Browsing by Author "ARAFA BETGERI"

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    The Impact of Social Media on Consumer Behaviour in the Fashion Industry: A Study in Salcete Taluka
    (ASST. PROF. DALE DA CRUZ, 2026) ZAHEER KHAN; ALIZMA BARRETO; AMROY SELWYN GOMES; ARAFA BETGERI; ASHLY REBELLO
    This study examines how social media affects consumer purchasing decisions in the fashion industry in the Salcete Taluka of Goa. The promotion and consumption of fashion trends have been changed by social media sites like Instagram, Snapchat, Pinterest, and so on. The study uses a descriptive design and is based on primary data that was gathered from 206 respondents using convenience sampling and structured questionnaires. The data was analysed using frequencies, percentages, and the weighted mean method. The results show that most consumers follow fashion brands and influencers on social media and utilize social media on a daily basis. Purchase decisions are heavily influenced by fashion trends, influencers, and customer reviews; sponsored advertisements have a slightly smaller effect. The study also shows that consumers frequently examine products online before making purchases and place greater trust in peer evaluations than in company advertisements. Even though social media exposure influences impulsive purchases, many consumers still prefer to buy from reputable e-commerce sites. The findings show that social media is a vital marketing tool in the contemporary fashion business since it shapes fashion consciousness, purchase intentions, satisfaction levels, and future purchasing behaviour.