Paper Contents
Abstract
The Fashion industry has always been a sector which undergoes dynamic changes and which also is influenced by the consumer buying behaviour. Word of mouth marketing has been one of the strategies sued by some brands which later changed to eWOM and also is using social media influencers to target the customers. The investigation of word-of-mouth (WOM) marketing and its influence on the fashion industry, with a specific emphasis on the role of social media platforms is the major aim of this research paper. The study primarily targeted respondents within the Kerala where fashion is very trendy among all ages especially the youth. The research used structured questionnaire to gain the responses. Chi-Square test was used to test the hypotheses of the association between age and social media influencing in purchase.
Copyright
Copyright © 2023 Dr. Ranjith Somasundaran Chakkambath. This is an open access article distributed under the Creative Commons Attribution License.
