Impact of Social Media Marketing on Consumer Buying Behavior- Case of Australian Fashion Industry

Abstract

With the advent of technology, the consumers are becoming demand-oriented and social media is helping them in making purchase decisions by evaluating views available on social media. The study is based on examining the impact of social media marketing on consumer buying behavior for which the Australian Fashion industry has been considered. The current study involves the use of 300Australian fashion industry customers that are surveyed with the help of Likert scale questionnaire. The findings indicate that social media marketing influences consumer buying behavior as social media marketing by retailers is preferred for grabbing customer attention and to keep them updated on retaining them.