The Impact of Social Media Marketing on Working Women s Buying Behaviour for Fashion Apparels with Special Reference to Delhi NCR

Abstract

Today, social media has become prevalent in all fields. Social media can be an effective newlinemarketing tool for businesses, offering a wide range of possibilities and benefits to both newlinecustomers and organizations. Social media usage and popularity have increased, and as newlinea result, it has become an essential component of modern marketing strategy. Social newlinemedia marketing helps both businesses and consumers. The usage of social media newlinemarketing by consumers to satisfy their needs is also growing. The term quotsocial media newlinemarketingquot describes the usage of social media platforms to market goods, services, or newlinebrands and interact with consumers. Due to the growing acceptance and use of social newlinemedia sites like Facebook, Instagram, Twitter, WhatsApp, and others, it has evolved newlineinto a crucial part of contemporary marketing strategy. newlineWomen are customarily thought to have a more positive attitude toward shopping than newlinemen, who are more concentrated on the practical implications of their purchases. newlineWomen who are actively employed outside as well as they have obligations inside the newlinehome or family are referred to as quotworking women.quot These women work in a variety of newlinefields and professions and contribute to the economy and society through their skills newlineand labour. The analysis of fashion apparels, an aspect of tremendous relevance in the newlinelives of working women, is central to the emphasis of this study. This study primarily newlinedraws from the more well-known Extended version of the Unified theory of acceptance newlineand use of technology (UTAUT2), which adds new construct Trust to the model to newlinemeasure and validate the constructs. The result is a research model that examines the newlinerelationships between the constructs regarding Behavioural Intention and buying newlinebehavior. This study focuses on the buying behaviour of working women for fashion newlineapparels in case of social media marketing in Delhi-NCR. This descriptive research newlineprovides remarkable findings, prompting further investigation into possible causes of newlinethe outcomes. This stud