Paper Key : IRJ************779
Author: Pooja Bhaskarbhai Patel,Umesh Rohidas Patil
Date Published: 13 Apr 2024
Abstract
This study investigates the impact of social media platforms on customer engagement within the fashion and apparel sector in selected cities of Gujarat. With the proliferation of social media, businesses, particularly in the fashion industry, have adopted various platforms to engage with customers. The research aims to understand the relationship between social media usage and customer engagement metrics such as brand loyalty, purchase intentions, and brand advocacy. Through a mixed-methods approach combining quantitative surveys and qualitative interviews, data will be gathered from consumers. The findings will contribute to a deeper understanding of how social media influences customer engagement strategies in the fashion and apparel sector, providing valuable insights for businesses seeking to optimize their online presence and interactions with customers.
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