The Influence of Social Media Marketing in The Fashion Industry in Bangladesh

Abstract

This study explains how the Bangladeshi fashion industry is affected by social media in a unique way. The results showed that there were two notable demographic segments behaving very differently: People between the ages of 19 and 26 are on social media for 5-7 hours a day and tend to buy often, while older professionals between 29 and 35 use platforms less often, around 2-4 hours a day, and make purchases about once a month. It was found that five major themes help shape how consumers think: entertainment, interacting, being trendy, personalizing products, and electronic ways people talk about products. It was observed that consumers consult brands to find out product details and use social media personalities to judge quality. The results showed that every group relied on three simple strategies in their marketing: Showing how products could be used in many ways, explaining the handmade aspects of the designs, and bringing attention to the role of local crafts. The results showed that products that resonate with local traditions fared best, thanks to the expertise of Bangladeshi influencers about the local environment. The quality of the product was most important in making customers loyal, no matter how closely they worked with brands. The research results offer insight into how social media marketing can influence how people shop through the influence of brand equity and different demographics, specifically for fashion brands growing in Bangladesh’s digital ecosystem.