Abstract
In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.
Highlights
To date, millions of people are using social media (SM) across the globe through website-based network applications that help to share knowledge, information, and easy connections with each other [1,2,3,4,5,6,7]
Confirmatory factor analysis (CFA) First Order analysis was evaluated to confirming each indicator variable, as per the theory from earlier findings or related to the present study
As per Chong et al [76], the results of “pooled CFA” are known compared to the “individual CFA”, which is based on a shorter duration “measurement model”
Summary
Millions of people are using social media (SM) across the globe through website-based network applications that help to share knowledge, information, and easy connections with each other [1,2,3,4,5,6,7]. SM has provided a new horizon in the field of marketing as e-commerce, thereby giving prospects to the marketers for generating consciousness of products amongst customers [1,11]. It is well-established tool that increases public relations through the collaborating method. It is a collection of communication through networks in which individuals disseminate information, expectations, comments, explanations, and predictions [12]. It has brought people around the world into a common interactive platform where opinion, reviews, and information are shared [13,14]
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