Exploring the fusion of virtual fitting rooms and social media: a study on consumer behaviour and purchase intentions

Purpose In the evolving digital landscape, customers connect with the diversified digital marketing platforms, posing both obstacles and opportunities to consumers. In response to the changing landscape of social media and technical advances within the fashion business, the study aims to investigate the role of virtual fitting rooms in influencing consumer behaviour and purchase intentions through social media, with respect to fashion products. Design/methodology/approach The study used a combination of primary and secondary data, relying on secondary sources to identify research gaps and construct the conceptual framework and a survey-based approach enabled the collection of 352 responses from metropolitan cities of India like Bangalore, Chennai, Kolkata and New Delhi using snowball sampling for studying research variables. The hypothetical relationships were tested using various statistical techniques such as multiple regression analysis, measurement model assessment using confirmatory factor analysis and structural equation modeling (SEM). Findings The present study connects the dots between social media, virtual fitting rooms, engagement characteristics, buying intentions and consumer purchasing behaviour by manifesting a positive association with engagement metrics that correspond to the current user-behaviour pattern. As per results, virtual fitting rooms are significantly associated with effectiveness of social media. Moreover, social media as a mediator significantly amplifies the impact of virtual fitting rooms on the intents and behaviour of consumers while making purchases. Originality/value Research spotlights the novel findings (i.e. interactive, visual, personalized shopping moments and social capabilities features) of social media in enhancing the interaction with virtual fitting rooms, which shapes the fashion purchasing decisions.