Social Media Marketing Strategies and Their Effects on Consumer Engagement and Buying Behavior in the Fashion Industry

Abstract

In this literature review, we look at how fashion brands are using social media to influence customer involvement and purchase decisions. Fashion companies are capitalizing on the growing importance of digital platforms by connecting with customers through social media in order to increase sales, brand loyalty, and brand awareness. This paper takes a look at some of the most important social media sites, like Instagram, Facebook, TikTok, and Pinterest, and it showcases the tactics and methods that top fashion firms have used to succeed on these platforms. Quality content, influencer partnerships, and interactive campaigns are some of the elements that increase engagement, which is measured by metrics like likes, shares, and comments. In addition, the study delves into the psychological elements that influence purchasing decisions, like social proof and FOMO (Fear of Missing Out), showing how these elements transform interest into plans to buy. Algorithm updates, content fatigue, and ethical worries about data security and privacy are among the typical problems that the assessment touches on. This study offers fashion marketers practical suggestions for improving their social media strategy by combining actual data with theoretical concepts. The results show that social media has a major impact on consumer behavior and point to places where more study is needed to fill in the gaps.