A Study On The Influence Of Social Media On Apparel Purchase Decisions In Kanyakumari District

Abstract

Social media has become an important digital marketing platform that significantly influences consumer buying behaviour in the apparel industry. The present study aims to examine the influence of social media on apparel purchase decisions among consumers in Kanyakumari District. The study focuses on identifying the role of social media advertisements, influencer recommendations, online reviews, and fashion trends in shaping consumer purchase behaviour towards apparel products.

The study is based on both primary and secondary data. Primary data were collected from 120 respondents using a structured questionnaire. The collected data were analysed using statistical tools such as Chi-Square Test, Regression Analysis, and Ranking Method. The findings reveal that social media platforms, especially Instagram, play a major role in influencing apparel purchase decisions. Influencer recommendations, attractive advertisements, and online reviews were identified as important motivating factors affecting consumer buying behaviour.

The study also found a significant relationship between demographic factors and the influence of social media on apparel purchases. Regression analysis confirmed that social media usage positively influences consumer buying behaviour towards apparel products. The study concludes that social media has become a powerful marketing tool in the apparel industry, significantly affecting consumer preferences, attitudes, and purchase decisions. The findings may help apparel brands and marketers develop effective social media marketing strategies to improve customer engagement and sales performance