TO WHAT EXTENT SOCIAL MEDIA MARKETING IS EFFECIVE FOR DEVELOPING BRAND IMAGE AND LOYALTY: AN EMPIRICAL STUDY IN THE FASHION CLOTHING INDUSTRY /
SHAHRUKH AHMAD SIDDIQUE ; SUPERVISOR, ASSOC. PROF. DR. FİGEN YEŞİLADA
- 79 sheets ; 30 cm +1 CD ROM
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration
This empirical study investigates the effectiveness of social media marketing (SMM) in enhancing customer brand engagement and purchase intention within the fashion clothing industry. The research employs a quantitative approach, utilizing an online survey administered through Google Forms to gather data from 292 respondents. The survey aimed to assess the impact of various SMM activities—such as content creation, influencer collaborations, and interactive campaigns—on consumer behavior. The collected data was analyzed using statistical tools, including SPSS for descriptive statistics and AMOS for structural equation modeling, to explore key constructs such as brand image, customer brand engagement, and purchase intention. The findings reveal a significant positive relationship between SMM activities and both brand engagement and purchase intention among fashion clothing consumers. Specifically, the study highlights that consumers are more likely to engage with brands and develop a stronger intention to purchase when exposed to effective social media marketing strategies. This underscores the pivotal role of SMM in fostering deeper consumer-brand interactions, building brand loyalty, and influencing purchasing decisions in a highly competitive market. These insights are valuable for marketers seeking to optimize their digital marketing strategies, suggesting that leveraging social media platforms effectively can drive growth and enhance brand visibility in the fashion industry.