Influence of Social Media Marketing on Fashion Purchase Intentions

Abstract

The rapid expansion of social media platforms has fundamentally reshaped marketing strategies within the global fashion industry. Brands increasingly rely on digital channels such as Instagram, TikTok, and YouTube to engage consumers, promote new collections, and cultivate brand communities. Unlike traditional advertising, social media marketing emphasizes interactive communication, influencer partnerships, user-generated content, and real-time engagement. This shift has significantly influenced consumer attitudes and purchase intentions in fashion markets. how social media marketing strategies affect fashion purchase intentions by analyzing factors such as content quality, influencer credibility, brand authenticity, electronic word-of-mouth (eWOM), and peer engagement. Visual storytelling and aspirational imagery play a critical role in shaping brand perception, while influencer endorsements often function as social proof that reduces perceived purchase risk. Engagement metrics such as likes, shares, and comments contribute to perceived popularity and trustworthiness.