The paper examined the relationship between social media and purchase intention and the mediation role of brand equity … within Ghana’s fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 … fashion customers. Statistical Package for Social Sciences (SPSS) and the structural equation modelling (SEM) technique were …

Social media advertising has become the cornerstone of the most effective fashion brands’ marketing strategy in recent … years. Since the boom of social media, most fashion retailers have started to recognize the benefits of creating value for … consumer buying behaviour towards fast fashion. Along with the study, it examines the consumer buying behaviour aligned with …

using social media marketing among fashion brands during the period of COVID-19 pandemic. This research primarily fixated on … individuals aged twenty-five to thirty-four years of age are more inclined to buy fashion-related products during this pandemic … help fashion companies more specifically forecast the purchasing habits of their customers and control their investments …