Influence of Social Media Platforms on the Purchase Decisions of Luxury Apparel

Abstract

The widespread usage of social media and its impact across several dimensions of individuals’ daily lives has attracted a great deal of scholarly attention to providing insightful explanations. However, very few studies have looked into understanding how social media directly influences the decision-making process regarding purchases in the luxury apparel sector. This study seeks to add onto the discipline’s understanding of this dimension. A pilot survey was conducted prior to the main electronic survey to evaluate the feasibility and reliability of the questionnaire responses. An electronic survey was rolled out and a total of 100 responses were received. The respondents fall within the age range of 20 to 40. Additionally, in-depth interviews were conducted with six selected individuals to gain further insights. The study’s primary findings indicate that, on average, the respondents reported that, on average, they spend between three to six hours per day on various social media platforms. Social Media is generally preferred over traditional media primarily for two main reasons: real time updates and information available on social media and the various forms of multimedia content that are supported upon social media platforms. It is understood that social media plays an influential role in every stage of the consumer decision making process, but especially the stages of product awareness and evaluation of alternatives. Positive brand reputation and ease in the purchase process are crucial factors that motivate consumers to complete a purchase decision. Negative reviews may not completely prevent purchase decisions, but they possess the potential to postpone or prompt consumers to consider alternative products. Numerous factors contribute to the final purchase decision, yet various forms of social media content serve as motivational elements that enhance purchase intentions. This study aims to provide valuable insights into the intricate relationship between social media content and consumer purchase decisions of luxury apparel, contributing to both academic discourse and
practical marketing strategies.