( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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Vol -  11, Issue- 6 ,         Page(s) : 285 - 302  (2020 ) DOI : https://doi.org/10.32804/IRJMSH


Today in this 21st century people do not find time to come & interact with each other. Social media bridges the gap and helps in connecting themselves with social networking sites through which now people can stay far and yet remain connected. Not only this social media connects people but also but also has large advertising opportunities and here it is where social media marketing comes into play. Fashion industry is one of the businesses where frequent changes occur and social media is the most convenient and cheapest means to communicate with the target consumers. In the first phase of the study it is analysed analyse the respondents about their awareness in the social media marketing and how fashion brands and online fashion sites use platforms like Facebook, Instagram to promote their products. And the purchase intention of the consumers that how are they influenced by these social media marketing In the second phase we would analyse the secondary data on how social media impacts advertising of the online fashion industry and the factors that influence the online fashion industry and the reason why people are now a days more engaged in online shopping.

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