V3I2P36

Consumer Buying Behavior Influenced by Social Media Marketing: Ajio

Dr. Shekappa Makkalageri¹, Ankrish N M²*

Abstract

The rapid expansion of social media platforms has significantly transformed marketing strategies in the online retail industry, particularly in the fashion e-commerce sector. Brands increasingly rely on digital advertisements, influencer endorsements, promotional campaigns, and user-generated reviews to influence consumer purchase decisions. AJIO, one of India’s  leading online fashion platforms, actively utilizes social media marketing to enhance brand engagement and stimulate purchase intention. This study examines the impact of social media marketing on consumer buying behavior with specific reference to AJIO.

The research adopts a quantitative, descriptive research design. Primary data were collected from 60 respondents using a structured questionnaire through convenience sampling. Statistical tools such as percentage analysis were applied to evaluate consumer awareness, influencer impact, trust formation, promotional influence, and purchase intention. The findings indicate that social media marketing significantly contributes to brand awareness and positively influences consumer purchase intention. However, buying decisions are not solely determined by social media exposure, as consumers also consider product quality, pricing, and peer reviews.

The study concludes that social media marketing functions as a strong supporting factor in shaping consumer perception and purchase intention toward AJIO. The research provides practical implications for digital marketers and contributes to the growing body of literature on social media-driven consumer behavior in the online fashion retail industry.

Keywords:

Social Media Marketing; Consumer Buying Behavior; Fashion E-commerce; Purchase Intention; Digital Advertising