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International Journal of Research in Social Sciences
Year : 2019, Volume : 9, Issue : 8
First page : ( 187) Last page : ( 199)
Online ISSN : 2249-2496.

Impact of Fashion Advertising Through Social Media Portals on the Purchase Decision of Young Adults

Verma Pallavi1, Dr. Miglani Neha2, Dr. Brar Prabhdip3

1M. Sc. Semester IV, University Institute of Fashion Technology & Vocational Development Panjab University, Chandigarh, U.I.F.T. & V.D

2UGC Post-Doctoral Fellow, U.I.F.T. & V.D.

3Chairperson & Asst. Professor, U.I.F.T. & V.D

Online published on 7 October, 2019.

Abstract

Fashion is not limited to outfits and accessories. It encompasses much more. Fashion lovers are setting the agenda for social media marketing since a major quantum of online shopping is dedicated to fashion and related merchandise. The main aim of this research is to find the impact of social media advertisements on the final purchase decision of the young adults. Yet another aim was to find the impact of parents‟ income on the expenditure incurred by young adults through social media portal shopping. A structured questionnaire was created to conduct a survey and a systematic sampling method was adopted. The research focuses on young adults between 18–25 year old and the prime area of research was Chandigarh. Since this is a survey of online shopping purchase decision so the results can prove to be more generic if social media users are to be considered. The findings of the study revealed that there is a non-significant impact of parent's income on the expenditure incurred by young adults. Fashion advertising through social media portals has a significant impact on post-purchase behavior of young adults. If a product is well-advertised then it is likely to have a positive impact on buyer after the purchase is made through social media portals.

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Keywords

Fashion, Fashion Advertising, Social Media, Social Media Portals, Purchase Decision, PurchaseBehaviour, Young Adults, Instagram.

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