FASHION IN THE DIGITAL AGE: SOCIAL MEDIA MARKETING’S INFLUENCE ON THE APPAREL MARKET

Consumer behavior has changed across many sectors as a result ofthe fast development of digital technology, including the fashion industry. For fashion brands to market their goods, interact with customers, and affect purchasing behavior, social media platforms have emerged as potent tools. This research is to investigate how social media advertising affects the apparel marketplace with a specific emphasis on customer participation, alternatives, and shopping for conduct. The study utilizes quantitative analysis to evaluate the have an effect on of social media systems like as Instagram, Facebook, and YouTube on fashion tendencies and sales. The sample of 250 respondents is drawn from Bhilai, Durg, and Raipur. Results show that social media marketing has a significant impact on consumer decisions, especially for younger audiences that interact with fashion information on digital platforms more often. For fashion brands hoping to use social media as a major marketing tool in the digital era, the findings provide insightful information.