marketers, especially those in women's fashion industry in Malaysia, in creating eff ective advertising campaign to promote …, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected … is also invaluable because of its main consideration, which was women's fashion products. …

Social media advertising has become the cornerstone of the most effective fashion brands’ marketing strategy in recent … variable, advertising expenditure. The present study provides valuable implications for the fast fashion industry, providing … years. Since the boom of social media, most fashion retailers have started to recognize the benefits of creating value for …

This study examines the influence of social advertising on the buying behaviour of Malaysian consumers along with the … the shoppers at various shopping malls of fashion clothing brands at Kuala Lumpur and State Johor in Malaysia. The … that social advertising, informativeness, entertainment, credibility, ease of use, contents, and gender have positive …

buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication …/implications - The study shows what shapes the marketing communication strategies of the rising fashion industry but is limited to the … millennial buying decisions and not the larger fashion industry consumers. Practical implications - The needs for fashion …

advertising. The method used is descriptive that try to describe the phenomenon of products interaction to women on online … advertisement. The results of this research show that for speaking to women, online commercial advertising sells the social value …This research discusses the phenomenon of the product of consumer goods to communicate with women online commercial …

and extant literature, we also offer areas for further SSS-based advertising research, particularly regarding issues of …