambiguity, and unpredictability, consumer behavior and purchase decision-
making have grown in importance as consumer science research topics (Erasmus, Boshoff, and Rousseau, 2001).
The field of consumer behavior is a young, dynamic, ever-evolving, and changing discipline that is continuously
cross-fertilized by new theories and methods from other academic disciplines (Solomon, 2010).

Complexity and diversity in consumer behavior in the marketplace are caused by the interactions of environmental
factors in the form of cultural influences (including subcultural and cross-cultural influences), social influences in
the form of social class, social groups, reference groups, and family), and individual factors in the form of
demographic influences (age, sex, marital status, income, education, occupation), and psychological influences
(need and motivations, personality, life style, perception, learning, attitudes, memory, etc.). Consumer decision-

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making and purchasing are complicated when external stimuli interact with an internal frame of reference (Erasmus,
Boshoff, and Rousseau, 2001).

Blackwell, Miniard, and Engel (2006) defined consumer behavior as the ways in which individuals purchase, utilize,
and discard goods and services. Five components make up consumer behavior: motivation, attitude,
knowledge/learning, perception, and actual behavior. According to Bhattacharya and Sen (2003), the term
"consumer behavior" refers to both the quantifiable actions of those consumers as well as the cognitive and affective
processes they go through when selecting, purchasing, and using a good or service. Analyzing the what, how, when,
and why people purchase is an essential part of researching consumer behavior. It combines ideas from economics,
psychology, anthropology, and sociology. The study of how people choose what to buy, consume, and discard in
order to meet their basic needs, as well as how these decisions affect both the individual and society as a whole, is
known as consumer behavior (Hawkins, Motherbaugh, and Roger, 2007).

"Consumer behaviour" refers to the processes people use to decide whether to buy, use, or reject goods and services
(Louden and Bitta, 2002). The process of looking for, acquiring, using, assessing, and declining goods and services
that one hopes will meet their needs is known as consumer behavior. Consumer behavior is the process by which
individuals choose to allocate their available resources—such as time, money, and effort—to the purchase of goods.
The study of consumer behavior focuses on the choices that people and groups make when deciding which goods,
services, concepts, or experiences to use or discard in order to fulfill their needs and desires. Consumer behavior is
a recent, contentious, and challenging topic to understand. It encompasses what people buy, why they buy it, how
they buy it, marketing, and the marketing mix (Brosekhan and Velayutham, 2013).

2.2.1 CONSUMER BEHAVIOR AND SOCIAL MEDIA

According to Mangold and Faulds (2009), social media has an impact on consumer behavior at every stage of the
decision-making process, from obtaining information to acting in a dissonant manner after making a purchase. They
advised that integrated marketing communication should incorporate all social media platforms for the purpose of
developing and executing integrated marketing strategies, as these platforms offer customer feedback that marketers
have been trying to obtain for years.

Social media provides businesses with a rich content and reach platform for communicating with and understanding
their customers. Social media allows users to work together, share and distribute content electronically, collaborate,
participate in group activities and interactions, and create and co-create content such as text, images, videos, and
opinions (Thackeray et al., 2008). Companies have the chance to enhance their brand, appearance, and
products/services on social networking sites by engaging virtually with customers in an effort to meet their needs.
The company's reputation will grow if it can successfully satisfy its customers, which will boost the company's
business intelligence.

According to Duffett (2015), being active on Facebook has a positive effect. The behavioural attitudes of South
Africa's Generation Y, including their intention to purchase. Additional factors influencing PI and purchase
perceptions include use characteristics, log-on time, regularity of profile modifications and demographic elements.
Jung et al. (2016) discovered in their research that favorable perceptions of a company's Facebook homepage are
anticipated by perceived advertisement values like "entertainment" and "rewards."

The influence is waning over time, though, and this is related to the buying funnel. (2017 knowledge), emotional
(liking, preference), and behavioral (intention-to-buy, purchase) components were positively impacted by social
media marketing communications. However, the influence is declining over time, which is correlated with the
purchase funnel.

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Gao and Koufaris (2006) proposed a theoretical relationship between the three cognitive attitudinal antecedents of
online users toward a business or professional website. Perceived amusement value, perceived irritation, attitude
toward the site, and desire to return are some of the variables included in the model. The findings show that opinions
about the website are negatively connected with felt annoyance, but positively correlated with perceived
informativeness and amusement. Furthermore, a positive correlation has been found between the attitude towards
the website and the intention to revisit it.

Iyengar, Han, and Gupta (2009) discovered that South Korean social media users' purchase decisions were
influenced by their friends' recommendations. According to the findings, friends' purchases had a positive effect on
social media users who were moderately connected. However, highly connected users disclosed a negative impact
by lowering their PI when they discovered that their friends and peers were making purchases on social media.

A mathematical model based on the Uses and Gratification Theory was put forth by Taylor, Lewin, and Strutton
(2011) to explain consumers' attitudes regarding social media. Features like entertainment, information, peer
pressure, and consciousness had a greater positive impact on consumers' acceptance and attitudes toward social
networking site advertising than did privacy concerns and intrusiveness. The study included respondents from the
southwestern United States, and the sample was heavily skewed toward younger respondents.

Yilmaz and Enginkaya (2015) discovered that there are five main factors that influence consumers' decision to
follow brands on social media. They are research, brand association, conversation, entertainment, and opportunity
seeking. It was found that while the needs of consumers—such as those related to communication, information
seeking, entertainment, and opportunity—may contribute to their initial impression of a brand. Brand loyalty is
what spurs the development of a positive mindset that enables consumers to stick with a brand for extended periods
of time. Brand affiliation was found to be the most important factor influencing consumers' opinions about
following brands on social media, with opportunity seeking motivation ranking second.

Cothrell and Williams (2000) found that attitudes, purchasing decisions, selection behaviors, and perceptions are
all impacted by social media marketing. Belch et al. (2003) found that before proceeding to the next stage of the
purchasing process, consumers eventually stop obtaining and evaluating information. The consumer decides at this
point whether or not they can afford to buy products. The opinions and recommendations of previous customers
influence a consumer's decision to purchase.

Compared to other marketing platforms, social media has a greater influence on consumer perceptions, according
to Hoyer and MacInnis (2010). Social media users can share a great deal of information with others by posting
reviews, suggestions, and EWoM. Online platforms allow users to interact with one another through communities
and to share reviews and information. According to the authors, people who use social media are ready to take into
account the opinions of others, to put their trust in their peers, and to be influenced by their peers when making
decisions about what to buy.

Wilner et al. (2010) suggested that consumers' purchasing decisions and behavior are significantly influenced by
online teams. For example, social media platforms' open discussion boards provide users with information about
the product to help them decide what to buy.

Hajli (2015) asserts that social media apps let users interact with each other more on the internet and that social
commerce might be the next big thing in e-commerce. The author used structural equation modeling to test a novel
model that he proposed to better understand e-commerce. The findings demonstrated that online platforms
encourage users to interact with other users in order to share information and suggest goods and services. Social
media technology raises the level of consumer confidence and PI on these platforms.

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Lee (2013) investigated the factors influencing consumer decisions as well as the impact of social media on
purchasing behavior. The author talked about social media sites that created a new matrix where people could
interact with each other. symbolized a brand-new consumer behavior environment. Both the empirical research
technique and a quantitative methodology were used to analyze the study's results. Furthermore, consumers
benefited from brand involvement, and marketers were given new hope for drawing in more customers.

In 2015, Harshini conducted an analysis of consumers' purchasing intentions and the ways in which theoretical
elements in social media advertisements influence their purchasing decisions. The author emphasized the
information about the various social media platforms that advertised on different websites and the effect those
advertisements had on consumers' purchasing decisions. This study also included data on celebrity endorsements,
where a group of customers' responses were recorded to gauge their degree of satisfaction and purchasing patterns.

Azar et al. (2016) argued that CE with brands has a significantly greater influence on consumer behavior than
conventional modes of communication. Customers now have significant influence over brands as a result. Due to
social media, people now rely more on one another than on companies when seeking information online, which has
important ramifications for products, services, and brands (Muntinga, Moorman, and Smit, 2011).

Chaudhary (2021) provided a definition of the idea of social media-related consumer behavior. The author looked
over the data that had been collected for the study in order to forecast customer behavior across various social media
platforms. One customer's perspective differed from the others', creating the possibility that a particular customer's
choice of product may not be suitable for another. Furthermore, the author developed a mathematical model to
confirm the data's accuracy. Furthermore, machine learning was applied to predict user behavior on multiple social
media platforms.

Mason, Narcum, and Mason (2021) conducted a study utilizing an exploratory research approach and a structured
questionnaire to analyze the increasing usage of social media marketing by consumers after the Covid-19 phase.
The authors also examined other research that had been conducted to ascertain the purchasing behaviors of the
public. The results demonstrated that consumers' interest in using social media for goods acquisition, information
extraction, product evaluation, and product identification has grown. Consumers' decision-making process
regarding purchases was positively impacted by additional recommendations that encouraged businesses to offer
social media platforms and use them as a source of promotion and advertising.

In their study, Naeem and Ozuem (2021) examined the factors influencing consumer purchase decisions while
accounting for the social norms and societal impact generated by social media platforms. The lockdown and loss
of social ties during the COVID-19 pandemic hastened the emergence of social media. Everyone, from young
children to the elderly, had started to establish their own online preferences. A wide variety of clothing could be
ordered these days because of the information sharing on social media. The authors used a qualitative data gathering
method to further investigate data by interviewing 40 consumers who participated in the approach.

A study aimed at determining the factors influencing the purchasing intentions of Indian consumers during COVID-
19 was presented by Kholiya, Massey, and Hussain in 2022. The COVID-19 pandemic has had an impact on
consumers' views of clothing products as well as their financial and psychological opinions regarding purchases.
During the epidemic, the data had shown a downward trend in clothing purchases. The author concluded that there
was a significant impact of COVID-19 on consumer purchasing behavior.

By concentrating on these topics, your literature review will not only provide a broad overview of the ways in which
social media influences the behavior of consumers in the apparel market, but it will also assist in determining areas
in which your research can close knowledge gaps or expand upon it, especially with regard to the Delhi NCR
market.

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2.3 ACTIVITY OF CONSUMERS

Increasing a person's involvement in a company's operations and acknowledging their brand-related product
behavior is known as consumer engagement. Upon reviewing the marketing literature, Hollebeek (2011b) found
that the notion of social media engagement, along with its variants such as "customer engagement," "consumer
engagement," "customer brand engagement," and "social media engagement," were still in their early stages of
development. Additionally, the more broad concept of "engagement" was also relatively new.

Although the term "engagement" is frequently used in the current academic marketing literature, no consensus
definition of the term has been established (Hollebeek, 2011a; Brodie et al., 2013). Regarding the conceptual
domains and dimensions of the term engagement, academicians and practitioners cannot agree on anything
(Hollebeek, 2011a; Vivek, Beatty, and Morgan, 2012; Harmeling et al., 2017).

According to Vivek, Beatty, and Morgan (2012), engagement is the term used to characterize how people act toward
something when they have an emotional investment in it. In the domains of sociology, organizational behavior
(Morimoto and Friedland, 2013), marketing (Brodie et al., 2011; Kataria, Rastogi, and Garg, 2013), and psychology
(Garczynski et al., 2013), engagement has been conceptually and experimentally studied.

According to Bowden (2009) and Pansari and Kumar (2017), CE leads to the delivery of both intrinsic and extrinsic
values, improved trust, BL, brand attachment and commitment, WoM, and brand community participation and
involvement. Customer involvement affects the financial worth of the company, customer retention, consumer
lifetime value/equity, and new product performance. It improves consumer welfare by assisting consumers in
making wiser financial decisions (Verhoef, Reinartz, and Krafft, 2010). According to Wagner and Majchrzak
(2006), CE improves customer relationships by adding a degree of predictability, aids in measuring organizational
performance, and aids in achieving the organization's return on objectives.

CE is a psychological process with cognitive and emotional components that distinguishes between the
engagements of new consumers, according to Bowden (2009). Hollebeek (2011a) defines CE as the extent to which
people engage in cognitive, psychological, and behavioral responses when interacting with brands. These responses
are impacted by situational factors like context, motivation, and brand-related information. Researchers referred to
it as "online engagement" in the context of the internet, and they assessed the levels of CE using metrics like click-
through rates, page views, and so forth (Algesheimer, Dholakia and Herrmann, 2005).

CE was defined as lively exchanges between customers and other members of the community as well as between
customers and the brand. The authors claim that it is a complex idea with behavioral, emotional, and cognitive
components that, depending on the engagement process's context, manifests itself in varying degrees as
psychological states of mind.

2.3.1 CONSUMER ENGAGEMENT THROUGH SOCIAL MEDIA

As a result of the expansion of social media activity related to peer and friend recommendations, user-generated
content, product evaluations, feedback, and other activities, Dessart, Veloutsou, and Morgan (2015) claim that the
idea of CE in an online context has received critical attention in the marketing literature. Customers use social

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media for a range of purposes, including browsing, interacting, sharing content, and searching for goods and
services. These activities have an impact on their level of brand awareness and knowledge as well as their intent to
purchase. (Petier and Schultz, 2013).

The corpus of literature revealed a lack of agreement regarding the engagement's conceptual framework.
Researchers have offered varying conceptualizations and interpretations of the term "engagement". CE was defined
by Hollebeek (2011a) as behavioral, motivational, and cognitive behaviors. The authors define CE as the degree to
which a consumer's mental state is expressed through a degree of creation, recognition, and fascination in brand
interactions.

Social media is a primary information source that consumers consider when making significant purchasing
decisions. They research different goods and services and share their good and bad experiences on social media.
Because they are connected to people they respect and trust, consumers' participation in social media is frequently
motivated by trust. Stated differently, because social media fosters an environment of trust, people use it as a
platform for communication and information seeking (Ng, 2013; Rohm, Kaltcheva, and Milne, 2013).

Since all social media platforms enable users to engage in activities related to both well-known and lesser-known
brands, the recognition of CE on social media has increased over the past ten years (Greve, 2014). Customers' use
of social media is closely linked to their participation in other commercial endeavors that affect their purchasing
decisions. According to Brodie et al. (2011), it is defined as a psychological disorder that arises from active,
cooperative consumer interactions with a significant target or item.

Van Doorn et al. (2010) define CE behavior as consumers' behavioral representations that go beyond simple
purchases, are motivated by factors other than simple communication, and have a firm, company, or brand focus.
Although it can take many different forms and intensities, consumer involvement is commonly seen as a motivating
construct. It involves a brand as the object and the consumer as the subject and has a valence (positive versus
negative) (Hollebeek and Chen 2014). People interact and engage with businesses on social media for five distinct
reasons, according to Rohm, Kaltcheva, and Milne (2013): enjoyment, brand interaction, timely information,
product knowledge & incentives, and promotions.

Gummerus et al. (2012) state that the benefits—which could include money, entertainment, or social interaction—
have the biggest impact on engagement behavior. Three primary motivations for using the internet were identified
as information seeking, entertainment, and convenience (Papacharissi and Rubin, 2000). An individual's level of
engagement with social media is determined by their level of interest, which is primarily indicated by their
psychographic attitude.

According to Yadav et al. (2013), in computer-mediated social environments, an individual's social network
significantly influences exchange-related behaviors. In addition to social interactions, consumers engage in brand-
related activities on social media, contingent on user-specific attributes such as previous interactions or level of
motivation (hedonic and utilitarian). Positive or negative brand experiences influence consumers to take actions
related to the brand that could increase its value and improve their future performance indicators (PIs) (Mikalef,
Giannakos, and Patel, 2013).

Kwon and Wen (2010) posit that perceived utility and CE are significantly influenced by social identity,
compassion, and telepresence. They stressed that people are more likely to respond positively to requests for
involvement if they have stronger social identities.

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While identifying factors that precede CE, Tsai and Men (2013) have identified social identity as a cause and an
indicator of the level of consumer involvement. They identified the relationship-focused antecedent of consumers'
social media activity in their sense of community affiliation. Social media interactions increase members' social
advantages, which enhances their engagement in online brand communities (Wirtz et al., 2013).

Buttle (1998) asserted that rather than relying on paid promotional sources, consumers purchasing services would
ask friends, family, and peers for advice because services are dependent on the reputation of the provider, which is
hard to determine before consumption. Numerous studies have found that tie strength can significantly explain the
impact of word-of-mouth (WoM) communications in an online setting. (De Bruyn and Lilien 2008; Brown,
Broderick, and Lee, 2007).

With increased accessibility to digital and social media platforms, consumers now have more chances than ever to
communicate with brands and voice their opinions. Several companies shifted their marketing efforts from
traditional media to digital platforms in order to interact with customers directly (Paruthi and Kaur 2017).

Ko, Costello, and Taylor (2017) state that the industry has faced some challenges in recent decades. The opinions
and buying habits of consumers regarding luxury brands have undergone significant changes due to a number of
factors, including the evolving global economy, the emergence of digital communications, a younger generation of
luxury consumers, and technology improvements. Today's brands are more dedicated to spending money on internet
marketing and utilizing social media as a tool to interact with customers. Technically speaking, today's consumers
want easy and personalized brand association (cite in Oliveira and Fernandes, 2020).

Customers feel more connected to their favorite brand because it aligns with their personality, values, and social
standing. Individuals who engage with their favorite brand on Instagram are most likely more committed to the
business and hold a more positive opinion of it. (Fernandes and Oliveira, 2020).

Social media brand interaction has a direct and indirect impact on consumers' positive perceptions of brands.
According to Bozkurt, Gligor, and Babin (2020), social media brand engagement contributes to the dissemination
of the notion that the company values the time and effort its customers devote to the communication process.

Businesses can build relationships with customers through social media platforms (Sashi, Brynildsen, and Bilgihan,
2019). Due to the interactive character of social media platforms as opposed to passive contact media, it is
imperative that academics and marketers understand the various ways in which social media interactivity influences
the brand-consumer relationship. (Huang and others, 2018). Response time and message quality are two factors that
improve the perceived interaction, as Song and Zinkhan (2008) show. When interacting with brands through an
online interface, a customer anticipates a timely and accommodating response. If a website fulfills the expectations
of its users, they will find it engaging.

Social media provides a platform for receiving complaints, opinions, and suggestions from customers. It is
imperative for brands to prioritize promptly addressing customer feedback and providing timely assistance to
increase the probability of a customer selecting their brand. More visually appealing images and photographs draw
in potential customers on social media, as do advertisements featuring gratifying testimonials from devoted clients.
There are a number of ways to encourage communication between brands and customers, including asking
questions, holding competitions, and asking friends on Facebook to share their ideas and opinions in order to boost
CE. According to Yoong and Lian (2019), customers are more likely to bookmark the page, tell others about it, and
participate more in online communities.

Engagement attitude and behavior will be influenced by offering a unique and unforgettable sensory, emotional,
behavioral, and cognitive experience (Ahn and Black, 2018).It was found that CE was essential to the development
of BL, which results in the long-term retention of current customers through a variety of loyalty initiatives.

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Personalized marketing offers that cater to the needs and preferences of the consumer, consider their profile,
improve the quality of service delivery, and live up to their expectations can improve the consumer experience.
Through engagement, businesses can use cutting-edge technologies to enhance the overall customer experience.
With the help of user-generated content, promotions, and high-quality products, social media can effectively engage
customers (Arora et al., 2021).

Since perceived value and CE are positively correlated, appropriate business intelligence (BI) can significantly
influence perceived value; the higher the BI, the higher the business logic (Ngo et al., 2019).Carvalho and Fernandes
(2018) claim that when users are completely engrossed in and adore a social networking site, it improves their
recognition of their interaction experience and increases their engagement with the brand. In a similar vein, when
customers find interaction enjoyable, they are more likely to interact with brand-related content.

Social and consumer-based factors play a major role in determining consumers' engagement. Consumers'
involvement with brands is significantly influenced by comparison to other characteristics, tie-strength and social
identification, opportunity seeking, and product selection (Chahal and Rani, 2017).Afterwards, marketers need to
think of strategies for drawing in and inspiring these customers by embracing and making use of the features offered
by social media platforms. Van den Broeck, Poels, and Walrave (2020) conducted a survey of recent research and
found that social media has been actively used as a marketing channel to reach younger generations, promote deals,
and address customer requests.

For a business to succeed in the future, it must keep its current customers and cultivate their loyalty to its brands.
Research has shown that the costs associated with bringing in new customers are roughly six times higher than
those associated with keeping current ones (Rosenberg and Czepiel, 1983).Marketers generally view BI as the
foundation for consumers' evaluations of the brands' quality. Additionally, employing the best BI shields
organizations from rivals in addition to assisting in the development of market positions (Cretu and Brodie, 2007).
Because of this, companies now put a lot of effort into maintaining their brand equity and invest heavily in building
positive brand perceptions. As a result, as brand equity grows, so does consumer trust and loyalty (Chinomona,
2016).

According to Foroudi (2018), BI, value perception, brand association, brand attachment, and brand recognition all
have a big influence on managing brand perception. The study shows that BL and brand willingness to buy are
significantly influenced by the combination of numerous perceived brand equity components rather than by any
one factor. The results highlight the importance of brand impression for the fashion industry, which requires even
greater engagement from its customers to increase BL and purchase intention.

Engaging with virtual communities makes consumers feel closer to their brands, increases their level of trust in the
brands they choose, and increases their devotion to those brands. It also makes them happier and more brand loyal.
CE has several facets, and increased consumer participation raises CE, which in turn causes BL (Harrigan et al.,
2016).

Customer engagement turns customers into devotees. Through social media, followers can interact and exchange
messages with one another, fostering advocacy and happiness among all parties involved. In order to restart the CE
cycle and turn non-consumers into transactional consumers, followers can also engage with non-consumers. In
order to transform transactions customers into devoted or content customers, satisfaction is essential. User-
generated content has the potential to significantly increase consumer satisfaction, loyalty, and delight—especially
as their needs change over time. In addition to strengthening the emotional ties between sellers and consumers, the
extension of consumer roles to include seller responsibilities also makes the trade more relational as customers
actively contribute to creating value for other customers. (Sashi, 2012).

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Mikalef, Giannakos, and Patel (2013) state that significant factors underutilitarian motive that affect consumers'
social media involvement include the social media platform and variables like convenience, information
availability, product selection, and customized advertisements. and the phrase "physiological motivation" describes
factors that influence how users engage with social media, such as trend identification, socializing (the capacity to
communicate with friends and other users), adventure (the thrill of discovering new brands), and authority (the
sense of control over the platform to suit users' needs).

Yilmaz and Enginkaya (2015) discovered in their research that there are five key factors that influence consumers'
decision to follow brands on social media. They are inquiry, brand affiliation, conversation, opportunity seeking,
and entertainment. It was found that while consumer needs—such as those for conversation, information,
entertainment, and opportunity seeking—may have an initial impact on their inclination toward a brand, brand
affiliation is what drives the development of a positive attitude that will encourage consumers to stick with the
brand for an extended amount of time. Brand affiliation was found to be the most important factor influencing
consumers' opinions about following brands on social media, with opportunity seeking motivation coming in
second. The primary limitation of the study was that the results could not be broadly applied due to non-probability.

Referred to as the shifts in consumer behavior toward online consumer interaction as a result of social influence
(Oinas-Kukkonen, Stibe, & Lehto, 2013).When selecting an online service, customers rely on the advice of others,
particularly those who use routinely and maintain a favorable attitude toward it. Broadly speaking, social influence
refers to the mechanism through which social groups shape the attitudes and actions of consumers. (Aronson, Chiu
et al., 2013; Timothy and Akert, 2010).
Because they share similar objectives and values, users of social networking sites connect with one another; if there
was greater user interaction, more people would use these sites frequently (Dholakia, Bagozzi, and Pearo 2004). It
is claimed that social influence has a greater impact on CE than perceived usefulness and usability. Adoption and
use of new communication technologies are more likely in situations where social factors are favorable. Researchers
have been prompted by a number of concerns to look into the adoption of social networking sites and how social
influences affect users' propensities to stick with them (Sledgianowski and Kulviwat, 2009).

Along with premium pricing and lower selling costs, BL is a key component of marketing theory (Gommans,
Krishnan, and Scheffold, 2001). A customer is considered loyal to a brand if they are likely to make additional
purchases, per a well-established theory of brand loyalty (Ebrahim, 2020; Keller, 1993; Srinivasan, Anderson, and
Ponnavolu, 2002). This theory emphasizes the behavioral aspects of consumers. According to Ebrahim (2020), there
are attitudinal dimensions of loyalty that are related to a consumer's psychological makeup and include things like
attitudes, brand inclinations, and dedication. It is challenging to discuss BL solely in terms of behavioral traits as a
result. Attitude loyalty identifies the factors that support recurrent buying patterns.

In order to boost brand equity, a brand's online presence—especially on social media—may be advantageous to
both the brand and its customers. In the modern economy, social media is the best way to develop brand equity
since it can be beneficial and because brand loyalty is an essential part of brand equity (Aaker, 2010).

With an emphasis on user- and firm-generated social media communication, Schivinski and Dabrowski (2015)
claimed that social media communications have a positive and significant impact on brand awareness, brand
association, BL, and perceived quality. Additionally, engagement was viewed by Hollebeek and Chen (2014) as a
promising concept that provides better explanation and predictability of important consumer behavior outcomes,
like BL.

According to Panjaitan (2021), BI is the knowledge and belief that customers possess, as demonstrated by the
suggestions they make in their memory, which they always save for the first time they see the catchphrase and are
included in consumer notices. The supporting variables for business intelligence development that are used as BI

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indicators are the distinctiveness of the brand suggestion, the strength of the trademark linkage, and the favorability
of the trademark relationship.

According to Stocchi and Fuller (2017), the BI takes into account both the cognitive and psychological aspects of
how consumers view brands. According to Sallam (2014), BI is essentially what sets companies apart from
competitors as they strive to foster a positive perception of their products.

Researchers have recently become interested in social media, but the relationship between social media marketing
efforts and brand equity has not yet been thoroughly investigated. The majority of researchers have looked into how
consumers' sentimental attachments to brands and their perceptions of them have been affected by their use of social
media (Lim et al., 2020).

2.4 Electronic Spoken Word

The most valuable result produced by social media is word-of-mouth (WoM), which demonstrates a crucial role in
advancing businesses' marketing efforts. Buzz about a product generated by electronic or digital platforms is called
electronic word of mouth (EWoM). The importance of social media networks in marketing has increased in the
current environment as consumers make decisions; these networks contribute to the EWoM.

New forms of communication platforms have been made possible by the Internet, which benefits consumers and
marketers alike by facilitating the sharing of thoughts, information, and opinions between brands and other
consumers. EWoM communication is any statement—positive or negative—made by potential, existing, or past
customers about a brand or business that is made available online to a large audience of people and organizations
(Hennig et al., 2004).

EWoM has the greatest effect, according to Bughin, Doogan, and Vetvik (2010), when a customer purchases a
product for the first time or when it is relatively expensive, as well as in other situations that prompt people to do
more research and gather more suggestions.

However, once content is shared on social media, the publisher essentially loses control over its reach and
positioning (Erkan, 2016). As a result, these messages have the potential to negatively impact brands. In a matter
of minutes, they can ruin or enhance a reputation. By establishing the EWoM, social media makes it possible to
connect with a sizable audience of potential customers, something that has not been achievable with traditional
marketing techniques (Gvili and Levy, 2018). Customers may utilize this WoM as an analytical tool when making
decisions.

Thus, companies are investing in social media to build a positive word-of-mouth campaign. However, social media
can also be a useful tool for disseminating unfavorable remarks or unpleasant experiences with the goods or
services. Because of this, companies and marketing experts are working very hard to find and address this
information as well, as doing so may cause other customers to lose interest in the brands and products. Social media
is therefore like a double-edged sword and needs to be handled carefully to maximize its potential for spreading
positive information about the goods and services.

2.4.1 MOLECULAR AND ELECTRONIC MOLECULAR

WoM information may have an impact on several recipients since it travels through a network of people (Lau and
Ng, 2001). When it comes to online shopping, EWoM spread more quickly among millions of customers (Jeong
and Jang, 2011). The most obvious distinction between WoM and EWoM is the rate at which information travels
over the Internet. Secondly, EWoM provides visually aided information to its users. When discussing products and
services, people may use digital information—such as images or videos—to bolster their personal experiences and

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opinions. However, while EWoM makes it easier for customers to visualize the information being presented, verbal
conversations in WOM can occasionally make it difficult for people to do so.

Furthermore, the methods used by WOM and EWoM to quantify influence differ from one another. Because WOM
is intrinsic, tracking it is very difficult. However, the Internet gives marketers the means to monitor customer
communications. Social networking sites, discussion forums, and review websites, for example, are useful
platforms for keeping an eye on EWoM conversations. Keeping track of customer and prospective customer
feedback is essential for marketers because it enables them to better tailor their strategies by utilizing those
perceptive remarks (Nyilasy, 2006).

But other research found that traditional WOM worked better than online word-of-mouth (EWoM), since EWoM
usually occurs online between strangers, at least before social media platforms were created (Keller, 2007). EWoM
was believed to be less successful than traditional WOM since conventional WOM happens between known
individuals (Yildirim, 2011).

2.4.2 ELECTRONIC VOICE AND INTENT TO PURCHASE

Barton (2006) draws attention to the fact that EWoM frequently takes place on websites where customers make
purchases. If customers consider EWoM communication, they can quickly move on to making a purchase via the
company's website or an e-commerce portal. Because of this, EWoM is especially intriguing and researchers are
curious to know how it influences purchase intention.

It was discovered that EWoM created by users had a greater impact on consumers' PI than EWoM created by
businesses (Bickart and Schindler, 2001). Wang, Yu, and Wei (2012) investigated the impact of EWoM
communications on purchase intentions in a distinct setting. The authors evaluated the EWoM interactions that had
occurred on social media platforms by conducting a study with about 300 participants. The findings demonstrated
that EWoMcommunication on social media positively influenced PI by directly influencing conformity and
indirectly by solidifying product participation. According to Cheung et al. (2009), user-generated EWoM reviews
currently have greater influence than any other type of online commercial content.

EWoM reviews have been extensively disseminated through a range of online forums, social media sites, and
retailer Web sites. According to a survey conducted by Deloitte Consumer Products Group, 62 percent of consumers
read online reviews left by other consumers, and up to 82 percent of these consumers use EWoM to help them make
decisions about what to buy (Fang, 2014). According to Tien, Rivas, and Liao (2018), there is a lot of commercial
potential for using EWoM on social media platforms. Brand marketers could use EWoM to increase consumers' PIs
for specific products on social media. The use of EWoM's data improves perceived usefulness, which aids in
predicting the PI of young consumers (Song et al., 2021).

The growing number of people using social media has led to an increase in EWoM, and social media platforms are
becoming more and more popular at the same time. Customers can use the EWoM to talk to peers or other users
who have similar interests about their opinions and experiences with different brands. A growing number of
companies are making significant investments in social media marketing in an effort to draw in more customers
(Sardar, 2021). EWoM disseminates information about goods and services via peer-to-peer exchanges, sharing, and
the posting of reviews on social media, claims Gupta (2013). This raises consumer interest in the product and,
consequently, the possibility that it will be purchased, according to marketers. Ghosh et al. (2013) claim that a
consumer's perceived risk decreases while it increases when they come across positive word-of-mouth on social
media.

Marketers ought to take proactive steps to lessen unfavorable word-of-mouth and transform it into beneficial for
the business through enhanced client lifetime value and web care initiatives. Happiness, trust, dedication, and

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loyalty are the outcomes of CE (Abdullah and Siraj, 2018).Businesses have shown to benefit greatly from consumer
involvement, which has a direct impact on corporate performance, behavioral intention, and word-of-mouth
(WOM). Hedonistic consumption produces benefits to firm performance from CE that are roughly three times larger
than those from utilitarian consumption (De Oliveira Santini et al., 2020).

Customers participate in online reviews, which give them the opportunity to evaluate their purchases. Because
word-of-mouth (WOM) is essentially a reflection of past experiences, customers who are unhappy with the business
may spread negative feedback, which can damage the company's reputation. Conversely, when positive WOM is
generated, customers are happy and the brand's reputation improves, which encourages the customer to purchase
the product or brand (Aslam, Farhat, and Arif, 2019).

Customers spend more time interacting with and closely examining EWoM content (Krishnamurthy and Kumar,
2018). Furthermore, customers who participate heavily tend to have higher expectations and a positive opinion of
the product. As shared goods, consumers are actively involved in building and enhancing brand value.

2.5 SOCIAL MEDIA AND APPAREL BRANDS

The clothing industry has seen substantial changes since the advent of social media. In this volatile business
environment, revolutionizing communication, information exchange, and consumer interaction is crucial. Sharma
& Associates, 2021). Social media is a useful and affordable communication tool for tracking the sustainability of
the fashion industry, claim Ahmad, Salman, and Ashiq (2015). Sarkar (2019) provided evidence that consumer
preferences were influenced by social media marketing of clothing products. According to Dahana, Miwa, and
Morisada (2019), apparel brands can establish a connection with consumers through their social media presence.

Cao, Meister, and Klante (2014) claim that, in contrast to other consumer goods, fashion is highly sensitive to social
influences, is viewed as a reflection of a person's personality, lifestyle, and social standing, and that hedonistic
rather than utilitarian benefits are typically the driving force behind clothing purchases. Purchasing apparel is
associated with higher levels of participation and more confusion about available options. Social media has changed
how people communicate. Consumer purchase decisions are significantly influenced by EWoM communication.
This is particularly true when it comes to fashion purchases, which are laden with doubt and a strong need for
guidance and comfort. In their study, Kim and Ko (2012) found that customer interactions on social media platforms
like EWoM promote authenticity and work well for brands. With a steadily growing user base on social media
platforms, the EWoM, a marketing tool propelling the apparel industry, is also rapidly growing (Ahmad, Salman,
and Ashiq (2015); Naqvi and Soni (2019); Hajli (2014)).

Social media has developed into a channel of information that millions of people use every minute; as a result, it
could be a useful tool for retailers of clothing. In the twenty-first century, social media platforms have become
essential for fashion and apparel designers (Sarkar, 2019). E-commerce brands in the apparel industry are best suited
for Yadav and Rahman's (2017) components, which include interactivity, informativeness, personalization,
trendiness, and WoM communication. Clothing brands aim to showcase their brands through visually striking
images, engaging videos, and compelling content in order to leverage the advantages of social media platforms
(Chang and Fan, 2017).

The fashion and apparel markets are very well-liked by social media users and fashion participants due to their
timeliness and quick feedback processes (Park and Cho, 2012).Helal (2019) states that the fashion industry, along
with many others, has made a significant investment in social media to take advantage of its interactive features.
This has allowed for the free flow of information between brands and consumers worldwide. In addition, a lot of
fashion companies use social media to record live feeds from marketing events like product launches, fashion
weeks, celebrity endorsements, and so forth. People who see such fashion brand representation are given a rich

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lifestyle experience associated with the consumption of those items, which raises the equity value of the company
overall.

Godey et al. (2016) categorized brand social media marketing into five possible dimensions: personalization,
trendiness, interaction, entertainment, and word-of-mouth (WoM). Advanced innovative social media marketing
could be used to increase brand recognition, BI, price premium willingness, and consumer loyalty in terms of
interactions, sharing, and trendiness (Khan et al., 2019).

CHAPTER-3

RESEARCH METHODOLOGY AND CONCEPTUAL

3.1 INTRODUCTION

The research methods used in this study are described in this chapter. The study's requirements and the research
objectives and hypotheses are taken into consideration when framing the Research gaps were noted in the chapter
before. For the purpose of this study, the context of social media, CE, and consumer purchasing behavior is
investigated to ensure scientific efficiency. It is anticipated that both social media users and clothing buyers will be
affected by these factors. This chapter covers the study's design, goal, questionnaire structure, suggested conceptual
framework, research hypotheses, and methods for gathering and analyzing data.

3.2 Research Questions:

The first step in any research endeavor is to formulate the research questions. Clear research questions transform a
research idea into a format that can be researched and offer precise direction to later stages of the research process
by assisting in the development of research objectives (Cooper, Schindler & Sharma, 2012). According to Zikmund
(2003), research questions facilitate comprehension of the research topic and highlight the issues that require
attention. The following research questions are addressed in this study:

1) How does the presence of influencers on social media platforms impact consumer purchasing behavior
compared to traditional advertising methods?

2) What are the key factors influencing consumers' emotional engagement with brands on social media, and
how does this engagement translate into actual purchasing decisions?

3) To what extent do user-generated content, such as reviews and recommendations, influence consumer
perceptions of brands and their likelihood to make a purchase, and how does this influence vary across different
demographic groups and product categories?
4) How does user-generated content on social media platforms influence consumer trust and brand loyalty?

5) What are the differences in consumer behaviour between traditional advertising and social media marketing
campaigns?

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6) What are the ethical considerations associated with social media marketing tactics, and how do they
influence consumer perceptions and behaviour?

3.3 PURPOSE OF THE RESEARCH

After formulating the research questions, the next step is to determine the research objectives. Research objectives
can be used to numerically express the study thrust areas. Action verbs are used to characterize objectives, which
provide a quantitative definition of the study's goals. The goals make sure the entire project is feasible and precisely
define what the research will accomplish. The objectives, which form the basis for choosing a research design,
provide the details required to identify solutions to the issue. to investigate what drives a customer to interact with
clothing brands on social media.

1. To evaluate how different forms of social media content affect the purchasing decisions of consumers: This
goal would be to investigate how various forms of content on social media platforms—such as pictures, videos,
user reviews, and endorsements from influencers—affect consumers' decision-making processes in the retail
apparel industry.
2. Examine how metrics such as likes, comments, shares, and click-through rates on social media posts relate
to customers' propensity to buy clothing items in order to assess the efficacy of retailers' engagement tactics. o
Research the role of social media engagement metrics in predicting consumer purchase intentions.
3. To determine which psychographic and demographic elements are limiting the influence of social media
on the purchasing decisions of consumers: In order to provide insights into targeted marketing strategies, this
objective seeks to understand how factors like age, gender, income level, lifestyle preferences, and brand loyalty
affect the relationship between social media usage and apparel purchase decisions.

3.4 HYPOTHESIS FOR RESEARCH

The formulation of the hypothesis aims to encompass the study's objectives and facilitate statistical testing.

H01(a): Consumer engagement with apparel brands on social media is not significantly impacted by brand
interactivity.

H01(b): Consumer engagement with apparel brands on social media is not significantly impacted by the quality of
the content.

H01(c): Consumer engagement with apparel brands on social media is not significantly impacted by convenience.

H01(d): Consumer interaction with apparel brands on social media is not significantly impacted by entertainment.

H01(e): Consumer interaction with clothing brands on social media is not significantly impacted by the availability
of information.

H01(f): The impact of personalized advertisements on consumers' social media engagement with clothing brands
is negligible.

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Product variety has no discernible effect on consumers' social media interactions with apparel brands, according to
H01(g).

H01(h): The impact of rewards on consumers' social media engagement with clothing brands is negligible.

H01(i): Consumer engagement with apparel brands on social media is not significantly impacted by social
influence.

H02: The image of clothing brands is not significantly impacted by consumer interaction on social media.

H03: There is no discernible relationship between brand loyalty and social media brand image.

H04: Brand loyalty is not significantly impacted by social media interactions between customers and clothing
brands.

H05: The intention to buy is not significantly impacted by brand loyalty.

H06: Purchase intentions are not significantly influenced by brand image through brand loyalty.

H07: The intention to purchase is not significantly impacted by a consumer's social media interaction with apparel
brands.

H08:EWoM has little to no effect on how clothing brands are perceived on social media.

H09: Social media users' intentions to purchase clothing are not significantly impacted by EWoM.

3.5 CONCEPTUAL MODEL OF RESEARCH

A research framework organizes a number of related concepts into a textual or pictorial format and directs research
by highlighting the study's focus, important variables, and any statistical connections between concepts and key
variables (Maxwell, 2005).

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Figure 3.1-Conceptual model of research

3.6 DESIGN OF RESEARCH

A research design serves as a framework for the application of different research methodologies and approaches. It
includes a timetable for collecting, calculating, and evaluating the pertinent data for the investigation. It is an
organization with a variety of standards for data collection and analysis carried out as cheaply as feasible while still
offering pertinent information to the research objective (Kothari.C.R, 2004). It usually gives the researcher an
outline of what is expected when writing the hypothesis and its final implementations. Most research designs fall
into one of two categories: exploratory or conclusive (also known as causal or descriptive research). Positivism is
the approach chosen for this study because it allowed the researcher to use the hypothetic-deductive method to look
for empirical truths in the observations. Since the researcher conducted exploratory research in the first phase and
carried the findings over to the second, which is descriptive in nature, the study design used in the study was both
exploratory and descriptive in nature.

3.7 DESIGN OF SAMPLING

The following sampling design methodology was used in the study:

3.7.1OPTIMAL DIMENSIONS

The two regions with the most social media traffic are Kerala and Delhi NCR (Statista 2019 report). The Delhi-
NCR region is thus selected as the study area. The study's participants are people who live in the Delhi-NCR area.
The eight regions that make up the Delhi-NCR territory are North Delhi, South Delhi, East Delhi, West Delhi,
Central Delhi, Gurugram, Noida, and Ghaziabad. These divisions are easily navigable.

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3.7.2 SAMPLING UNIT

Study participants include internet users who have paid for subscriptions to social media sites of any kind, have
made purchases online in the past, and have purchased clothing online.

3.7.3 TECHNIQUE OF SAMPLING

Given that there is an infinite population in the current study. Since there is no precise way to count the number of
people who use social media, a sample frame of the population could not be assembled for the study due to its large
size. Therefore, the study has combined judgment with snowball non-probability sampling. First elements are
chosen through judgment sampling; that is, people who actively use social media and have made purchases through
it are chosen as the first elements. After that, it is asked of these users to forward the link to the questionnaire to
others who might find it interesting.

3.7.4 Example Dimensions

According to Roscoe's (1975) recommendations, a sample size of between thirty and five hundred is usually ideal.
Furthermore, a sample size of 384 is sufficient for populations with a size of one million or more, according to the
sample size table provided by Krejcie and Morgan (1970). Salkind (1997) suggested increasing the sample size by
40%–50% when sending out survey questionnaires to account for lost mail and uncooperative respondents.
According to earlier research by Bartlett, Kotrlik, .. Based on data collected from 520 respondents, the current study
takes into account the previously mentioned point of view. and Higgins (2001), an average response rate of 65%
was utilized to estimate the oversampling.

3.7.5 DATA SUMMARY

The kind of data to be used in a study and how it is to be collected are determined by its research objectives, and
these factors have an impact on the validity and precision of the findings. The population's characteristics,
distribution, study area, sample size, and financial considerations all influence the type of data and the methods
used to collect it (Malhotra et al., 2006). A researcher has access to two types of sources of information: primary
and secondary.
Primary and secondary data are the two types of data that can be used in research. Secondary data are those that
have previously been acquired to address a different research problem, whereas primary data are those that the
researcher gathers initially to address a specific research topic (Kothari, 2004). There are primary and secondary
data in this study. In addition to a wide range of relevant books, research papers, and articles that had been published
in journals and newspapers, secondary data and literature are gathered from online sources. The main focus of this
study is on primary data collection. A well-structured, standardized questionnaire with closed-ended questions is
used to gather primary data.

3.8 SURVEY INSTRUMENT AND MEASUREMENT SCALES

The following due process for developing a scale and preparing a survey instrument, as outlined by Warner (2013),
is adhered to:

3.8.1 SCALE OF MEASUREMENTS

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Following a thorough review of the literature, measurement scales for the study are developed. To create appropriate
scales, relevant theories and concepts from a variety of offline and online databases, empirical studies that have
already been done, books, articles, reports in newspapers and magazines, studies carried out by different private
research agencies, and other sources are consulted. Five-point, balanced, summated rating scales that were
appropriately tailored for the study were used. These interval scales are widely used by researchers because they
are straightforward to create, easy to administer, have good reliability and validity, and provide a single score that
is derived from adding the scores of individual items. Furthermore, according to Hair et al. (2010), self-administered
surveys are the best use case for these scales. There are five response options available: 1 for strongly agree, 5 for
strongly disagree.

3.8.2 Variables of Measurement

An essential and fundamental part of the research design is the measurement of the variables used in the study. The
measurement of a variable makes hypothesis testing and subsequently aids in resolving research questions that have
been raised. Prior to starting the measurement of research variables, the researcher must determine the pertinent
concepts—a shared understanding or notion of an event, object, circumstance, or quality gained via shared language
and experiences—related to the issue. The degree of abstraction in concepts varies, and abstract concepts are
referred to as constructs. Constructs are not directly observable; instead, they are created especially for a given
study.
To enable measurement, constructs must be defined in operational terms. To do this, constructs are made using a
combination of the concept's simpler, more tangible, observable, and quantifiable characteristics or elements.
According to Cooper, Schindler, and Sharma (2012), measurement is the process of assigning codes or numerical
values to a concept's attributes in accordance with predetermined standards.
Consequently, Table 3.1 contains pertinent items/elements (appropriately adapted) associated with a specific
construct used in the current study.

3.8.2 Instrument for Surveys

The most popular method for gathering primary data for a study is through surveys. A survey is a method of
gathering information from a representative sample using a communication channel, such as the phone, in-person,
mall, or other), schedules, questionnaires, mail, or the internet (Zikmund, 2003). An online questionnaire was
employed by the researchers as a survey instrument to collect data from a representative sample. The structured
questionnaire, which consisted of closed-ended questions, was given to respondents after they self-selected.

A covering letter was sent with the questionnaire to build rapport, clarify the purpose of the study, and guarantee
data confidentiality. The first two questions were qualifying questions, and then there were questions and/or
customized scales related to different research objectives. In order to obtain unbiased opinions, demographic
information was requested near the end of the questionnaire; no information disclosing the respondent's identity
was requested. The completed offline questionnaire that was uploaded online is attached to this report as Annexure-
A.

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3.9 VALIDITY AND RELIABILITY

Validating the created measures comes next after scales to measure the research variables have been developed and
measurement variables have been operationally defined. It is important to evaluate research instruments to make
sure they are accurately measuring the variables. Validity and reliability are important when evaluating research
instruments.
The two metrics for construct dependability that are most frequently used are Cronbach's alpha and composite
reliability. As a measure of internal consistency, Cronbach's alpha indicates how well a construct actually measures
what it is intended to measure. Alpha should be greater than 0.70. The test or measure can be applied outside of the
study because composite reliability is a more accurate indicator of construct reliability and explains the external
reliability of the construct. Additionally, 0.70 and above is the target level of CR (Hair et al., 2010). Since the CR
of every construct in the current study is greater than 0.70, all of the scales are considered reliable.
The validity of the constructs validates the scale in the current study. A construct's validity can be defined as the
extent to which an assessment measures the same thing it says it will measure. If convergent and discriminant
validity are found to be intact, a construct is considered valid. All of the constructs' factor loadings in this study are
significant. Furthermore, all of the study's constructs have Average Variance Extracted (AVE) values greater than
0.5.
The distinctiveness between the constructs is reflected in discriminant validity. The AVE value of every construct
is compared with the constructs Mean Squared Variance and Average Squared Variance in order to demonstrate
discriminant validity. If the AVE value of the construct is greater than the mean squared variance and average
squared variance, it is considered to have discriminant validity.

3.10 THE SURVEY INSTRUMENT'S PILOT STUDY

An offline questionnaire for the pilot study was given to a convenient sample size of fifty people. To gain a deeper
understanding of any issues pertaining to language, comprehension, wording, motivation, instruction clarity, and
question formatting, offline mode was implemented. Scales are found to be reliable because their Cronbach's α
value is significantly higher than 0.7 when the reliability of the various scales is measured further. Google Docs
was used to create the online version of the questionnaire once the draft was finalized. The online questionnaire's
link was shared via Facebook, WhatsApp, email, and a number of other online forums.

3.11 INFORMATION SCREENING

Data screening is one of the most important phases in data analysis. It guarantees that the data is free of errors and
prepared for processing.

Finding and imputed responses that are absent and inactive:

Responses in which respondents either did not respond at all or did not provide complete information are referred
to as "missing data" (Hair et al., 2010). In any research, a significant amount of missing data is unacceptable and
could cast doubt on the validity of the questionnaire and the findings. Hair et al. (2010) state that in cases where the
strict criterion is 5%, respondents or variables with more than 10% missing values should be eliminated from the
analysis.

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In addition to designing a great questionnaire, one of the most crucial aspects of survey-based research is the
involvement of respondents. The purpose of the study may be defeated if respondents are not involved in the
process, as this could lead to biased, inaccurate, or skewed data that could draw incorrect conclusions. To guarantee
the respondents' participation, the majority of the data in the current study is gathered personally. The respondents
are asked to participate in the study, given information about its objectives, and treated with confidence. Respondent
participation guaranteed the accuracy of the data.
Visual inspection of the questionnaire and close examination of the response patterns are used to assess the
engagement of the responses. The responses differ from one another sufficiently. The variability of the responses is
also examined using the standard deviation. Each respondent's scale variable scores have a standard deviation larger
than 0.50, meaning that there is a significant variation in the responses (Hair et al., 2010).Following the download
of survey replies, the information is examined to find any missing responses. 158 of the 748 responses are deemed
invalid, contain missing values, or are incomplete.

Finding the Outliers

According to Hair et al. (2010), outliers are responses that differ noticeably from other responses in the data. Both
univariate and multivariate outliers are possible. A box and whisker plot is used in practice to test a univariate
outlier, which is an extreme score on one variable. In terms of construct scores, outliers are found and none are
seen. On a five-point Likert scale, responses to the measurement variables are obtained. It is unacceptable to have
a value greater than 5 or lower than 1, and no such value is reported. We compute and analyze the descriptive
statistics for every measured variable and construct score. Above this range, no value is seen. The dataset does not
contain any unexpectedly high or low values, indicating .

3.12 ANALYZATION TECHNIQUES

After being gathered, the data are put through several phases of analysis, including multivariate analysis, descriptive
analysis, and testing of hypotheses. Data tabulation and coding are done before analysis. The next step is to do a
descriptive analysis, which involves calculating the data's mean, variability, and symmetry. Subsequently,
multivariate analysis is employed to investigate fundamental dimensions and conduct hypothesis testing. The
various data analysis techniques used in the study are explained in the following section.

3.12.1 ANALYZED STATISTICS

Basic sample analysis was aided by descriptive statistics, which also helped to explain the fundamental features of
the sample. Additionally, descriptive analysis was helpful in identifying any deviations from the presumptions
underpinning the multivariate techniques used in the research. The study employed descriptive statistics to measure
the mean, standard deviation, standard error, skewness, and kurtosis. To characterize the characteristics of the
sample, data are classified and estimated frequencies and percentages are also made.

3.12.2 ANALYSIS OF CONFIRMATORY FACTORS

The most widely used and ancient statistical method is CFA. Essentially, CFA is a hypothesis-driven method
whereby the relationship between the construct and its indicators is determined by previous research and theoretical
understanding. When a researcher wants to statistically test a hypothesised structure and is aware of the underlying
latent variable structure, they will use CFA. Testing the dimensionality and validity of the measurement scales using
CFA is a sophisticated and accurate method.

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3.12.3 MODELING STRUCTURAL EQUATIONS

In the study, PLS-based structural equation modeling has been the main method of data processing. Bootstrap
samples are used in the non-parametric partial least squares structural equation modeling (PLS-SEM) method to
estimate the parameter. When applied correctly, SEM has advantages over the first generation of analysis tools (e.g.,
multiple regressions, factor analysis, and principal component analysis). Because of SEM, researchers have
flexibility in assessing how theory and evidence interact.

3.12.4 ANALYSIS OF MEDIATION

An explanation of the relationship between the independent (predictor) and dependent (outcome) variables is
provided by a mediating variable. A mediator is the mechanism through which a predictor influences an outcome
variable (Baron and Kenny, 1986). Following the establishment of the correlation between a predictor and an
outcome, the significance of mediated effects needs to be ascertained. In this study, the Sobel test was used to
determine the significance of the indirect path.

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CHAPTER-4

IMPACT OF MOTIVATIONAL FACTORS ON CONSUMER SOCIAL MEDIA

4.1 INTRODUCTION

Following the presentation of these descriptive statistics regarding respondents' use of social media and purchases
of apparel on these platforms, this chapter provides demographic information about the respondents as well as
associations between demographic variables. The results of reliability and validity assessments of the scales used
in the study are displayed after the variable's descriptive statistics. Discussion has taken place regarding the findings
of hypothesis testing regarding the motivational elements of CE on social media and their effects on brand loyalty,
BI, and purchase intention.

4.2 ANALYSIS OF SAMPLES

A total of 748 responses were gathered in response to the online questionnaire, Of the 748 responses, 158 had
incomplete or missing values and were deemed invalid. Of the 590 responses that were left, 20 came from states
other than Delhi-NCR and were thus eliminated from the sample. Nine responses from Delhi State were eliminated
further since they were not active on social media. There were still 570 responses total. Additionally, 41 more
people were disqualified since they did not use social media to research potential purchases of clothing.

4.2.1 RESPONDENTS' DEMOGRAPHIC DETAILS

For the final analysis, 520 respondents who are still alive have been chosen. Table 4.1 shows the basic sample
composition of these 520.

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The profile of the respondent has been examined in this section of the research. Frequency and percent have been
used in the analysis. The respondents' demographic profile is shown in Table 4.1. 54.03% of men and 44.96% of
women took part in the research. Based on their chronological age, the respondents are split into four age groups:
18 to 25 years old, 26 to 35 years old, 36 to 45 years old, and over 45 years old. The age range of the majority of
responders (n = 182, 35%) is 26 to 35 years old. The next age groups are those who are between 18 and 25 (n =
155, 29.8%) and 36 and 45 (n = 129, 35%). Over 45s make up 10.4% of the population.

In terms of qualifications, the bulk of responders are either post-graduates (n=229, 44.03%) or graduates (n=225,
43.26%). In addition, there is a decent representation of professionals (n=10, 1.92) and holders of doctorates (n=25,
4.80%), as well as undergraduates (n=31, 5.96%). The majority of respondents (n = 259, 49.80%) work in the
private sector. Students (n = 87, 16.73%), government workers (n = 60, 11.53%), and businesspeople (n = 57,
10.96%) round out the list of occupations. A little over 1% work as freelancers, and 10.57% of the population are
housewives.

The bulk of responders (n = 207, 39.80%) earned between 5 and 10 lakh per year, while the next largest group (n =
176, 33.84%) earned more than 10 lakh per year. The majority of respondents (n = 276, 53.07%) use the internet
for 4–8 hours each day, with 156 respondents (n = 156, 30%) using it for 2-4 hours. The least amount of respondents
(n=26, 5%) used the internet for eight hours or more.

According to the respondents' region-wise classification, Gurugram came in first place with 16.53% of the users.
East Delhi (n = 78, 15%), West Delhi (n = 68, 13.07%), Ghaziabad (n = 67, 12.88%), and North Delhi (n = 65,
12.5%) were the next in order. It is discovered that respondents use social media across the entire Delhi NCR.

4.2.2 THE RESPONDENTS' SOCIAL MEDIA USAGE PROFILE

People may use social media in different ways. The information gathered from respondents about how they use
certain social media features is displayed in Table 4.2. The majority of participants (n = 266, 51.15%) reported
utilizing social media platforms for the preceding two to three years. Respondents (n=198, 38.07%) who have been
on social media for three years or more come after them. A smaller percentage of responders (n=10, 1.92%) have
been using social media for less than a year.

The respondents are divided into five categories based on how much time they spend on social media each day: less
than 30 minutes (n =11, 2.2%), 30 minutes to one hour (n =87, 16.73%), 1-2 hours (n =103, 19.80%), 2-3 hours (n
=137, 26.34%), and 3 hours or more (n =182, 35%).

Respondents have either selected one or more options for the category of social media channels on which they are
most active. The greatest number of respondents (n=471, 90.57%) are most active on Facebook, followed by
Google+ (n=159, 55.96) and LinkedIn (n=265, 50.96). The least active respondents are on Instagram (n=427,
82.11%) and You Tube (n=444, 85.38).

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4.2.3 THE RESPONDENTS' INFORMATION RELATED TO THE APPAREL PURCHASE THROUGH

SOCIAL MEDIA

The data pertaining to the respondents' "how often and for which purpose purchase apparel through social media"
has been collected and is displayed in Table 4.3. The majority of respondents (n=294, 56.53%) say they use social
media to buy clothes once every two to five months. The respondents (n=155, 29.80) who make one monthly social
media clothing purchase after that. Only 71 respondents, or 13.65%, said they hardly ever buy clothes on social
media.

Respondents to the question "Why do you shop for clothes on social media" have either checked one or more
options. The majority of respondents (n=345, 66.38%) buy everyday clothing items via social media, with
respondents (n=201, 38.61) buying for festivals coming in second. The least amount of respondents (n=164,
31.38%) used social media to make purchases for special occasions.

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4.3 CHI-SQUARE TEST ASSOCIATION BETWEEN DEMOGRAPHIC VARIABLES AND TIME SPENT
ON SOCIAL MEDIA

To find out if there is a correlation between the average amount of time spent on social media and other demographic
factors like age, gender, occupation, and education, the chi-square test is used.

Relationship between age and social media usage frequency

Examined is the relationship between age and the amount of time spent on social media. As people aged, they spent
less time on social media. Younger people are more likely than middle-aged and older people to spend time on
social media. Age and the amount of time spent on social media are categorical variables in the six studies. To
ascertain the relationship between two categorical variables, apply the chi-square test.

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The results of the chi-square test are shown in Table 4.4.

Table 4.4 illustrates the significant correlation between age and the amount of time spent on social media
(X2=24.511, Df=12, P=.017), indicating that age and social media usage are not unrelated.

According to additional cell-wise results, the number of respondents spending more than three hours on social
media is observed to be higher than expected based on population distribution. For the age group of 18 to 25 years,
fo=24 and fe = 14.6, and the difference between them significant as Zres = 2.5 (p<.05).

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Additionally, it has been noted that the age group of 26 to 35 years old and the amount of time spent on social
media, with fo = 54 and fe = 41 and Zres = 2.00, are significant. This suggests that the average time spent between
2 and 3 hours for the age group of 26 to 35 years old is significantly more than expected. However, the fo = 5 is
significantly lower than the fe = 11.8 for the age group over 45, and Zres = -2.0 indicates that respondents over 45
spent much less time on social media than was predicted. The analysis revealed that the amount of time spent on
social media decreased as age group increased.

Relationship between Social Media Time Spent and Gender

The association between gender and social media usage has been investigated using the chi-square test. A significant
correlation between gender and the amount of time spent on social media was found by the chi-square test (X2 =
30.511, Df = 4, P =.00).

Gender and the amount of time spent on social media are not unrelated. The test's results are illustrated in Table
4.5. According to the findings, there is a significant difference between the expected and observed counts for the
male group and the amount of time spent on social media for one to two hours and two to three hours. This difference
is evident when the value of the standardized residuals is greater than two. Males were found to spend significantly
more time on social media than was predicted.

Conversely, the observed counts for the female group and time spent on social media for less than 30 minutes and
30 minutes to 1 hour are significantly higher than the expected counts, suggesting that the majority of females use
social media for shorter periods of time than their male counterparts.

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Relationship between Social Media Time Spent and Educational Level

Table 4.6 presents the analysis and relationship between respondents' social media usage and education levels. The
results of the Chi-square test are non-significant (X2 = 12.27, Df = 16, P =.726), and Table 4.6 makes it clear that
there is no relationship between social media usage and education.

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4.4 VERIFYING FACTOR DETECTION

The validity and reliability of the scales have been examined in this section. The study's objectives have been
achieved through the application of fourteen unique constructs. Seventy-five measured or observed variables are
used to measure the 14 constructs. Standardized scales have been used to measure the constructs, and chapter 3 has
already covered the sources. Their validity and dependability have been reaffirmed in this section. Confirmatory
factor analysis has been used to verify the scales' validity and reliability. One very useful method for confirming
the link between constructs and their measures is the confirmatory factor analysis. Comparable to straightforward
correlations between a construct and its measures are the factor loadings.
Although factor loadings between 0.7 and 0.6 are occasionally also acceptable, factor loadings above 0.7 are
generally regarded as significant and good. According to Hair et al. (2010), factor loading values less than 0.6 are
deemed insignificant, and the item needs to be eliminated from the analysis.
The factor loadings of the study's constructs are shown in Table 4.7. Six statements (on a 5-point Likert scale) were
used to measure the Brand Image (BI) construct, and each statement performed well on the construct. The BI factor
loadings varied. within the highly significant range of 0.924 to 0.853, which firmly supports the convergent validity
of BI. Similar to this, five statements were used to measure brand loyalty (BL), and the factor loadings varied from
0.917 to 0.837. In a similar vein, all of the other constructs' factor loadings are shown in table 4.7 and are all
significant and above 0.7. One of the 75 measured variables (item no. SI_1) was found to have inadequate factor
loadings, and as a result.

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# Brand Image (BI), Brand Loyalty (BL), Brand Interactivity (BIN), Content Quality (CQ), Convenience (CONV),
and Consumer (CE) Engagement, Electronic word-of-mouth (EWoM), entertainment, information availability,
personal advertisement (PA), product variety, purchase intention (PI), reward (REW), and social influence (SI).

4.4.1 CONVERGENT VALIDITY AND CONSTRUCT RELIABILITY

The next step is to evaluate the construct's validity and reliability after the factor loadings have been determined to
be significant and acceptable. Reliability can be defined as the degree to which a construct measures a particular
phenomenon consistently or as the likelihood that the same outcomes will be obtained if the construct is used to
measure the same phenomenon again later. Cronbach's alpha and composite reliability are the two most widely used
metrics for construct reliability. As a gauge of internal consistency, Cronbach's alpha indicates how well a construct
truly measures the things that it is intended to measure.
Alpha should be greater than 0.70. The test or measure can be applied outside of the study because composite
reliability is a more accurate indicator of construct reliability and explains the external reliability of the construct.
Additionally, 0.70 and above is the required level of construct reliability (Hair et al., 2010). All of the constructs
used in the study have construct reliability values above 0.70, as indicated in table 4.8. All things considered, it can
be said that the study's constructs are quite trustworthy. Additionally, every construct has a Cronbach's alpha of
greater than 0.70, indicating a very high degree of internal consistency.
The degree to which a test measures what it claims, or purports to measure, is known as the validity of a construct.
If convergent and discriminant validity are found to be intact, a construct is considered valid. Alternatively,
discriminant validity is said to win out if the model's constructs' convergent and discriminant validity are both
demonstrated.

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The degree to which a measure agrees with other measures of the same construct is what determines its converging
validity (Hair et al., 2014). The degree to which the indicators/measures of a particular constructor have a high
proportion of common variance is known as convergent validity.

When both of the following requirements are satisfied—AVE must be higher than 0.50 and the factor loadings must
be significant—a construct is said to have convergent validity. Table 4.7 indicates that all of the constructs' factor
loadings are significant. Table 4.8 indicates that the average variance of all the constructs under investigation is
higher than 0.5.

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4.4.2 DISCRIMINANT CONSTRUCT VALIDITY

The degree to which the constructs in models are genuinely different from one another is known as discriminant
validity (Hair et al., 2014). The most widely used and well-liked criterion for confirming the discriminant validity
of constructs is the Fornell Larker Criterion (1981). If a construct's square root of AVE is higher than its correlations
with every other construct in the model, then it meets this criterion for discriminant validity.

The inter-constructs correlation matrix is shown in Table 4.9. According to the Fornell Larker criterion, the square
root of AVE (√AVE) of each construct has been placed on the diagonals of the inter-construct's correlation matrix,
and the correlations of a construct with every other construct are placed off the diagonals. For instance, the
correlation matrix's diagonal is occupied by √.804 = 0.897, given that the AVE of BI is 0.804. The correlation
between BI and all other model constructs is now compared, and the result is displayed in the first column below.
Here, 0.897 is found. The fact that 0.897 is higher than all other values below indicates that the construct is unique
and retains its discriminant validity. In a similar manner, the √AVE of every other study construct is situated. It is
visible. that the correlation matrix's diagonal values are higher than its off-diagonal values, indicating the study's
constructs' discriminant validity.

It is clear from the discussion above that the constructs' validity and reliability are well established, supporting the
idea that they are measuring the intended constructs and are true in nature.

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4.5 MOTIVATIONAL FACTORS AFFECTING CONSUMER PARTICIPATION ON SOCIAL MEDIA

WITH APPAREL BRANDS
Examining the motivational elements that might have influenced social media engagement by consumers and
ultimately resulted in a purchase is the goal of the first objective. The extensive body of literature is used to identify
the motivational factors. Nine motivational factors have been examined in this study: entertainment, social
influence, rewards, convenience, product variety, information availability, quality of content, personalized
advertising, and brand interaction. In this study, CE is the endogenous variable, and the nine motivational factors
are the exogenous variables. Measured on a 5-point Likert scale ranging from strongly disagree (=1) to strongly
agree (=5), motivational factors and CE have both been examined.

4.5.1 DETAILS OF THE MOTIVATIONAL ASPECTS OF RETAILER APPEARANCE PARTICIPATION

ON SOCIAL MEDIA
Internal Reliability, Mean, Standard Deviation, and Standard Error Measurements Tables 4.10 through 4.18 discuss
the consistency of the motivating factors.

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The majority of respondents support the statements in table 4.10, as evidenced by the mean score for each statement
in the variable "Social Influence" being higher than 3. The table also shows that the statement SI_2—“I pay attention
to the opinion and suggestion of other members on social media”—has the highest average score (3.880), and that
the statement SI_3—“I discussed about apparel brands 19 with my social media friends”—is the statement behind
it. The statement SI_5, "My social media friends prompted me to purchase apparel through social media," has the
lowest mean (3.515). The table 4.10 displays very low levels of skewness and kurtosis for all the items listed, and
the responses appear to be normally distributed. The results indicate that the variable's Cronbach alpha is 0.899,
which is higher than the target value of 0.70 and demonstrates the existence of internal consistency and reliability.

Table 4.11 reveals that the average score for every statement related to the variable "Rewards" is greater than 3,
indicating that the majority of respondents endorse these statements. Furthermore, the table indicates that the
statement Reward4—"I am informed about the discounts and offers provided by the brands without physically
visiting any stores—has the highest average score (3.803), followed by the statement Reward3—"Rewards and
discounts offered by apparel brands on social media are economically beneficial for consumers."
The statement Reward2 that reads, "Apparel Brands on social media provide me loyalty benefits for my continued
participation," has the lowest mean (3.751). All of the items listed in table 4.11 have extremely low levels of
skewness and kurtosis, and the responses appear to have a normally distributed distribution. The results demonstrate
that the variable's Cronbach alpha is 0.940, which is higher than the target value of 0.70 and validates the existence
of internal consistency and reliability.

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Table 4.12 reveals that the average score for every statement related to the variable "Convenience" is greater than
3, indicating that most respondents endorse these statements. The table also shows that the statement Conv_2: "I
can search or discuss about products through apparel brands' page on social media without leaving the house" has
the highest average score (3.946), followed by Conv_1: "I can search or discuss about products through apparel
brands' page on social media whenever I want to." The statement Conv_3—"Browsing about apparel brands on
social media fits to my schedule"—has the lowest mean (3.717).
All of the items in table 4.12 have extremely low levels of skewness and kurtosis, and the responses appear to be
distributed normally overall. The results demonstrate that the variable's Cronbach alpha is 0.881, which is higher
than the target value of 0.70 and demonstrates the existence of internal consistency and reliability.

According to table 4.13, the majority of respondents support the statements because the mean score for each
statement under the variable "Product Variety" is greater than 3. Also, the table shows that the statement PV_2
"Through apparel brands page on social media I am able to find a large variety of products" has the highest average
score (3.830), followed by the statement PV_1 "Through apparel brands page on social media I can discover more
product that I previously unaware of." The statement PV_3, "I have access to a wide selection of products through
the social media," has the lowest mean (3.723).
According to table 4.13, the majority of respondents support the statements because the mean score for each
statement under the variable "Product Variety" is greater than 3. Also, the table shows that the statement PV_2
"Through apparel brands page on social media I am able to find a large variety of products" has the highest average
score (3.830), followed by the statement PV_1 "Through apparel brands page on social media I can discover more
product that I previously unaware of." The statement PV_3, "I have access to a wide selection of products through
the social media," has the lowest mean (3.723). All of the items listed in table 4.13 have extremely low levels of

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skewness and kurtosis, and the responses appear to be distributed normally. The results indicate that the variable's
Cronbach alpha is 0.899, which is higher than the target value of 0.70 and demonstrates the existence of internal
consistency and reliability.

Table 4.14 reveals that the average score for every statement related to the variable "Information Availability" is
greater than 3, indicating that most respondents endorse these statements. Additionally, the table shows that the
statement Inf_1 "Social Media provides speedy access to wide range of apparel brands related information" has the
highest average score (3.821), followed by the statement Inf_3 "Social networking allows me to gather vital
information about apparel brands." The statement Inf_4, which reads, "Reviews and comments posted by other
users on social media platforms assist in gathering feedback on apparel brands promoted on these platforms," has
the lowest mean (3.694). All 22 of the items listed in Table 4.14 have extremely low levels of skewness and kurtosis,
and the responses appear to be distributed normally. The results demonstrate that the variable's Cronbach alpha is
0.896, which is higher than the target value of 0.70 and attests to the existence of internal consistency and reliability.

The majority of respondents support the statements in table 4.15, as evidenced by the mean score for each statement
in the "Entertainment" variable being higher than 3. The table also shows that the statement Ent_5—"Interacting
with apparel brands on social media is interesting"—has the highest average score (3.998), followed by Ent_3—
"Searching for apparel on social media is enjoyable."
The lowest mean (3.888) is found to be in case of statement Ent_2 that “I feel delightful while searching apparels
on social media”. The level of skewness and kurtosis of all the items listed in the table 4.15 are found to be very
low and the distribution of the responses seems to be normally distributed. The findings show that the Cronbach

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alpha of the variable is 0.955, which is higher than intended 0.70 and confirms the presence of reliability and internal
consistency.

The majority of respondents support the statements in table 4.16, as evidenced by the mean score for each statement
under the "Content Quality" variable being higher than 3. Additionally, the table shows that the statement CQ_4—
“I find valuable information on apparel brands social media page”—has the highest average score of 23 (3.65),
followed by the statement CQ_3—“I find that the apparel brands page on social media is a helpful resource." The
statement CQ_1, "Apparel brands social media posts provide correct content," has the lowest mean (3.459). For
every item in table 4.16, the skewness and kurtosis levels are found to be extremely low. The results indicate that
the Cronbach .The variable's alpha, which is 0.867 rather than the intended 0.70, indicates that reliability and
internal consistency are present.

Table 4.17 reveals that the average score for every statement under the "Personalized Advertisement" variable is
greater than 3, indicating that most respondents endorse these statements. The table also shows that the statement
Pers_2 “My needs are taken into account when products are displayed to me on social media” has the highest
average score (3.55), and that the statement Pers_1 “Brand 24 ads that are more consistent with my preferences
based on information from my social media profile” is the statement with the lowest average score. The statement
Pers_3, which reads, "Social media product recommendations enable me to feel like a valuable consumer," has the
lowest mean (3.484). Table 4.17 reveals that the average score for every statement under the "Personalized
Advertisement" variable is greater than 3, indicating that most respondents endorse these statements. The table also
shows that the statement Pers_2 “My needs are taken into account when products are displayed to me on social
media” has the highest average score (3.55), and that the statement Pers_1 “Brand 24 ads that are more consistent
with my preferences based on information from my social media profile” is the statement with the lowest average

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score. The statement Pers_3, which reads, "Social media product recommendations enable me to feel like a valuable
consumer," has the lowest mean (3.484). For every item in table 4.17, the level of skewness and kurtosis is found
to be very low, and the responses appear to be distributed normally. The results indicate that the variable's Cronbach
alpha is 0.943, which is higher than the target value of 0.70 and verifies the existence of internal consistency and
reliability.

Table 4.18 reveals that the average score for every statement related to the variable "Brand Interactivity" is greater
than 3, indicating that most respondents endorse these statements. The table also shows that the statement BrInt_2
“Social networking allows me to effortlessly communicate with apparel brands” has the highest average score
(3.727), followed by the statement BrInt_1 “I can approach the brands on social media to ask questions”. The
statement BrInt_4, "Social media allows two-way communications with the brand," has the lowest mean (3.594).
All of the items in table 4.18 have extremely low levels of skewness and kurtosis, and the responses appear to be
distributed normally overall. The results indicate that the variable's Cronbach alpha is 0.919, which is higher than
the target value of 0.70 and demonstrates the existence of internal consistency and reliability.

4.5.2 HYPOTHESIS TESTING USING PLS-SEM FOR FIRST OBJECTIVE

The above theories have been tested, and the impact of motivational drivers on the CE has been investigated, using
PLS-based structural equation modeling. This chapter has already tested the validity and reliability of the scales.
The SEM model measuring the impact of nine motivational factors on the CE is shown in Figure 4.1.

The following theories have been put to the test: H01(a): Consumer interaction with apparel brands on social media
is not significantly impacted by brand interactivity.

H01(b): Consumer engagement with apparel brands on social media is not significantly impacted by the quality of
the content.

H01(c): Consumer engagement with clothing brands on social media is not significantly impacted by convenience.

H01(d): Consumer interaction with clothing brands on social media is not significantly impacted by entertainment.

H01(e): Consumer interaction with clothing brands on social media is not significantly impacted by the availability
of information.

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H01(f): Consumer engagement with clothing brands on social media is not significantly impacted by personalized
advertisements.

Product variety has no discernible effect on consumers' social media interactions with apparel brands, according to
H01(g).

H01(h): The consumer's interaction with clothing brands on social media is not significantly impacted by rewards.

H01(i): Consumer interaction with apparel brands on social media is not significantly impacted by social influence.

Figure 4.1 illustrates how nine independent variables point in the direction of the dependent variable, CE. Table
4.19 contains a list of the SEM model's outcomes.

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The observed impact of brand interactivity on CE is highly significant (B =.35, se =.056, t = 6.19, p<.01), indicating
a significant increase in CE on social media with increasing brand interactivity. As a result, H01(a), the null
hypothesis, is rejected.

However, there is no discernible relationship between content quality and CE on social media (B =.05, se =.06, t =
0.77, p>.05). This indicates that CE on social media is not influenced by the caliber of the content. As a result, null
hypothesis H01(b) is agreed upon.

Convenience has also been found to have a significant impact on CE (B =.10, se =.046, t = 2.16, p<.05). This
indicates that the CE on social media increased dramatically along with convenience. As a result, H01(c), the null
hypothesis, is rejected.
Additionally, the CE on social media was positively impacted by the entertainment (B=.09, se =.043, t = 2.02,
p<.05). This indicates that there is a causal relationship and a positive relationship between entertainment and CE.
As a result, H01(d), the null hypothesis, is rejected.

Additionally, the CE was positively influenced by the availability of information on social media (B =.14, se =.07,
t = 2.04, p<.05). This indicates that when information about the product or service was more widely available on
social media, the CE grew significantly as well. As a result, H01(e), the null hypothesis, is rejected.
The relationship between personalized advertising and the CE is not found to be significant (B =.03, se =.055, t
=.0.58, p>.05). Thus, it is decided to accept null hypothesis H01(f).

It is discovered that product variety influences the CE on social media (B =.05, se =.024, t = 2.08, p<.05), meaning
that when product variety increased on social media, the CE also increased noticeably. As a result, H01(g), the null
hypothesis, is rejected.

Social media rewards had a positive influence on the CE (B = 0.15, se =.063, t = 2.38, p<.05), indicating that the
CE increased significantly in tandem with the rise in social media rewards. This could be because incentives draw
in customers online and boost their engagement, which in turn raises their propensity to make a purchase on social
media (28). As a result, H01(h), the null hypothesis, is rejected.

There is no correlation between social influence and the CE (B= 0.09, se =.052, t = 1.74, p>.05. The reason for this
could be that social media is an external component of SI, and its motivational power is negligible. Thus, it is
decided to accept null hypothesis H01(i). According to the goodness of fit statistics R2 = 0.359, 36% of the variance
in CE is caused by motivational factors, or 36% of the variance in CE is caused by the nine motivational drivers.

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4.6 The effects of consumer interaction with apparel brands on brand image, brand loyalty, and purchase
intention on social media
The exogenous variable in this objective is consumer engagement (CE), while the endogenous variables are brand
image (BI), brand loyalty (BL), and purchase intentions (PI). BI is directly impacted by CE, and PI is indirectly
impacted by CE. On the other hand, it has both direct and indirect effects on BL.

4.6.1 DESCRIPTIVE STATISTICS OF VARIABLES (PURCHASE INTENTION, BRAND IMAGE,

LOYALTY, AND CONSUMER ENGAGEMENT)
Internal Reliability, Mean, Standard Deviation, and Standard Error Measurements Tables 4.20 through 4.23 address
the consistency of CE, BI, BL, and PI.

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Table 4.20 reveals that the average score for every statement related to the variable "Consumer Engagement" is
greater than 3, indicating that most respondents endorse these statements. The statement Cust_3—"When I'm
browsing the brand's social media website, I'm rarely distracted"—has the highest average score (3.711) according
to the table. It is followed by Cust_5—"I'm enthusiastic about the brand's social media page, which I follow." The
statement Cust_12, which reads, "I share brand's post that I follow on social media," has the lowest mean (3.530).
All of the items listed in table 4.20 have extremely low levels of skewness and kurtosis, and the responses appear
to be distributed normally. 30 The results demonstrate that the variable's Cronbach alpha is 0.980, which is higher
than the desired value of 0.70 and verifies the existence of internal consistency and reliability.

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4.6.2 HYPOTHESIS TESTING WITH PLS-SEM FOR SECOND OBJECTIVE

Structural equation modeling with BL and PI has been used to estimate the effects of CE on BI.The estimated
effects of the structural model are shown in Figure 4.2, which shows 2000 bootstrap samples are used to estimate
the parameters. After 2000 bootstrap samples, parameter estimates remain unchanged. The model's output is
displayed in Table 4.24.

The following theories have been put to the test:

H02: Social media interactions between clothing consumers and brands don't significantly affect the reputation of
the brand.

H03: There is no discernible relationship between brand loyalty and social media brand image.

H04: Brand loyalty is not significantly impacted by social media interactions between customers and clothing
brands.

H05: The intention to buy is not significantly impacted by brand loyalty.

H06: Brand loyalty does not significantly influence purchase intentions based on brand image.

H07: The intention to purchase is not significantly impacted by a consumer's social media interaction with apparel
brands.

As can be seen, a highly significant effect of CE on the BI was found (B =0.637, se =.037, t = 17.04, p<.01). The
BI dramatically increased along with the social media CE. R2 = 0.406, the goodness of fit, indicated that

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approximately 41% of BI on social media might be attributed to CE on social media. Consequently, the null
hypothesis H02 is disproved.

Additionally, there is a strong statistical correlation between brand loyalty and BI (B =0.462, se =.044, t = 10.43,
p<.01). Thus, it is decided to reject null hypothesis H03. The combination of direct and indirect effects (through
BI) is how CE affects brand loyalty. In this instance, BI mediates the interaction between brand loyalty and CE.
The highly significant indirect effect of CE through BI is 0.637*0.462 = 0.294 (sobel test =8.964,
p<.01).Additionally, there is a strong direct correlation between the CE and brand loyalty (B = 0.164, se = 0.046, t
= 3.60, p<.01). Thus, it is decided to reject null hypothesis H04. The model fits R2 = 0.337 indicates that the CE
may be responsible for about 34% of the variance in brand loyalty on social media. Additionally.

The sum of the direct and indirect effects of CE on brand loyalty represents the overall effect. The entire,The highly
significant (p<.01) effect of CE on brand loyalty is 0.637*0.462 = 0.294 + 0.164 = 0.458. The relationship between
CE and brand loyalty was partially mediated by BI as 36 percent of the effect is direct, and 64 percent is indirect.

Additionally, there is a strong statistical correlation between brand loyalty and purchase intention (B =0.508, se
=0.037, t =13.80, p<.01). As a result, the null hypothesis H05 is disproved. The results indicate that there is a
significant indirect effect of brand loyalty (0.462*0.508 =0.235, se = 0.30, t = 7.88, p<.01) on purchase intentions
(PI) as a result of BI on social media. Thus, it is decided to reject null hypothesis H06.

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Through BI and BL, CE has an indirect impact on purchase intention. The combined impact of CE on social media
on purchase intention is [(0.637*0.462) + (.164)], or direct + indirect. * (0.508) = 0.233, t = 7.02, p<.01, se = 0.033.
The purchase intention on social media increased significantly in tandem with the CE. Thus, it is decided to reject
null hypothesis H07. According to the model fit R2 = 0.258, the model's antecedents account for about 26% of
purchase intentions on social media.

On social media, BI significantly increased purchase intention (B =.235, se=.03, t =7.88, p<.01). Since the effect
went through BL, it is indirect. Significantly, the overall impact of BI on PI is.462*.508=235.

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CHAPTER-5
ELECTRONIC WORD OF MOUTH AND ITS IMPACT ON BRAND IMAGE ON SOCIAL MEDIA

5.1 INTRODUCTION
This chapter examines the third research objective, which is the effect of electronic word of mouth (EWoM) on
apparel brand image (BI) and purchase intention (PI)On social media. The function of BI as a mediator between
EWoM and PI is then discussed. Subsequently, the A thorough analysis of the model has been talked about.

5.2 THE IMPACT OF ELECTRONIC WORD OF MOUTH ON SOCIAL MEDIA PURCHASE

INTENTION AND APPAREL BRAND IMAGE

Following any purchase, people share their thoughts on social media, which has a big influence on other people's
plans to make purchases. It is a common practice to read internet reviews before making a purchase of a good or
service. Online reviews are one way that customers express their opinions. These reviews have a big impact on
consumers' buying intentions and the brand's reputation. We look into whether brand perception and purchase intent
in the apparel industry are impacted by these reviews and comments.

5.2.1 EWoM DETAILABLE STATISTICS

Internal Reliability, Mean, Standard Deviation, and Standard Error Measurements EWoM consistency is covered
in Table 5.1. According to table 5.1, the majority of respondents support the statements because the mean score for
each statement under the variable "Electronic word of mouth" is greater than 3. Additionally, the table shows that
the statement EWoM_6 "My purchasing choice is influenced by user reviews" has the highest average score (3.908),
followed by EWoM_1. “I look through and read reviews on social media before making an apparel purchase.”
Statement EWoM_3 is found to have the lowest mean (3.461). "I even have a conversation or discussion with a
product reviewer before determining whether or not to purchase it." All of the items in table 5.1 have extremely
low levels of skewness and kurtosis, and the responses appear to have a normally distributed distribution. The
results demonstrate that the variable's Cronbach alpha is 0.894, which is higher than the target value of 0.70 and
verifies the existence of internal consistency and reliability.

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5.2.2 HYPOTHESIS TESTING WITH PLS-SEM FOR THIRD OBJECTIVE

Using structural equation modeling, the effects of EWoM on BI and PI have been estimated. EWoM affects both
brand image and purchase intent, as shown by the structural model in Figure 5.1. The PLS technique was employed
to estimate the effects, and the estimates are based on 2000 bootstrap samples. The model's output is displayed in
table 5.2.

The following theories have been put to the test:

H08: The social media image of apparel brands is not significantly impacted by EWoM.
H09: Social media users' intentions to purchase clothing are not significantly impacted by EWoM.

* significant at the.05. ** significant at the.01 level.

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Electronic word-of-mouth (EWoM), purchase intention (PI), and brand image (BI) are explained.
As can be observed, there is a strong statistical relationship between EWoM and BI (b =.481, se =.043, t = 11.31,
p<.01). The BI of clothing brands on social media will rise in tandem with the growth of EWoM on these platforms.
R2=.232 indicates that EWoM accounts for 23% of the variance in BI. Thus, it is decided to reject null hypothesis
H08.

Furthermore, there is a strong direct effect of EWoM on buy intention (b=.707, se =.034, t = 20.97, p<.01),
suggesting that the PI increases significantly as EWoM use increases. The null hypothesis H09 is thus disproved.
People must therefore express positive opinions about the goods or services. If there is bad word of mouth, similar
negative effects will also be noticed, which may have a cascading effect on social media and kill purchase intentions.

5.3 USING PLS-SEM, THE BRAND'S MEDIATING ROLE BETWEEN THE ELECTRONIC WORD OF
MOUTH AND THE PURCHASE INTENTION

This section assesses BI's mediating function between purchase intention and EWoM. Since BI's mediating role

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isn't mentioned in the literature, it wasn't initially proposed. Studies in Chapter 4 and the literature both discuss the
mediating function of BI. However, it was discovered earlier in chapter 4 that BI was indirectly influencing PI.
Consequently, even though BI was only used as an exploratory approach and was not initially included in the study,
its mediating role has been assessed below.
The model showing how BI mediates the relationship between EWoM and PI is shown in Figure 5.2. As was
previously mentioned, there is a significant direct impact of EWoM on BI and PI. It has also been determined that
BI significantly affects PI (b =.148, SE =.05, t = 2.99, p<.01).
This implies that the PI should increase along with an increase in BI (see table 5.3).

The sum of the indirect effect (0.481*0.148 = 0.071) and the direct effect (0.63) of EWoM on PI is b=0.70, se =
0.04, t = 19.92, indicating a highly significant effect. The Sobel test was used to determine the significance of the
indirect path; the results (test stat. = 2.857, se = 0.0249, p<.01) indicated that the indirect effect is significant (see
table 5.3). Nonetheless, compared to the direct effect, the indirect effect is negligible. Only 10% of the total effect
is transferred by the indirect effect; the remaining 90% is only transferred by the direct effect, according to Variance
Accounted For (VAF) = indirect effect / total effect = 0.071/0.70) = 0.1014. Thus, it can be said that the BI only

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marginally mediates this relationship. R2=.510 indicates that BI and EWoM may account for 51% of the variance
in PI.

5.4 EXTENSIVE MODEL ANALYSIS

The overall model assessing the impact of purchase intention antecedents on social media has been tested in this
section. Figure 5.3 shows the overall model that includes nine Motivators have a direct impact on CE, and CE
directly impacts BI. Furthermore, there are both direct and indirect effects of CE on BL. BL has an impact on
purchase intention as well. Additionally, the model incorporates and examines the direct influence of EWoM on BI
and purchase intention. The model's output is listed in table 5.4.

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Six of the nine motivational factors—brand interaction, entertainment, product variety, rewards, accessibility of
information, and convenience—have a major impact on CE. These motivational factors account for 36% of the
variance in CE, according to the model fit R2 = 0.359. Significant effects of CE are seen in BI and BL. EWoM has
a significant impact on BI as well; model fit R2 = 0.463 indicates that CE and EWoM may account for 46% of BI
variance. Additionally significant is the direct and indirect impact of CE on BL; model fit R2 = 0.337 accounts for
about 34% of the variance in BL. R2 = 0.516 for the model fit explains that the variables in the model account for
51% of the variance in the purchase intention on social media.

CHAPTER-6
FINDING,CONCLUSION,LIMITATIONS,AND FUTURE SCOPE

6.1 INTRODUCTION

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The proposed research's conclusion is presented in this chapter. It provides an overview of the study. endeavors to
date and offers recommendations for future study paths, constraints, and future study scope. Initially, the chapter
presents results pertaining to the demographic. The respondents' profile and social media usage habits. The chapter
then gives the reader a brief overview of the key findings in relation to the study's goals by summarizing the research
findings. This is followed by the conclusion, recommendations, research contribution, and potential study
limitations. The chapter's concluding section makes recommendations for potential directions for future research.

6.2 A COMPILATION OF THE RESULTS

This section provides a summary of the research findings. The demographic data of the respondent has been
provided first, and then conclusions regarding the respondent's usage patterns on social media and clothing
purchasing choices. The relationship between demographic factors and the amount of time spent on social media is
then discussed. Important conclusions regarding the goal of the study have been presented thereafter.
Based on a demographic profile analysis, social media platforms are primarily utilized by young people in Delhi
NCR, with approximately 65% of respondents being under 35 years old. This is in good agreement with findings
from other researchers both domestically and overseas (Chaffey, 2022; Pragati, 2021; Basuroy 2022).
Approximately 35% of participants aged 36 and older use social media platforms; these results appear to be
consistent with Chaffey's (2022) findings. When compared to females (45.96%), a greater percentage of males
(54.03%) use social media. Social media use and education appear to be related, as evidenced by the fact that
294.4% of respondents are graduates or above.
Students are found to be the most frequent users, after private employees, which further supports the idea that young
people dominate these platforms. The majority of respondents (39.8%) reported household incomes ranging from
5 to 10 lakhs per year. 53.07% of those surveyed said they use the internet for four to eight hours every day. Just
5% of those surveyed said they enjoyed using the Internet for eight hours or more every day.
According to the findings, respondents in Delhi NCR spend, on average, 2.36 hours a day on social media, which
is more in line with the 2.42 hours nationally (Pragati, 2021). Up to three hours a day are spent on social media by
65% of the respondents. Just 35% of people spent more than three hours a day on social media. Given that 89.22%
of the respondents have been using social media for longer than two years, they could be regarded as mature and
skilled users of a variety of social media platforms.
With 90.57% of users maintaining an active account, Facebook is the most popular social networking site. The next
most popular sites are YouTube (85.38%), Instagram (82.11%), Twitter (52.88%), and Instagram. In addition,
Telegram, blogs, Snapchat, Skype, and other emerging media are used by 55.96% of the respondents. The high
membership rate on Facebook can be ascribed to the platform's increasing importance for end users and businesses
alike. Additionally, it is shown that respondents use social media across the entire Delhi-NCR region. Nonetheless,
with 16.53% of its users coming from the area, Gurugram topped the list.
Information about the frequency of clothing purchases made via social media has been compiled.
According to the results, approximately 30% of the respondents and 56.53% of the respondents buy clothing from
social media once a month and once every two to five months, respectively. About 39% of the respondents bought
items for festivals, and 66.38% of them bought everyday wear items from social media. Compared to the other
respondents, a smaller percentage of them buy items for special occasions.
Relationship between social media usage and demographic characteristics. The Chi-square test is utilized to
investigate the potential correlation between the mean amount of time spent on social media and demographic
factors, such as age, gender, and occupation. 3.Age and internet usage have a significant correlation (X2=24.511,
Df=12, P=.017), indicating a significant relationship between the two variables. The amount of time spent on social
media and age are not unrelated. It's possible to draw the conclusion from the data that social media usage declined
with age.

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The results of the chi-square test indicate that there is a strong correlation between gender and the amount of time
spent on social media (X 2 = 30.511, Df = 4, P =.00). Social media usage and gender are not unrelated to one
another. The study's conclusions indicate that men are more active on social media than women are. The study also
aimed to investigate the connection between social media usage and educational attainment. The chi-square test
results are insignificant (Χ 2 = 12.27, Df = 16, P =.726), indicating that there is no correlation between social media
use and education.

The hypothesis for objective

1) How does the presence of influencers on social media platforms impact consumer purchasing behavior
compared to traditional advertising methods?

When compared to traditional advertising methods, the influence of social media influencers on consumer
purchasing behavior is frequently greater. Influencers are more likely to be genuine and relatable to their audience,
which builds credibility and trust. Higher engagement and conversion rates result from their recommendations,
which feel more like personal endorsements than promotional advertisements. Influencers can also target niche
markets with customized content, which increases the effectiveness and targeting of their influence in influencing
consumer choices.
Because they can build trust and genuine connections with their audience, influencers have a significant influence
on consumer purchasing behavior. Influencer marketing blends in perfectly with users' social media feeds,
appearing as sincere suggestions from reliable sources, in contrast to traditional advertising, which occasionally
feels invasive and impersonal. Influencer marketing is much more effective at influencing consumer decisions when
it has a personal touch, frequently outperforming traditional advertising techniques in this regard. Influencers also
frequently have extensive knowledge of and a strong enthusiasm for the products they promote, which increases
their credibility and influence with their followers.

2) What are the key factors influencing consumers' emotional engagement with brands on social media, and
how does this engagement translate into actual purchasing decisions?
A number of critical factors, such as relatability of content, perceived authenticity of brand communication,
interactive experiences, and alignment of brand values with personal beliefs, impact consumers' emotional
engagement with brands on social media. Since customers are more likely to become loyal to and attached to a
brand when they feel a genuine connection with it on social media, this emotional engagement is probably going
to have a positive correlation with actual purchasing decisions. Consequently, it is postulated that greater emotional
brand engagement on social media will enhance the probability of decisions to buy as well as increase customer
retention rates.
Social proof in the form of user-generated content or testimonials, frequency of interaction, quality and relevance
of content, and the overall personality of the brand are all factors that impact consumers' emotional engagement
with brands on social media. It is anticipated that through a number of processes, including enhanced brand recall,
favorable brand associations, and a feeling of connection to the brand community, this emotional engagement will
materialize into actual purchasing decisions. Higher levels of emotional engagement with brands on social media
are therefore predicted to boost brand loyalty, purchase intent, and eventually sales revenue for the brand.

3) To what extent do user-generated content, such as reviews and recommendations, influence consumer
perceptions of brands and their likelihood to make a purchase, and how does this influence vary across different
demographic groups and product categories?

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Across all demographic groups and product categories, consumer perceptions of brands and their propensity to
make a purchase are greatly influenced by user-generated content, such as reviews and recommendations. However,
depending on variables like age, income level, and product type, the degree of this influence may change. User-
generated content may be given more weight in the purchasing decisions of younger demographics and those with
higher levels of digital literacy. Additionally, compared to lower-risk products like groceries, user-generated content
may have a greater influence on product categories like electronics or travel that involve higher levels of risk or
require more thought. Generally, it is hypothesised—albeit to differing degrees—that user-generated content is vital
in influencing consumer perceptions and purchase decisions across a wide range of demographics and product
categories.
4) How does user-generated content on social media platforms influence consumer trust and brand loyalty?

Through a number of mechanisms, user-generated content on social media platforms positively influences
consumer trust and brand loyalty. First off, since user-generated content is seen as objective and real, consumers
are more likely to trust it because of its authenticity and transparency. Second, user-generated content—such as
reviews and testimonials—provides social proof, confirming other customers' experiences and enhancing the
brand's legitimacy. Thirdly, because users interact with and add to the brand's story, user-generated content
strengthens customers' emotional bonds and sense of community and belonging. Thus, it is postulated that user-
generated content on social media platforms plays a major role in fostering brand loyalty and consumer trust, which
in turn drives up engagement and encourages repeat business.

5) What are the differences in consumer behaviour between traditional advertising and social media marketing
campaigns?

Because social media marketing campaigns and traditional advertising campaigns differ in terms of engagement,
trust, targeting, and interaction, consumer behavior changes accordingly. It is predicted that, in contrast to traditional
advertising, social media marketing campaigns will result in greater levels of consumer engagement and interaction.
Through the use of user-generated content and influencer endorsements, social media marketing is also anticipated
to increase consumer trust, which will increase brand loyalty and purchase intent. In addition, it is predicted that
social media marketing, as opposed to conventional advertising techniques, will yield greater conversion rates and
a more quantifiable return on investment due to its capacity to target particular demographics and personalize
content.

6) What are the ethical considerations associated with social media marketing tactics, and how do they
influence consumer perceptions and behaviour ?
Social media marketing strategies that take ethics into account have a big impact on how customers think and
behave. Consumer trust and brand perception are thought to be positively impacted by ethical and transparent social
media marketing practices, such as truthful disclosure of sponsored content, respect for user privacy, and avoiding
deceptive tactics. On the other hand, unethical behaviors like hidden sponsorships, phony reviews, or deceptive
marketing are anticipated to damage consumer confidence, creating unfavorable brand associations and possibly
influencing consumer choices through decreased brand loyalty and reluctance to interact with the brand. Thus, it is
postulated that while unethical practices have the opposite effect, adhering to ethical standards in social media
marketing tactics increases consumer trust and positively influences behavior.
6.3 CONCLUSION

Based on the findings, it is determined that social media is extensively utilized by Delhi NCR customers when
making decisions about what to buy when it comes to apparel. The chi square test was used to examine the

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relationship between demographic variables and the amount of time spent on social media. The results showed that
younger respondents were more active on social media and that male respondents spent more time there than female
respondents.
Analyzing the relationship between consumer engagement and purchase intention is the primary goal of this study.
A conceptual framework is used for the research, and Structural Equation Modeling is employed to evaluate the
framework. The involvement, which is mainly motivated by hedonistic and utilitarian goals, enhanced the
customers' purchasing patterns. This study investigates the factors that encourage consumers to interact with
clothing brands on social media in an effort to determine whether or not these interactions result in the intention to
make a purchase.
Nine motivational factors—brand interactivity, content quality, rewards, product variety, ease of use, personalized
advertisement, entertainment, social influence, and information availability—have been chosen for the proposed
study based on a review of the literature. It is noted that the majority of respondents view rewards and brand
interaction on social media pages as crucial elements that encourage brand engagement with clothing brands.
Social media's abundance of information, ease of use, entertainment, and variety of products all play a big role in
influencing customer engagement.
Conversely, research indicates that consumer engagement on social media is negatively correlated with the quality
of the content, social influence, and presence of personalized advertisements.
The relationship between consumer engagement, brand image, brand loyalty, and purchase intention is being
examined after the analysis of motivational key drivers. The study's conclusions indicate that there is a favorable
relationship between brand image and customer engagement on social media.
Because they are unfamiliar with the brand or have no relationship with it before they interact with it on social
media, consumers have no prior experience that could affect how they perceive the brand. Positively engaged
customers form a favorable mental image and perception of the brand. Brand image has a direct impact on brand
loyalty and serves as a bridge between consumer engagement and brand loyalty. There will be a large number of
devoted customers for a brand with strong equity, which will lead to high and continuous customer-business contact
and communication. Customers who enjoy the brand's image are likely to grow to a certain.
Brand loyalty, positive consumer engagement, and brand perception all influence purchase intention. appearance
on social media. The study has also demonstrated the important influence of EWoM on brand perception and
purchase intent. In this investigation, as a preliminary method . An evaluation of the mediating role of brand image
between EWoM and purchase intention revealed a significant indirect effect. Nonetheless, compared to the direct
effect, the indirect effect is negligible. Consequently, it can be said that there is a weak mediating role of the brand
image in the relationship between EWoM and purchase intention. Based on the data, this study concludes that a
significant factor influencing consumers' purchase behavior and intention is brand engagement, brand image, brand
loyalty, and EWoM.

6.4 RECOMANDATION

➢ For clothing retailers to put effective strategies into practice, they need to know which certain elements of
social media sites that motivate users to participate. The study's motivational factors have a lot to do with clothing
retailers. who wish to use social media to boost their ability to compete. These motivating factors should be given
careful thought when creating an online strategy. As a result, customer perceptions of the brand, brand loyalty, and
purchase intent will all improve.
➢ Retailers that want to build a lasting, mutually beneficial relationship with their customers and cultivate
loyalty as competitive advantages in the market must pay close attention to consumer engagement and brand image.
➢ For clothing retailers to maintain market competitiveness and to get the most out of their social networking
abilities, they must be active on social media. Retailers should actively utilize social media platforms to boost

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customer involvement through entertaining content and updates about new products, as well as to improve
interactivity and encourage word-of-mouth recommendations.
➢ Social media can also be a useful tool for getting feedback, complaints, and suggestions from customers.
Hence, retailers should focus more on offering timely customer service, answering queries or complaints right away,
and boosting the possibility that customers will select their brand and recommend it to others.
➢ Retailers should give customers comprehensive and accurate information about their products in a way
that piques their interest, motivates them to follow regular updates, and fosters customer interaction behaviors that
influence not just liking and commenting but also making purchases.
➢ A focus on information-based tactics can encourage customers to explore and engage with the goods and
services that marketers are promoting on social media more.
➢ To boost customer engagement, retailers need to create engagement strategies that specifically encourage
customers to share user-generated content, like product reviews, product-related advice, photos, and videos.
➢ In order to meet users' needs for entertainment and fulfill the social purpose of social media, retailers
should provide a variety of captivating and interesting content. These components will pique the interest of most
users, encouraging them to share and post content on their own social media profiles.

6.5 REASEARCH CONTRIBUTION

Consumer engagement is becoming more and more important, according to scholars and professionals a like. When
making purchases, the engaged customer will most likely act more appropriately. Knowing how consumers engage
with a brand or product is essential for business. Businesses can encourage consumers to make decisions by
increasing consumer involvement. Building and assessing a research model is the aim of this study, which aims to
provide a deeper understanding of the factors influencing consumer engagement and purchasing behavior with
fashion apparel brands.
The integrated model of consumer engagement that we have validated can be used by apparel retailers to strengthen
their relationships with customers through competitive market positioning and effective social media engagement.
Knowing why consumers follow a brand on social media can help retailers better meet the needs and preferences
of their target customer base. In this approach, retailers may promote user participation and forge worthwhile
relationships.
Furthermore, there is a wealth of literature currently in publication that explains purchase behavior, electronic word-
of-mouth, brand loyalty, and consumer engagement. It rarely explains the relationships between these selected
concepts in relation to social media, though. The current study offered a unique perspective by incorporating and
creating links between the aforementioned constructs in the context of social media. Marketers can improve their
consumers' brand participation on social media, which can ultimately have a significant impact on purchase
behavior, by focusing on the factors that encourage consumer participation on social media and guarantee more
precisely targeted communications.
This study helps clothing retailers identify the elements of EWoM that will boost consumer intention to buy, which
is something that needs to be given careful thought. The study provides guidance to retailers on how to effectively
handle their social media communications and interact with customers. In order to manage and cultivate online
customer connections, this study will support clothing retailers in creating their plans for brand visibility and
communication on online social media platforms.
6.6 LIMITATION

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 International Journal of Scientific Research in Engineering and Management (IJSREM)
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Study limitations are those variables that could affect the research findings. Despite the researcher's best efforts,
there are still some limitations in the research because of the researcher or certain aspects of the design or
methodology. The following are the study's limitations:
➢ First, a non-random sample technique is used in the study to collect data. It is common knowledge that
non-probability sampling techniques are less rigorous than random sampling techniques. However, because
obtaining a sampling frame of social media users was both difficult and expensive, it was decided to use a non-
random technique for data collection. However, the application of a random sample technique might have yielded
better results.
➢ Secondly, information was collected through a self-administered survey, the link to which was shared via
email and various social media platforms. As a result, there was no way to assist or motivate the respondent to
supply the required data. Even though every attempt was made to remove these barriers when creating the
questionnaire, it is still possible that a small percentage of respondents may not have provided the information that
was requested.
➢ Due to the questionnaire's length, some customers chose not to respond, and self-reported bias may have
crept into some of the responses. Even though the data may contain a variety of potential biases, such as selective
memory, selective recall, attribution, socially desirable answers, and exaggeration, researchers must take whatever
respondents say or fill out at face value.
➢ The geographical scope of the study is another constraint on the generalization of the result. The current
study is only applicable to the studied geographic region and is restricted to the Delhi National Capital region.
Applications may yield different results depending on other geographic factors.

6.7 FUTURE RESEARCH'S SCOPE

Every study has some answers and helps to resolve some issues, but it also lays the groundwork for the discovery
of new, unsolved issues. Future researchers' attention will be directed toward these questions. Additionally, the
current study has advanced 16 in that direction. On the one hand, the study met its goals and gave researchers in
the future something to talk about and new avenues for investigation.
➢ The present study looks at social media from a wide angle; comparative analysis of social media platforms
can be used for marketing in subsequent studies.
➢ Furthermore, since word-of-mouth—both positive and negative—is a novel approach, researchers in the
future can focus on expanding and deepening their understanding of it.
➢ Information acquired for this study over a single period of time. The evolving social media components
and behavioral patterns that impact online purchase decisions over time can be captured in a longitudinal study.
➢ This study looks only at consumers in the apparel sector to see how social media affects buying decisions.
➢ This study aims to explore how social media affects purchasing decisions by focusing solely on consumers
of apparel. Subsequent research endeavors may compare and acquire a more profound comprehension of diverse
sectors.
➢ The responses of 520 respondents, the most of whom are from Delhi NCR alone, served as the basis for
this study. Larger sample sizes and respondents from a broader geographic range may be used in future research.

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