Exploring Key Factors Influencing Fashion Preferences and the Role of Social Media Advertising in the City of Koronadal, South Cotabato, Philippines

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Purpose: This study aims to investigate the influence of social media advertising on consumer fashion preferences in the City of Koronadal, South Cotabato, Philippines. By analysing the interplay between various social media platforms and consumer behaviour, the research seeks to offer insights into how digital advertising shapes fashion preferences and helps businesses optimize their marketing strategies. Study design/methodology/approach: The study employed a mixed-methods approach, combining quantitative and qualitative analyses. Socio-economic profiles of respondents were examined to identify demographic trends. Correlation and regression analyses were conducted to evaluate the relationship between social media advertising and consumer fashion preferences, with a focus on the impact of different advertising elements such as "seller-created information" and "electronic word of mouth”. Findings: The research found that females aged 26 to 50, with low-income levels, were the predominant demographic among fashion consumers in Koronadal. The primary platforms for fashion-related ads included Facebook, Instagram, and YouTube. Correlation analysis revealed a moderate relationship between social media advertising and consumer preferences, while regression analysis identified "seller-created information" and "electronic word of mouth" as significant factors influencing consumer fashion preferences. "Information acquisition," "perceived quality," and "perceived risk" showed lesser effects and did not achieve statistical significance. Originality/value: This study provides a nuanced understanding of the role of social media advertising in shaping consumer fashion preferences. By highlighting the effectiveness of specific advertising elements and platforms, the research offers valuable insights for businesses aiming to refine their digital marketing strategies. The findings contribute to the broader discourse on consumer behavior in the digital era, emphasizing the importance of tailored advertising approaches to effectively engage and influence fashion consumers.