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 …

marketers, especially those in women's fashion industry in Malaysia, in creating eff ective advertising campaign to promote …This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal …, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected …