How Social Media users’ Drive Influences Purchase Intention in Indian Fashion Industry
Patel Vipul B.1, Patel Kundan M2

1Patel Vipul B., Assistant Professor, V. M. Patel College of Management Studies, BBA Department, Ganpat University, Gujarat, India.
2Patel Kundan M, Assistant Professor, V.M. Patel College of Management Studies, Ganpat University, Gujarat, India.
Manuscript received on February 27, 2020. | Revised Manuscript received on March 14, 2020. | Manuscript published on March 30, 2020. | PP: 5153-5160 | Volume-8 Issue-6, March 2020. | Retrieval Number: F9944038620/2020©BEIESP | DOI: 10.35940/ijrte.F9944.038620

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Abstract: Social media is very popular media in glob for communication as well as transaction for millions of people. As social media is widely and effectively use for commercial, marketers have also emphasized on utilization of social media like YouTube, Facebook, Instagram, Blogs for promoting their products as well as services. However, instead of having wide utilization of social media for promotion, Indian marketers don’t have concrete idea on users’ attitudes towards SMM (social media marketing) and influence of social media advertisement. Moreover, few researches have been carried out in this regards. There is a gap of understanding on social media user’s drive that affect their attitudes and intension of purchase of products in the sense of SMM and social media advertisement with special focus. The reason behind carrying out this research is to focus on influence of social media users’ drive on the intentions of online purchase in the context of SMM in the fashion business of India. In addition, it examines affection of social media advertisement on online buying intension. Data was congregated from 414 respondents through convenience sampling from the major cities of Gujarat and defined premises were measured with multiple regression method. The outcomes revealed that functional drive, entertainment drive and social media use have significant influence on social media user’s attitudes towards social media marketing. Further, results also revealed that there is influence of attitude towards SMM and social media advertisement on intension of online purchase by social media users. The results of the research study would be used by Industry in taking decisions regarding social media strategies. Markers in Industry would know attitude of users towards social media better and perform well as far as social media marketing is concern. Finally, theoretical and functional suggestions are also mentioned. The research study ends up with some shortcomings and direction for further study in discussed area.
Keywords: Social Media Use, Social Media Marketing (SMM), Attitudes, Functional Drive, Entertainment Drive, Social Media Advertisement.
Scope of the Article: Marketing and social sciences.