Role of Digital and Social Media Platforms on Consumer Buying Behaviour: A Shift from Offline to Online Clothing Shopping

Abstract

Advancements in technology and increased awareness have created significant opportunities for consumers to buy goods and services online, and the scope for interactions between consumers and businesses through digital platforms such as email marketing, e-commerce websites, and social media (YouTube, Facebook, Instagram) has expanded. These platforms have helped consumers access information about products, prices, reviews, price comparisons, etc., reshaping their journey in the fashion industry and influencing their buying decisions. This research paper aims to find the impact of Digitalization and Social Media platforms on consumers’ online Clothing purchasing behaviour and their shift from online to offline purchases. This study also examines how digital platforms influence marketing strategies and customers' interactions with social media platforms. Results of the study showed that the use of effective digital and social media marketing strategies can help companies understand consumer behaviour more effectively and make better buying decisions; on the other hand, it will increase sales and profitability for businesses. The study analyses consumers' online clothing shopping behaviour influenced by social media platforms like YouTube and Instagram, highlighting factors behind the shift from offline to online purchasing.