Unraveling the effect of Social Media Advertising on Consumer Buying Behaviour in the Fashion Industry: Insights from a Structural Equation Modeling Approach

The study aims to know the effect of social media advertising on the consumer buying behaviour in fashion industry. An empirical approach using structural equation modeling (SEM) was used to know the cause-and-effect relationships in the proposed model of the consumer buying behaviour and social media advertising. The exploratory & descriptive research design was used in this study. Preliminary pilot study was performed on the 49 samples. The Cronbach alpha, KMO and % of variance were used under the scale development and tools standardization process. The nonprobability snowball sampling technique was used in this study. The sample size of this study was 490.  The empirical results reveal that the corporate reputation of social media advertising, the attitude towards social media advertising, and the artificial intelligence-driven social media advertising had a substantial impact on the buying behaviour towards the fashion industry consumers in Uttar Pradesh.