THE STUDY ON HOW SOCIAL MEDIA IMPACTS CONSUMER

BEHAVIOR IN ONLINE APPAREL SHOPPING

TO THE SAVITRIBAI PHULE UNIVERSITY FOR GRADUATION
STUDY IN JOURNALISM AND MASS COMMUNICATION.

(MJMC)

THE YEAR 2023-2024

RESEARCHER

MISS REEZA JAHOOR PATEL

ROLL NO 1497

GUIDE

DR. NUTAN KANEGAONKAR KULKARNI

STUDY CENTRE

ABASAHEB GARWARE COLLEGE PUNE

DEPARTMENT OF JOUNALISM AND MASS COMMUNICATION

M.E.S ABASAHEB GARWARE, COLLEGE KARVE ROAD, PUNE

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 CERTIFICATE

This is to certify that Miss Reeza Patel of M.E.S. Abasaheb Garware College,
Journalism and Mass Communication Department, has successfully completed the
research dissertation.
Titled ‘THE STUDY ON HOW SOCIAL MEDIA IMPACTS CONSUMER BEHAVIOR IN
ONLINE APPAREL SHOPPING’

In partial fulfillment of the requirement for the award of graduate degree

prescribed by the M.E.S Abasaheb Garware College affiliated with the
Savitribai Phule Pune University.

The importance of the report is given a detailed analysis of the subject and
conclusion has been elaborated research dissertation.

I find the work comprehensive, complete and sufficient standard to warrant its
presentation for graduate degree in mass communication and journalism.

Dr. Nutan Kanegaonkar Kulkarni

Head of the department

(Journalism and Mass Communication)

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 ACKNOWLEDGEMENT

I am thankful to my guide Dr. Nutan Kanegaonkar Kulkarni (professor, Head of

department of mass communication and journalism). Throughout this research, she
has given me very valuable and inspiring guidance. Without her support, it was
impossible to do this research dissertation. This research could be successfully
completed because of her complete help and inspiration.

As a researcher, I am also thankful to my professors, course mates and individuals

who have helped me in my research dissertation. I express my gratitude towards them.
Everyone’s guidance brought the research on track and close to the aim.

Hearty thanks to all those known and unknown who have directly and indirectly
supported me in this research.

Researcher

Reeza Patel

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 INDEX
SR. TOPIC PAGE
NO NO.
1 Chapter 1: Introduction 6-7
2 1.1 Introduction 6-7
3 1.1.1 What is social media 7
4 1.1.2 What is consumer behavior 7
5 1.1.3 Impact on consumer due to online shopping 8
6 1.2 Nature of Research 8-9
7 1.3 Importance and Necessities 9
8 1.3.1 Importance of Research 9
9 1.3.2 Necessity of the Research 9-10
10 1.4 Aims and Objectives 10
11 1.5 Scope Limit and Delimit 10-11
12 1.5.1 Limits 11
13 1.5.2 Delimits 11
14 1.6 Hypothesis and Null hypothesis 12
15 1.6.1 Hypothesis 12
16 1.6.2 Null Hypothesis 12
17 1.7 Functional Definition 12
18 1.8 Tools and Data collection 13
19 1.9 Statistical Tools 13
20 1.10 Population and Sample 13
21 1.11 Summary 14
22 Chapter 2: Review of Related Literature 15
23 2.1 Introduction 15
24 2.2 Necessity for Review of Related Literature 15
25 2.3 Objectives of Review or Related Literature 15-16
26 2.4 Books referred for research 16
27 2.5 Websites referred for research 17
28 2.6 Previous Research 18
29 2.7 Summary 19
30 Chapter 3: Research Methodology 20
31 3.1 Introduction 20
32 3.2 Research 20
33 3.2.1 Instagram 20
34 3.2.2 Facebook 21
35 3.3 Types of research 21
36 3.4 Types of research methods 22
37 3.5 Selection of research method 23
38 3.6 Sampling method 24
39 3.7 Tools of Data collection 24
40 3.71 Interviews 25
41 3.7.2 Questionnaires 25

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42 3.8 Research procedure 25
43 3.9 Summary 26
44 Chapter 4: Data Presentation, Analysis and Interpretation 27
45 4.1 Introduction 27
46 4.2 Data presentation 27
47 4.3 Data analysis and Interpretation 28
48 4.4 Types of analysis 28
49 4.5 Role of Social media 29
50 4.6 Perception of Social media by Consumers 30
51 4.7 Data Presentation 31-39
52 4.8 Summary 40
53 Chapter 5: Research Summary 41
54 5.1 Conclusion of the Thesis 41
55 5.2 Remedies 42
56 5.3 Recommendations 43
57 5.4 Topics for further research 43
58 5.5 Contribution to the Thesis 43-44
59 5.6 Summary 44
60 Analysis 45
61 Questions asked to Social Media Managers (Interview) 45-46
62 Bibliography 47

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THE STUDY ON HOW SOCIAL MEDIA IMPACTS CONSUMER
BEHAVIOR IN ONLINE APPAREL SHOPPING

1.1 INTRODUCTION
Technology is growing really fast and more popular day by day. This means that companies have
new ways of connecting with their existing and potential consumers. Social media is a platform
where it helps the companies spread the word about what they sell. Social media is changing
how brands tell their stories and create a brand image. The rise of social media platforms such as
Instagram, Facebook and other apps have changed the way how consumers interact with brands
and make purchasing decisions. With the tap of a finger users can now explore a wide variety of
clothing options, discover new trends and engage with fellow shoppers for their satisfaction.

This research investigates the impact of social media marketing on brand recognition in the fast
consumer goods industry, why, when and how social media has impacted on consumer decision
process. The research also gives explanation on how individuals are attending, processing and
selecting the information on social media before any purchase. It will show that people don’t
search for information on social media as much as they do on television or newspapers but when
they do look for information on social media, they pick and choose what they want to see. We
will use both interviews and surveys to achieve our goals in the study.

Social media platforms have evolved into powerful marketing tools for apparel brands, enabling
them to reach a global audience with targeted advertisements, influencer collaborations and
engaging content strategies. As a result, consumers are constantly bombarded with exciting
visuals and personalized recommendations blurring the lines between leisurely browsing and
intentional purchasing. While some may argue that social media makes the shopping experience
better by providing inspiration and convenience, others raise concerns about it’s potential to
encourage impulsive buying behaviors and create unrealistic beauty standards.

Hence, it has become really important to carefully look at how social media affects how people
buy clothes online. By figuring out how social media influences what people buy, we can learn
things that help both shoppers and businesses.

The use of social websites has largely grown in the digital century and the consumers that use
social networking websites has a significant impact on them. Nowadays, nearly users of all age
(toddlers to old people) use social media including students, working class people and the
elderly.

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Overall, the purpose of this study is to provide light on the impacts of social media on consumers
mind in the fast consumer goods industry.

1.1.1 WHAT IS SOCIAL MEDIA

Social media refers to online platforms and applications that allows users to create, share and interact with
other via content. These platforms allow individuals to connect with others, express themselves and
participate in virtual communities. Social media presents us with a wide range of websites and apps,
including popular platforms such as Facebook, Instagram, Twitter, Snapchat and TikTok among others.

One of the key features of social media is user-generated content, this user-generated content can be
shared publicly or within specific networks of friends or followers. Businesses and organizations also use
social media for marketing and promotion purposes, using these platforms to reach and engage with their
target audience, build brand awareness, drive website traffic and generate leads or sales. Social media
marketing strategies may involve creating and compelling content, interacting with followers, running
targeted advertisements and analyzing data and insights to optimize performance to increase sales.

1.1.2WHAT IS CONSUMER BEHAVIOR

Consumer behavior refers to how people make decisions about what they buy, use and get rid of. It
includes everything from why someone chooses a particular product to how they feel after buying it.

In offline shopping, like going to a physical store consumer behavior might be influenced by
factors like how the product looks, its price, the store's location and the recommendations of
friends or family. For example, someone might buy a certain brand of sneakers because their
friends wear them or they might choose a product because it's on sale.

In online shopping, consumer behavior is similar but happens on the internet. People might look
at product reviews, compare prices on different websites or get recommendations from social
media. Online shopping also offers the convenience of being able to shop anytime and anywhere
but it can be harder to see or try out products before buying them. Factors like clear product
descriptions, easy returns and secure payment options can also influence consumer behavior
online.

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1.1.3 IMPACT ON CONSUMER DUE TO ONLINE SHOPPING:
When it comes to online shopping there are a few key factors that affect how people behave:
1. Convenience
2. Variety of Choice
3. Brand comparison
4. Price comparison
5. Reviews and Recommendations
6. Personalization
Overall, whether shopping online or offline, consumer behavior is driven by a mix of personal
preferences, external influences, and the overall shopping experience.

1.2 NATURE OF RESEARCH:

The research involves talking and interviewing people who shop online for clothes and asking
them about their experiences with social media. Use the knowledge received doing an internship
in a social media agency.

This could include things like how often they use social media, if they follow clothing brands or
influencers and if social media influences their decisions when shopping for clothes online. The
study is conducted among the youth i.e. between the age group of 18 to 30 which are mostly
students to show the Impact of social media that has created on the consumers. The research
could also look at data from online clothing stores to see if there are any trends or patterns in
how people shop. Overall, the goal is to understand how social media affects people's shopping
habits when it comes to buying clothes online. The study is conducted through the distribution of
questionnaires online.

In this research, I will refer to old surveys available and conduct new surveys to compare and
would also refer to a few media articles for better explanation. How Social media consumption
changes by age and by gender that will also be shown.

A set of physical interviews consisting of 6 questions was carried out amongst – target audience.
This was done to understand their branding through the company’s point of view and how they
get the consumers to atleast visit their page or website.

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As I am an individual researcher it will not be possible for me to go around the globe or country
to conduct the research, I will be taking only Pune/ Maharashtra as a place to conduct my
research.

1.3 IMPORTANCE AND NECESSITIES:

Social media usage influences consumer satisfaction in the stages of information search and
alternative evaluation, with satisfaction getting amplified as the consumer moves along the
process towards the final purchase decision and post-purchase evaluation. Social media allows
marketers to connect and engage potential customers where 29 they are at: LinkedIn, Twitter,
YouTube, Facebook, Instagram, and even some of the younger platforms like TikTok. With a
strong social media strategy and the ability to create engaging content, marketers can engage
their audience.

1.3.1 Importance of the research:

The importance of studying how social media affects online clothes shopping for consumers is to
understand how these platforms influence people's buying decisions. With more and more people
shopping online especially for clothes, knowing the role social media plays can help businesses
make better decisions about marketing and advertising. This research will help consumers to
know that everything they see on social media is not necessarily something they should buy.
Overall, studying this topic helps both businesses and consumers navigate the online shopping
landscape more effectively.

Plus, with the rise of social media, its impact on our daily lives is undeniable making this topic
relevant and significant for both shoppers and businesses alike.

1.3.2 Necessity of the research:

Studying how social media influences people's online clothing purchases is important since it
allows us to understand better the modern shopping experience. With many individuals now
purchasing items online and spending a lot of time on social media it has become important to
understand how these two things work together. Understanding this relationship allows us to

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improve online shopping experiences, assist businesses in marketing their products better and
ensure that consumers make informed purchasing decisions while shopping online.

This knowledge can help firms enhance their marketing tactics and provide better shopping
experiences for customers. Furthermore, customers should be aware of how social media may
influence their purchasing decisions when shopping online.

1.4 AIMS AND OBJECTIVES

 To study the impact of Social media marketing on consumer buying decision process.
 To measure the change in perception of the consumers through the content and
engagement on Social media.
 To understand how business businesses can engage more customers to increase the brand
value.
 To measure the positive influence of products and services social media advertising.
 Explore how social media affects people’s behavior and opinions.
 Analyze and figure out what type of social media content has most impact on consumer.
 Identify factors that contribute to trust and credibility in social media marketing.
 Determine potential risks and benefits associated with social media.
 To explore the role of social media platforms in shaping consumer preferences and
behavior in online clothing shopping.

1.5 SCOPE LIMIT AND DELIMIT

 The study is confined to a specific region of Maharashtra district.
 The research will focus on understanding how social media affects consumers' online
clothes shopping habits.
 It will investigate the influence of social media platforms such as Instagram, Facebook,
and Twitter on consumer behavior.
 The study will involve surveys, interviews, and data analysis to gather insights into the
online clothes shopping patterns of consumers in Pune, Maharashtra.
 The research will also examine any differences in online shopping behavior based on age,
gender and other demographics.

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  The data collected is totally primary data given by Pune region respondents. There is
chance for personal bias.

1.5.1 LIMITS:
 The study will be limited to consumers residing in Pune, Maharashtra which may not represent
the entire population of India.
 The research is only being done in one place, so the results might not apply to other areas.
 It might be hard to find a diverse group of people to take part in the study, which could affect how
well we understand everyone's shopping habits.
 Things like differences in culture, how much money people have, and how familiar they are with
technology could affect the results, but we won't be able to look at them in detail because of the
location of where the research is being done.
 External factors such as changes in social media algorithms or trends may impact the
results, but the research will focus solely on the influence of social media on online
clothes shopping behavior within the specified location.

1.5.2 DELIMITS:
 The research will focus only on the impact of social media on consumers' online
clothes shopping behavior, excluding other factors that may influence purchasing
decisions.
 The researcher will mainly use surveys and data analysis for the research along with
quick interviews and won’t focus much on other methods that involve in-depth
conversations.
 The research will mostly target consumers aged 18-35, excluding other age groups to
maintain research focus and feasibility.
 The research will be conducted within a specified timeframe, limiting the scope of
data collection and analysis.
 The findings and conclusions of the study will be based solely on the data collected
from participants in Pune, Maharashtra, and may not be applicable to other regions or
contexts.

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1.6 HYPOTHESIS AND NULL HYPOTHESIS

1.6.1 Hypothesis:

If we believe that using social media frequently influences people's online shopping habits
positively then our hypothesis would state that there is a connection between the two. In other
words, we expect that individuals who spend more time on social media platforms are more
likely to shop for clothes online more often. This implies that social media usage acts as a
influencer of online clothes shopping frequency. People who use social media more often are
likely to buy clothes online more frequently compared to those who use social media less.

1.6.2 Null Hypothesis:

The null hypothesis serves as a counter-argument to the hypothesis. It suggests that there is no
connection between social media usage and online clothes shopping frequency. In simpler words,
it says that the amount of time someone spends on social media does not impact how often they
shop for clothes online. Thus, any observed differences in online shopping frequency between
individuals who use social media more and those who use it less are due to random chance or
factors other than social media usage. There is no connection between how often people use
social media and how frequently they shop for clothes online.

1.7 FUNCTIONAL DEFINITION

The definition of this topic involves digging and investigating into how using social media
influences the way people buy clothes online. It is like investigating how scrolling through
Instagram or seeing fashion posts on Facebook might affect someone's decisions when they're
shopping for clothes on websites like Amazon or ASOS. This research is basically trying to
understand how social media impacts the consumers mind in a way we shop for clothes on the
internet.

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1.8 TOOLS OF DATA COLLECTION

 Surveys:
Surveys involve asking people questions about their online shopping habits and social
media use through online forms or questionnaires.

 Interviews:
Interviews involve talking to people directly to get more detailed insights.

 Gather data from online clothing store to see what trends people follow that makes a
impact on them.

 Gather data from a few offline stores to see what difference is there for their online and
offline stores.

 Refer to a few online articles on how the online shopping sites, apps, and other places
have made a name for themselves.

1.9 STATISTICAL TOOLS

For the research the researcher has selected the following tools of data collection:
1. Questionnaire
2. Interviews

1.10 POPULATION AND SAMPLE

The plain definition of this is the crowd of Pune (research’s targeted area) is the Population and
the people who answered our surveys, gave interviews are the sample for this research.

1.11 SUMMARY
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In this research, we are exploring how social media impacts the way consumers shop online for
clothes specially focusing on Pune, Maharashtra. Platforms like Instagram and Facebook are
changing how we discover and buy things. The researcher is curious about how often people in
Pune use social media and if it affects what they buy online hence, we are connecting and
conversing with them and looking at data from online stores. By digging into this we hope to
learn how social media shapes online shopping habits and help both shoppers and businesses
understand its influence.

Our goal is to find out how social media influences online clothes shopping in Pune,
Maharashtra. With tools like surveys, interviews and data from online stores, gathering insights
into people's habits and preferences. By understanding this connection, the researcher aims to
guide both shoppers and businesses in navigating the world of online shopping more effectively
offering insights into how social media impacts consumer behavior.

CHAPTER 2: REVIEW OF RELATED LITERATURE

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2.1: INTRODUCTION

In today's digital age, social media has changed how people shop for clothes online. With
platforms like Instagram and Facebook, consumers have easy access to a wide range of fashion
trends and brands. This study aims to explore how social media influences and affects consumers
decisions while shopping for clothes online.

By reviewing existing research, the researcher will uncover the various ways social media shapes
consumer behavior in the online apparel market. From marketing strategies to psychological
factors.

2.2: NECESSITY FOR REVIEW OF RELATED LITERATURE

 To systematically understand the topic of research.

 To analyze and explain the basic elements in the selected topic of research.
 Proofs, references for research and other support material give base to the research for the
reference related to the topic.
 Proper presentation, use of proper tools of study materials of related literature can be
studied from the related literature and use of research.

2.3 OBJECTIVES OF REVIEW OF RELATED LITERATURE

 Repetition can be avoided by the study of related literature.

 Information about the research methodology, tools of research, etc are obtained through
the review of research.
 For presenting research, format and direction is achieved.
 To identify gaps or areas where further research is needed.
 To learn about the different ways social media affects consumer behavior in online
apparel purchases.

2.4 BOOKS REFERRED FOR RESEARCH

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Name of the book: Likeable Social Media
How to Delight Your Customers, Create an Irresistible Brand and Be Generally Amazing on
Facebook (and Other Social Networks)

Author: Dave Kerpen

Publication: McGraw Hill Professional [McGraw Hill was sold in 2021 to Platinum Equity]

A] Address: McGraw Hill Professional1325 Avenue of the Americas, 7th Floor New York, NY
10019

B] Website: https://www.mhprofessional.com/contact-us

About the book:

In Dave Kerpen's book "Likeable Social Media," he shares helpful tips on how businesses can
make customers happy, create a brand that people love and do well on platforms like Instagram,
Facebook and other platforms. As the CEO of Likeable Media a famous company in New York
City that helps with social media and word-of-mouth marketing, the author knows what works in
today's competitive world. His book is like a roadmap for businesses to use social media in smart
ways, connect with customers and get noticed online.

The author uses real stories and easy-to-follow tips to show how businesses can make interesting
posts and build strong relationships with their audience on social media sites like Instagram,
Facebook and other sites. Whether you're a business owner, marketer or just interested in social
media, ‘Likeable Social Media’ gives you practical advice on how to succeed in the online world
and make your brand stand out.

2.5 WEBSITES REFERRED FOR RESEARCH

 Social Media Platforms: Platforms like Facebook, Instagram, Twitter, and LinkedIn

 Business and Marketing Blogs

Link: http://www.socialmediaexaminer.com/

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About Social Media websites:

Social media platforms play a big role in how people shop for clothes online. Sites like
Instagram, Facebook and TikTok are where people often see and find new trends, styles and
brands. They are like virtual shopping malls where you can explore different clothing options,
get inspiration from fashion influencers and even make purchases directly.

On these platforms, people share photos and videos of themselves wearing different outfits,
which can influence others buying decisions. Brands also use social media to show off their
latest collections, offer tempting deals and engage with customers. Additionally, many social
media platforms have features like shoppable posts or links to online stores, making it easy for
users to buy clothes they see and like.

In conclusion, social media platforms are not just places to connect with friends, they are also
powerful tools for discovering, exploring and purchasing clothes online. They shape how people
perceive brands, discover new styles and ultimately decide what to buy.

About Social Media Examiner:

Social Media Examiner is a U.S.-based media company, founded by Michael Stelzner. It

publishes online magazines, blogs and podcasts about how business people can use social
networks, on their website. The website helps marketers discover how to better connect with
customers, drive traffic, generate awareness and increase sale.

It's like a guidebook for anyone who wants to use social media to grow their business or reach
more people online. On the website one can find articles, videos and podcasts that cover topics
like how to use Facebook, Instagram and other social media platforms effectively. They provide
practical tips, strategies and tools that anyone can use, whether you're a beginner or an
experienced marketer.

Overall, Social Media Examiner is a helpful resource for anyone looking to improve their social
media skills and make the most out of their online presence.

2.6 PREVIOUS RESEARCH

Topic of the research: A study on impact of social media on consumer behavior

Name of the researcher: Karnika Sahu

The researcher deals with the study about the Impact of Social Media on consumer behavior. This
research is concentrated on understanding the effect that social media on customer behavior. Given the

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latest trends where internet tends to be the initial and primary source of information, companies
constantly focus on improving their presence online. Social networking is that the evolution of selling
from the normal concept to relationship marketing. Understanding how social media affect customer’s
research and final decision to buy is of great importance for companies in order to create competitive
advantage. This analysis helps us understand how people use social media to make decisions when
buying things. It shows that people actively look for information on social media before buying
something, even if they end up buying it from a local store instead of online. The study also gives useful
insights for companies that want to adapt to or are already part of this new trend in marketing.

The researcher’s topic is ‘The study on how social media impacts consumer behavior in online
apparel shopping’. Therefore, the above reference research will be helpful as it discussed the
impact on consumer behavior overall where as the researcher is going to focus on online
shopping apparel solely. As the researcher is going to mainly focus on the behavior of consumers
who shop online and the above research gives some detailed information on consumer behavior.
It studies the impacts and affects social media has on the consumer. In this research the
researcher will focus on small clothing businesses and fast fashion as these two aspects keep up
with their trends and have the most profit with consumers buying online.

As the previous research topic is relevant to some major issue covered by the researcher in her
current topic. Therefore, the researcher has referred to the above research ‘A study on impact of
social media on consumer behavior’

2.7 SUMMARY

The review of related literature has helped the researcher for the better understanding of the
research and deciding of research methodologies. This study looks at how social media changes
the way people buy clothes online. It explores how platforms like Instagram and Facebook affect
the consumers decisions while shopping for clothes online. The researcher aims to understand
how social media shapes consumer behavior in the online clothing market, including marketing
strategies and psychological factors.

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To understand the topic better, the researcher has reviewed existing research, which helped
identify gaps and provides a basis for further study. One book referred for the research is
"Likeable Social Media" by Dave Kerpen, which offers practical tips for businesses to succeed
on social media platforms. Additionally, the website Social Media Examiner is a helpful resource
for learning about social media marketing strategies.

The study also includes previous research by Karnika Sahu on the ‘Impact of social media on
consumer behavior’, which provides insights into how people use social media in their
purchasing decisions. This research focuses on understanding the behavior of consumers who
shop online for clothes, particularly in small clothing businesses and fast fashion. Overall, the
study aims to shed light on how social media influences online apparel shopping behavior. The
researcher has got immense data and study material which will be useful for her in this research
process.

CHAPTER 3: RESEARCH METHODOLOGY

3.1 INTRODUCTION

In the first chapter of the research the researcher has decided the necessity of the topic,
objectives of the topic, scope and limitations, etc. Then in the second chapter the researcher has
collected the reference material of the topic and research paper related to the same.

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The researcher has been studying the impact of social media on consumers behavior on shopping
clothes due to social media. After clearly stating aims and objectives and collecting reference
material now the researcher can decide the research method which has to be followed to conduct
research in this chapter, to achieve the researcher’s objectives.

There are several types of research methods, among those the researcher has to decide the
appropriate method which the researcher will reach the desired results with. This section of the
research outlines the strategies and approaches that will be used by the researcher to gather and analyze
data effectively.

3.2 RESEARCH

 Research can be defined as a systematic approach to discover something new.

 Research can be defined as a process to find something new or find solutions to the
existing problem.

As per the above definition of research the researcher shall apply them in the research topic, ‘The
Study on How Social Media Impacts Consumer Behavior in Online Apparel Shopping’. The
researcher is attempting to figure out how and why does social media affects the consumers
while shopping clothes online.

3.2.1 INSTAGRAM

 Researcher will conduct surveys and interviews with Instagram users to understand their
behaviors, preferences and attitudes towards online apparel shopping influenced by the platform.
This helps gather firsthand insights from consumers.

 Researcher will observe how users interact with clothing brands, influencers and advertisements
on Instagram. This involves analyzing user behaviors, browsing patterns and responses to
different types of content.

3.2.2 FACEBOOK

 Researcher can gather a small group of Facebook users to chat about their thoughts, feelings and
experiences with buying clothes online because of Facebook. This chatting helps researchers
learn more about why people shop online for clothes and how they decide what to buy.

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  Researcher can check how much people interact with posts on Facebook, like how many likes,
comments, shares and clicks they get. This helps see which posts make people more likely to buy
things.

3.3 TYPES OF RESEARCH

A] Basic research
B] Applied research

Basic Research:
 Basic research is defined as research which is based on imagination, thus carrying a
theoretical or academic approach to it.
 Basic research often involves theoretical exploration, experimentation and observation to uncover
new insights and generate hypotheses.

Applied Research:
 This is defined as the research which has facts involved in it, thus is facilitates progress
of better decision making.
 Applied research focuses on solving specific problems or addressing practical challenges by
using existing knowledge and scientific principles to actual real situations.

In the research topic, ‘The Study on How Social Media Impacts Consumer Behavior in Online
Apparel Shopping’ the topic itself mentions a fact. The researcher also has a certain image of the
research in their mind about consumers behavior.

Therefore, the researcher has considered the research to be applied research.

3.4 TYPES OF RESEARCH METHODS

There are many types of research methods out if which any researcher selects the appropriate
method to carry out their research.

The following below are the types of research methods a researcher follows:

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 1. Content Analysis
2. Survey research
3. Longitudinal research
4. Experimental research

Content Analysis:
Content analysis is the study of documents and communication artifacts which might be texts of
various formats, pictures, audio or video.

Survey Research:
Survey research is defined as "the collection of information from a sample of individuals through
their responses to questions”.

Longitudinal Research:
Longitudinal study is a research design that involves repeated observations of the same variables
over long periods of time.

Experimental Research:
Experimental research is a form of comparative analysis in which you study two or more
variables and observe a group under a certain condition or groups experiencing different
conditions.

3.5 SELECTION OF RESEARCH METHOD

SURVEY METHOD

A] Definition

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  The survey method is a way of gathering information by asking people questions about a
particular topic or issue.
 It involves creating surveys or questionnaires that are designed to collect specific data
from individuals.
 These surveys can be conducted through various means, such as online forms, paper
forms or face-to-face interviews.

B] Uses of Survey Methods

 Survey method is useful in gathering data directly from the samples on which researcher
has been doing research.
 Due to survey method the researcher can know the exact opinion of those people or
population on which the research is being done.
 Data collected by survey method is an effective way to analyze and place in the report by
using statistical tools such as tables, pie charts, bar diagrams, etc.

C] Application of the method

 This method includes data gathering, information from questionnaires and interviews to
achieve the objective of research. As the objective of this research can be achieved by this
method the researcher has decided to select survey method for their research.
 As per the uses of the survey method mentioned above, the researcher can directly collect
data from the people who shop online a lot and also from the ones who don’t shop. Then
the researcher can analyze the outcome of the topic.
 In the context of studying the impact of social media on consumer behavior in online
apparel shopping, this method would include creating questionnaires or conducting
interviews to gather insights from consumers about their online shopping habits, their use
of social media platforms like Instagram and Facebook and how these platforms
influence their purchasing decisions.
 This method is an effective and convenient way for the researcher to collect and analyze
the data to execute the research and attain the desired goals of the research.

3.6 SAMPLING METHOD

It is not possible for the researcher to spend so much money, time and efforts to cover entire
population related to research. This method is a way of choosing a smaller group of people or
things from a larger group to study. It helps researcher understand the larger group by studying a
smaller part of it. This term is called as ‘Samples’.

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Types of Sampling Methods:

A] Convenience Samplin
B] Random Sampling

The researcher has chosen these types because there is no specific target group decided as most
of the population uses social media.

Convenience Sampling:
Convenience sampling means choosing participants who are easy to reach or easily available.
Instead of carefully selecting samples to represent a larger group, the researcher simply chose
whoever is convenient or accessible to them. This method is often used when time or resources
are limited.

Random Sampling:
Random sampling means that every member of the population has an equal chance of being
chosen for the sample. Each person in the group has the same likelihood of being selected. This
method helps ensure that the sample is representative of the entire population, making the results
more reliable and generalizable. Random sampling is often considered the gold standard in
research because it minimizes bias and allows for more accurate conclusions to be drawn.

3.7 TOOLS OF DATA COLLECTION

The researcher has selected the following tools of data collection to gather information for the
topic.

A] Interviews
B] Questionnaires

3.7.1 INTERVIEWS

The researcher has decided to conduct interviews of social media managers and a few online
store owners. These interviews are conducted to know their expertise about the topic chosen by
the researcher i.e. ‘The Study on How Social Media Impacts Consumer Behavior In Online
Apparel Shopping’

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3.7.2 QUESTIONNAIRES

It involves drafting specific questions to receive the required information. This questionnaire is
designed to gather candid and unfiltered opinions from selected participants. The participants
have the freedom to express their views without revealing personal details.

3.8 RESEARCH PROCEDURE

 The researcher has selected applied research method for the research among the types of
methods available.
 The researcher has selected survey method to conduct the research.
 The researcher has chosen Convenience Samplin and Random Sampling for her research.
 The researcher will make questionnaires for the samples to get the desired data required
for her research topic.
 The research will conduct interviews of social media managers and online business
owners.
 The researcher will then gather all the data and analyze the information by using different
statistical tools.

3.9 SUMMARY

In this chapter, the researcher has discussed various aspects of the research process for studying
the impact of social media on consumer behavior in online apparel shopping.

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In this section, the researcher talks about studying how social media affects how people shop for
clothes online. The researcher uses methods like surveys and interviews to ask Instagram and
Facebook users about their shopping habits. They'll also watch how people interact with posts
and brands on these platforms. The research is classified as applied research, aiming to address
specific problems. The chosen research method is survey research, utilizing tools like
questionnaires and interviews to gather data.

The research is about finding new things or solving problems, focusing on specific issues like
online shopping behavior. They'll use surveys and interviews to collect information from people,
using methods like convenience and random sampling. Finally, the researcher will analyze the
data to understand how social media influences online shopping habits.

CHAPTER 4: DATA PRESENTATION, ANALYSES AND

INTERPRETATION

4.1 INTRODUCTION
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In this chapter the researcher has presented the available data for further analysis and research.
Analysis and interpretation are the most important steps in research. It is a process where the
researcher collects all the raw data and combines it to remove an outcome of the research.
Without collecting this data, the research does not make sense. In this chapter the researcher will
do a classification, analysis and interpretation of data to reach the desired conclusion.

4.2 DATA PRESENTATION

 The researchers aim is to study the impact of social media and how it influences the
consumers while buying clothes online on basis of data collection.
 The researcher wants to find out consumers acceptance of online shopping and different
social media apps.
 The researcher aim is to explore how social media affects people’s behavior and
opinions.
 The researcher aim is to understand and measure the change in perception of the
consumers through the content and engagement on social media.
 The researcher’s objective is to explore the role of social media platforms in shaping consumer
preferences and behavior in online clothing shopping.
 The researcher’s objective is to determine potential risks and benefits associated with
social media.

4.3DATA ANALYSIS AND INTERPRETATION

Meaning of Analysis

Analysis is the most important part of the research. Data collection by various techniques should
be given scientific representation. It means looking at things carefully to understand them better.
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It involves breaking down information, studying each part and finding connections to figure out
what it all means. People use analysis to make decisions, solve problems and find patterns in
different areas like science, business and research.

Meaning of Interpretation

Interpretation means explaining or understanding something in your own way. In this research,
interpretation means the researchers own understanding or opinion of the data collected
regarding the topic of the research.

4.4 TYPES OF ANALYSIS

A] Quantitative Analysis

B] Qualitative Analysis

A] QUANTITATIVE ANALYSIS

This data is converted into numerical form which can be presented in the form of tables, pie
charts, graphs, etc. by performing statistical operations.

B] QUALITATIVE ANALYSIS

This analysis is about understanding things by looking at their qualities like words, feelings or
descriptions instead of numbers. You can talk to the samples and listen to their stories to
understand their thoughts and emotions.

4.5 ROLE OF SOCIAL MEDIA

In the connected world of today, social media has many different functions. Basically, it's a way
for people to communicate with friends, family and even complete strangers from all over the
world. People can use social media to text, share photos and video, their ideas, experiences and
life moments. Relationships are strengthened, communication is strong and people can keep in
touch over geographic boundaries thanks to this feature.

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Social media has also changed the way brands and companies communicate with their
customers. It provides businesses with a significant marketing tool that helps them advertise their
goods and services, connect with new clients and create brand awareness. By means of strategic
engagement and targeted advertising, firms customize their messaging to appeal to particular
audience and establish meaningful interactions with their audience. In general, social media has
transformed how we communicate, consume material and do business in the digital age,
becoming an essential element of contemporary life.

In the context of the research topic, social media platforms play a significant role. They act as
influential channels through which consumers discover, explore and engage with clothing brands
and trends. Social media platforms like Instagram, Facebook and other platforms serve as virtual
marketplaces where users can browse through a wide array of clothing options, get style
inspiration from influencers and even make purchases directly. Social media platforms provide a
platform for clothing brands to showcase their products, connect with their targeted audience and
promote special offers or deals. Through engaging content such as photos, videos and sponsored
posts brands capture the attention of potential customers and influence their purchasing
decisions. Additionally, social media facilitates a option for sharing from where friends and
family can send recommendations and reviews, allowing consumers to share their experiences
with clothing purchases and seek advice from their social networks.

Considering everything, social media plays a major role in influencing how consumers behave
when they shop online for clothing. It is important to take into account while understanding the
dynamics of online clothing shopping because it affects how customers find new fashion trends,
interact with brands and ultimately make decisions about what to buy.

4.6 PERCEPTION OF SOCIAL MEDIA BY CONSUMERS

Consumer perceptions of social media are complex and vary from person to person depending on
usage habits, experiences and preferences. Social media is generally thought of as an effective
tool for sharing information, connecting with people and communicating. Social networking sites
like Facebook, Instagram and Twitter are used by many users as helpful tools for keeping up
with current affairs, fashions and events in addition to fostering social connections with loved
ones.

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The perception of social media by consumers regarding shopping for clothes online plays a significant
role in understanding how it influences their shopping behavior. Many consumers see social media
platforms like Instagram and Facebook as helpful tools for discovering new fashion trends, exploring
different clothing styles and finding inspiration for their wardrobe.

Also, consumers often trust recommendations and reviews from influencers and peers on social
media while making decisions buying clothes. They view social media as a valuable source of
information about clothing brands, product quality and customer experiences. Social media's
visual nature allows consumers to see how clothes look on real people, which can influence their
perception of the products and their likelihood of making a purchase.

However, not all consumers have a positive perception of social media in relation to online
clothes shopping. Some may feel overwhelmed by the abundance of content and advertisements,
while others may be concerned about privacy and the authenticity of reviews. Understanding
consumers' perceptions of social media is crucial for businesses to effectively leverage these
platforms to engage with their target audience and drive sales in the online apparel market.

4.7 DATA PRESENTATION

Q1. Do you prefer shopping online or offline (shopping in stores)?

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 Online
Offline
Both

ANALYSIS:

The researcher questioned the samples via google forms if they prefer online or offline shopping
and the demographics show that they prefer to compare both places. While some prefer only
online shopping.

Q2. Which social media platform do you spend time the most?

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ANALYSIS:

The researcher questioned the samples via google forms which social media platform they prefer
and according to the demographics more than 90% of the samples opt for Instagram.

Q3. Are you likely to make an impulsive purchase on social media platforms because of the
ads you see?

ANALYSIS:

The researcher questioned the samples via google forms if they make impulsive purchases online
after watching an ad and they voted with more than 50% of them sometimes make impulsive
purchases and 31% of them definitely buy things on a roll.

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Q4. What part of social media (eg. ads, reviews, influencers) have most impact on customers
mind while shopping?

Ads Reviews Influencers Other

52.6% 68.4% 57.9% 5.3%

ANALYSIS

The researcher questioned the samples via google forms what part of social media impacts them
the most as consumers and reviews are a big factor that makes an impact while shopping online
followed by influencers, ads, other. In the same order.

Q5. How does exposure to social media influence consumer decisions while shopping online?

It helps It influences It allows to It often leads No influence Other

discover purchasing compare to impulse made
new decisions by prices and purchases
products and providing reviews based on
brands recommendations easily trends or
from influencers promotions
or friends

68.4% 73.7% 36.8% 36.8% 0% 0%

ANALYSIS

The researcher questioned the samples via google forms that how does exposure to social media
influence consumers decision and most of the samples were influenced by recommendations by
family and friends, followed by discovering new products and brands, comparing prices, impulse
purchases in the same order.

Q6. Can exposure to different types of social media lead to impulsive behavior in consumers
in online shopping?

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ANALYSIS

The researcher questioned the samples via google forms if exposure to different types of social
media lead to impulsive behavior and the result can out as more than 85% samples voted yes that
different social media platforms can lead to impulsive buying.

Q7. How do you confirm the credibility and authenticity of products sold online in front of
traditional offline stores? (open ended)

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FEW ANSWERS:

 Reviews and Credibility of the store. (reviews have been answered by multiple people)
 Depends on the seller, website you're purchasing from, past customers experience,
customer service.
 Through customer reviews, ratings, and verified seller credentials.
 Offline stores definitely are more authentic but in terms of variety online shopping
comes handy.
 If there is UGC on the page. It means there are good reviews.
 By checking the reviews and comments on that specific product. But i would rather
shop offline than go through the headaches of the return policy and stuff.

ANALYSIS

The researcher questioned the samples via google forms that how do you confirm the credibility
and authenticity which was an open-ended question, the samples were allowed to answer them in
their own words. More than 90% of the responses received were related to the reviews. They
would trust the brand only reading their reviews.

Q8. Do social media advertising and endorsements help in building consumer trust and
confidence in shopping online?

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ANALYSIS

The researcher questioned the samples via google forms that do social media advertising and
endorsements help in building consumer trust and the responses were received as more than 70%
of the samples would gain confidence in the brand depending on how they have portrayed
themselves while 21% of the samples feel that advertisements and endorsements help in building
trust and confidence in the brand.

Q9. How has your online shopping experience been?

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ANALYSIS

The researcher questioned the samples via google forms regarding their experience with online
shopping and more than 75% of the samples were happy with their experiences while 21% of the
samples were happily satisfied with their experience.

Q10. How do different social media platforms affect consumer behavior during online
shopping? (open ended)

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FEW ANSWERS:

 Usually the ads and videos by some fashion influencer affects consumers behavior and
there is possibility that the consumers take impulsive decision.
 They show recommendations and then you keep seeing ads of the things you might
like to purchase based on your buy and search history.
 Overall, social media platforms play a significant role in shaping consumer behavior
during online shopping by providing targeted advertising, user-generated content,
influencer endorsements, and avenues for engagement and feedback.
 Mostly it's all about the goodwill of the brand.
 It may result in higher customer penetration cause of variety of platforms used to reach
the customers.
 You use IG for a dynamic audience, you use FB for sales/targeted growth. The
saturation of brands being advertised on SM is getting personally annoying. The
UX/payment gateways are also dicey at times.
 You get to see a variety of products which you may miss during offline shopping.
 They’re subconsciously pushing their products on us through social media marketing.
It’s manipulative but it works.

ANALYSIS

The researcher questioned the samples via google forms and above are some of the responses
received from the samples.

Q11. What strategies can a online business owner apply to use social media effectively and
influence the consumer positively in creating a brand image and purchasing decisions? (open
ended)

FEW ANSWERS:

 Ads, selling the products to influencer, creating transparency about the quality.
 Maybe by selling trending products or keeping the prices comparatively low In order to gain more
audience.
 Influencer marketing, memorable ads, using multiple platforms.

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  consistently engaging with customers, providing valuable content, leveraging influencer
partnerships, and utilizing targeted advertising to positively influence brand image and purchasing
decisions.
 Present your brand properly and run it like a business. In the end, it’s reaching out to the right
audience with consistent quality deliverables.
 By showing the advantages and disadvantages can the owner gain trust of people shopping online.
Because only showing the positive side makes people skeptical about their product.
 Understanding the brand and think of a proper positioning for it. And then following it with a little
mix of the current algorithms. This is for organic consumers.

ANALYSIS

The researcher questioned the samples via google forms above are some of the responses
received from the samples. It is mostly the believes they have regarding social media strategies
that online business should follow.

4.8 SUMMARY

In this chapter, the researcher analyzes data to understand how social media impacts consumers
shopping for clothes online. They explore how people perceive online shopping and social media
platforms, aiming to uncover trends and behaviors. Social media is seen as a vital tool for
communication and marketing, shaping consumer preferences and behaviors in online clothing
shopping. Understanding consumer perceptions of social media is crucial for businesses to
engage effectively with their audience and drive sales.

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CHAPTER 5 RESEARCH SUMMARY

5.1 CONCLUSION OF THE THESIS

As the research has come to the end, the researcher would like to point out all the findings and
points the researcher has discovered via research, surveys and interviews. With the help of all
these the researcher has come to the final conclusion.

 The researcher explored the ways social media impacts a consumer’s mind while
shopping online focusing in the region of Pune, Maharashtra.
 Platforms like Instagram, Facebook and a few other platforms were used for research.

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  For research purposes, the researcher has referred to a book called ‘Likeable Social
Media’ by Dave Kerpen with addition to a website knows as ‘Social Media Examiner’ to
learn about social media marketing strategies.
 For research purposes, the researcher has referred to previous research by Karnika Sahu
on the ‘Impact of social media on consumer behavior’, which provides insights into how
people use social media in their purchasing decisions.
 The researcher has interviewed and used survey methods to gain the conclusion of the
topic selected.
 The research is classified as applied research, aiming to address specific problems.
 The researcher has analyzed data to understand how social media impacts consumers
shopping habits while shopping online.

5.2 REMEDIES

Below are some suggestions from the researcher regarding the impact of social media on
consumers shopping for clothes online:

 Clothing brands should aim to be transparent and authentic in their social media
marketing efforts. This includes providing accurate product information, using genuine
customer testimonials and disclosing sponsored content.
 Brands can make stronger relationships with consumers by actively engaging with them
on social media platforms.
 Utilize data analytics and algorithms to provide personalized recommendations to
consumers based on their browsing history, preferences, and purchase behavior. This can
help enhance the relevance of product suggestions and increase customer satisfaction.
 Encourage customers to share their experiences and outfit photos on social media using
brand hashtags.
 This user-generated content not only serves as authentic social proof but also helps create
a sense of community among shoppers.
 Ensure maximum privacy measures are in place to safeguard consumer data collected
through social media interactions.

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  This includes obtaining explicit consent for data usage, implementing secure encryption
protocols and compiling to relevant data protection regulations.
 Informative and educational content on social media platforms to help consumers make
informed purchasing decisions.
 This can include style guides, size charts, fabric care instructions and tips for sustainable
fashion practices.
 Partner with relevant influencers and fashion bloggers to showcase products authentically
to their followers.
 Influencer collaborations can help reach a wider audience and build credibility through
trusted recommendations.
 Reward social media followers with exclusive discounts, promotions or early access to
new collections.
 This not only incentivizes engagement but also encourages repeat purchases and brand
loyalty.
 Regularly monitor social media trends, consumer feedback and industry developments to
adapt marketing strategies accordingly.
 Flexibility and aligning with consumers are key to staying relevant in the dynamic
landscape of social media marketing.
 Maintain ethical standards in social media marketing by avoiding deceptive tactics,
misleading advertisements or manipulative techniques.
 Building trust and credibility with consumers is essential for long-term brand success.

By implementing these remedies and suggestions, clothing brands can leverage the power of
social media to enhance the online shopping experience for consumers while creating trust,
engagement and loyalty.
5.3 RECOMMENDATIONS

Here are some recommendations the researcher can give regarding the impact of social media on
consumers shopping for clothes online:

 Educate customers
The brand should educate customers on good practices while shopping online and how to
mark the fake reviews and not fall for it.

 Promote Authenticity
Have enough transparency and authenticity in social media marketing by showcasing real-life
customers, genuine product experiences and honest reviews.

 Offer Customer Support

Establish responsive customer support channels on social media platforms to address consumer
inquiries, complaints and feedback in a timely manner.

 Create Engaging Content

If the first 5 seconds of reviewing the brands content does not attract the consumer it will be
difficult to attain them. Always create engaging and enjoyable content for the consumers.

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  Stay Updated on Trends

With the current status of social media, trends are always changing and updating. To always
be in the loop and be on the top of the chain brands need to be updated with the trends.

5.4 TOPICS FOR FURTHER RESEARCH

 Impact of Influencer Marketing on consumers behavior in online apparel shopping.

 Study of social media Trends and their Impact on online apparel shopping behavior.
 Effectiveness of social media advertising strategies in online apparel retail.

5.5 CONTRIBUTION TO THE THESIS

Based on the information provided by the researcher here are some potential contributions that
could be made from this thesis with the topic of " THE STUDY ON HOW SOCIAL MEDIA
IMPACTS CONSUMER BEHAVIOR IN ONLINE APPAREL SHOPPING”.
 The researcher has found some pointers for researchers in the future to refer to something
to make their thesis a little more convenient.
 This research studies various parts of social media and how it affects the consumers mind
while shopping online.
 The thesis may offer practical implications and recommendations for online apparel retailers,
marketers and policymakers based on the research findings.
 The research contributes to the academic literature by recognizing the gaps in existing
research, building upon previous studies and providing a comprehensive analysis of the
topic.

5.6 SUMMARY
This chapter is the complete review of the whole research. It gives a review from the
introduction of the topic to the review of literature to the research and sampling methods used for
the research till the conclusion.

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APPENDIX

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I, Reeza Patel, student of Journalism and Mass Communication am conducting research on the
topic ‘THE STUDY ON HOW SOCIAL MEDIA IMPACTS CONSUMER BEHAVIOR IN
ONLINE APPAREL SHOPPING’. Your opinion will represent the views of social media experts
and online shopaholics and will be of immense help for my research.

Your interview responses will strictly be used for educational purposes. Your information and
feedback will be taken into consideration and studied carefully.

QUESTIONS ASKED TO SOCIAL MEDIA MANAGERS (INTERVIEW):

The interview was given by Mrunal Surve a social media manager at Milestone
Communications, Pune.

Physical questions asked:

1. What social media marketing strategies are employed by fast fashion brands in India that
make you remember them?
 The brands make engaging content, collaborate with influencers, do many pop-up
events, flash sales, provide UGC and create interactive campaigns.

2. How effective are different social media platforms including Facebook, Instagram,
Twitter and YouTube in generating a return for them?
 Facebook is effective for targeted advertising and building brand awareness.
Instagram is great for visual storytelling and connecting with the younger audience.
Twitter is useful for real-time updated. YouTube is better for video content, tutorials
and product demonstrations enhancing brand credibility.

3. What is the impact of engaging and interactive content such as visual images, videos and
influencer collaborations for fast fashion brands?
 Visual images attract attention, videos provide more clarification and influencer
collaboration increases brand credibility and expands the brands reach.

4. How quick do you think a trend lasts in a fast fashion sector?

 Trends in the fast fashion industry typically last for a short period of time, like a few
weeks or if the trend is actually good then maybe a month before new trends start to
flood in.

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 5. Why do you think social media is a asset to these fast fashion brands and how does social
media help them grow?
 Social media is not an asset to fashion industry but it’s an asset to every industry as
that is one place where you can make your brand presence visible. But I think it is a
major asset to the fast fashion sector because it allows the brand to reach a wide
audience quickly and without spending a dime. It helps them grow by increasing
brand visibility, engaging with the customers directly and picking up quick spread of
trends and promotions.

6. How much do you trust a fast fashion brand like Littlebox or New me Asia? And have
you re-ordered after receiving your first order?
 Personally, I have never experienced a good relation with New me Asia but except
that any trusted online brand has always been good to me. I never order from a online
shop which has been non-active for more than a month so I have always saved myself
from falling for any scams.

BIBLIOGRAPHY

 Social Media Platforms: Platforms like Facebook, Instagram, Twitter, and LinkedIn

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  Business and Marketing Blogs
Link: http://www.socialmediaexaminer.com/

 Book: Likeable Social Media by Dave Kerpen

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