Role of Social Media Advertising in Influencing Consumer Perception towards D2C Fashion Brands

Abstract: In past 20 years, the internet has altered the nature of shopping, facilitated the growth of e-commerce websites and led to a shift in consumer behavior toward online shopping. Social media has made global communication and expression of consumers’ opinions easier; consumers also use it to learn about desirable products with the best price options. Due to India's sharp increase in social media usage, social media advertisements have emerged as a new marketing medium. Since fashion has the most potential of any direct-to-consumer market, this study primarily focuses on this segment. This study helps to determine how social media advertisements affect consumers' perceptions. Businesses, marketers, and academicians would find the research findings useful in determining possible social media platforms for product promotion. Keywords: Social Media Advertising, Consumers’ Perception, D2C marketing, Fashion Brand