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Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

1
Department of Management Studies, Indian Institute of Technology (Indian School of Mines), Jharkhand, Dhanbad 826004, India
2
Department of Retail Management, Calcutta University, Indian Institute of Social Welfare and Business Management, Kolkata 700073, India
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 602-617; https://doi.org/10.3390/jtaer16040036
Received: 15 September 2020 / Revised: 18 November 2020 / Accepted: 16 December 2020 / Published: 31 December 2020
In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM. View Full-Text
Keywords: social media; social media marketing; apparel industry; purchase intention; brand relationship social media; social media marketing; apparel industry; purchase intention; brand relationship
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MDPI and ACS Style

Sharma, S.; Singh, S.; Kujur, F.; Das, G. Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 602-617.

AMA Style

Sharma S, Singh S, Kujur F, Das G. Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):602-617.

Chicago/Turabian Style

Sharma, Sukanya; Singh, Saumya; Kujur, Fedric; Das, Gairik. 2021. "Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 602-617.

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