Impact of Social Media Advertising on Consumer Buying Behaviour: With Special Reference to Fast Fashion Industry

Recently, social media advertising has become a key component of the most successful fashion brands' marketing strategies. With rise media, majority retailers have started to identify opportunities using networks attract new customers. The purpose this study is explore impact on consumer buying behavior towards fast fashion. Along with study, it measures overall decision making process in line industry. This adopts descriptive quantitative research design and data was collected through self-administrated questionnaire. population taken from active users Western province sample 300 consumers selected convenience sampling method. hypotheses were tested Correlation Regression analysis since measure each independent variable chosen dependent variable. present revealed that positive influence Three variables out four, namely entertainment, familiarity, imaging, significant behavior, while remaining variable, expenditure, no statistically influence. Also provides valuable implications for industry, allowing marketers use findings their consumers' real digital environment make decisions accordingly.