Impact Of Social Media Advertisements On Consumer Buying Behaviour In Australian Fashion Industry

Changes in Communication and Globalization

Discuss about the Impact Of Social Media Advertisement On Purchasing Behavior Of Consumers: A Case Study Of The Fashion Industry In Australia.

The appearance of web is the most astonishing development in the history of trade and commerce. With the evolution of social media, this revolution in digitalisation had affected the traditional marketing systems in the marketplace situated worldwide. The era of social marketing and advertising has changed the meaning of relationship between stakeholders and the marketers by shifting the powers in the hands of consumers (McCarthy, n.d.). According to Ertemel and Ammoura (2016), democracy is allowed in social media marketing as consumers can come in contact with each other by exchanging information about the product especially at the time of making purchases. Moreover, advertisements educate consumers about new products for which they may or may not desire. Making choice between more products is liked by consumers as they can make comparative study through social media networking sites. Hence, an impact is created on consumer buying behaviour and with regards to fashion industry in Australia; the online buying trend has been seen increasing day by day. According to a recent survey, the online spending in fashion products is 15.7% of the total online market where fashion market takes the third position after groceries and home wares.  The researchers estimate a growth of 26% in the following years (Levashov, 2016). This shows the changing trend of customers where social media advertising plays a very significant role.

Acknowledging that online purchaser’s behaviour is a broader topic, to conclude with one objective at one time is necessary. Therefore, this research has focussed on making a detailed investigation on impacts of social media advertisements and decision making of consumers through it. The research objective behind making a literature review is to find out how the social media advertisements have impacted the decision process along with finding pitfalls of it that are faced by consumers themselves.  This research will analyse Australian fashion marketing via online advertisements to make this study applicable in practical world.

With regards to objectives, the research from consumer’s perspective will be considered as a suitable approach. The research will also provide assistance to the potential readers, organisations, in what way they can use social media advertisements for enhancing sales by influencing consumer’s decision making.

Social media and fashion industry: From past few decades, development in digital marketing and social networking has become an important tool used by retailers that have helped them to reach consumers in a developed way via online retailing. From developed sales and product enhancement, the initiation of internet and social networking has made online retailers move faster than before with the help of virtual transaction and ‘dot-com’ era.  Consumers on the other hand have started making more research on internet to compare and contrast similar products before making online purchasing. The influence of social media advertisements in social sites may not result in direct transactions but, creates an impression on consumers mind in regards to purchases. Even they look forward in social sites for upcoming brands and latest trends through advertisements. Approximately, 169,000 Australian teenagers were found making online purchasing using social media platform. Even small SME used social sites for business purposes and reported a positive effect including enhancement in sales. By getting good reviews from customers, the opportunity for making more advertisements grew that shows a positive sign for fashion retailers in Australia (Australian Communications and Media Authority, 2011).

Consumers Buying Behaviour

Consumers buying behaviour: consumers in general can be referred as individuals who consume products after purchasing them. Whereas buyers are the ones who can be individual or group of people who acts as a mediator between producer and consumer. Consumers possess a behavioural pattern during purchase process of goods or service in which they eagerly find cues of latest fashion for fulfilling their needs in setting their perceptions. Businesses who are incapable of reaching their consumers are the ones who suffer bottleneck in industry as the consumers without getting enough knowledge, will never buy their product. Transparency and accessibility of information’s has influenced the decision making process of consumers and therefore fashion industry needs to examine the hurdles and gaps between their consumers and latest prospects (K., 2017).

During the purchasing stage, factors that influences consumers are; purchase intensions and secondly the purchase decision. Other factors may include preferences for particular brand, utility of the product, purchasers buying capacity, etc. In the entire process, advertisements undoubtedly influence the consumers and the companies who promote advertisements in the form of blogs, web page, or in social sites have to anticipate the latest trend. The companies who have understood the power of advertising latest fashion in social networking sites have even turned unexpected purchaser making online purchases. After the consumption process, the next level comes to satisfaction or dissatisfaction in consumers from the purchased product. The wisdom of choice is evaluated in this process that makes them more confident whether to make further purchase or not. Whenever consumers experience discord towards the product or service, their choice becomes devaluated and hence the consumer starts making alternative searches and others opinions for future purchasing. This triggers the buying behaviour post purchasing in which consumer decides upon whether to use same brand or website for more purchases or not. Since there are lot of choices available, the consumers can choose new frequencies according to their experience. On the other hand, satisfied consumers will became comfortable in using specific brand product while making recommendations to other. These recommendations have shown greater influence over purchasers and many of new customers even depend on such comments and suggestions (MIZOBE, 2014).

Changes in communication and globalisation: Sociological perspectives are the key drivers who dictate consumers behaviour in which, consumption activities creates a communication process where consumers flaunt their statuses and roles. Most of the purchases made in fashion are made to create self identity. It can be said that internet and social sites are highly responsible for such change in attitude of consumers buying behaviour. Fashion industry in Australia has influenced online shopping where a recent survey showed that ratio of one in five online purchases are made in fashion products. Growth in upcoming years are expected to rise significantly as consumers over there feel more comfortable in making online purchase in foot wares, active wears, fashion accessories, beauty products, etc. Even the metropolitans are leading there way by rising 18.9% as compared to previous years (Australia Post, 2017). This shows the way social media advertisements have made changes in consumers buying behaviour in countries where youngsters are more influenced by it.

Social Networking

The methods in which consumers search for products  have also changed in which consumers compare the review made by other people rather than utilising their own knowledge. The accessibility of comparative study of different products through ample sources of information is offered online. While selecting any product, consumers surf’s local websites but can even opt for foreign countries websites for fast delivery or cheaper rates. Therefore purchasing foreign products also becomes easy. This shows that how people have developed their exposures in different reference groups which belong to people spread globally. Millions of people are united through web who shares their information in the form of forums, fan clubs, product reviews and recommendation. Whenever any advertisement is made and shared in social sites, it is assumed that the person who has shared the advertisement must have experienced positively out of it. And the chain continues to form among other group members. In social sites, several groups are created with reference to consumption of particular product category in which they discuss their experience and latest trend. These kinds of group are studied by fashion retailers and most of the products are launched by them according to it. Further they get supported through the reviews made in groups and the cycle continues (Mittica, 2012).

Social networking:  Fashion products can also be referred as luxury when the brand factors are given more attention. Unlike traditional method of selling and purchasing of branded products through shops and stores, people now demands more comparative and interactive marketing approach. Social Medias proves significant here as it has given scope for luxury and fashion brands to promote themselves in front of consumers through advertisement and promotions. With growing popularity of social networking sites like Facebook, Twitter, LinkedIn, etc., the power of consumers can be observed with the rise of fashion brands advertisements in them. Even the advertisers need to become very specific in their approach or else any bad remark can shut their brand (Gul et al., 2014). Fashion brands are entitled to educate their customers regarding latest trends rather than fixing upon specific fashion. By making changes in their product advertisements occasionally, the customers feel that the company deals in latest fashion and thus starts believing in them. On the other hand, if a branded company makes advertisement of particular product repeatedly, consumers get bored and start ignoring it. Also, the motive of fashion brands shall be to remain alive in customers view and for that they need to be more creative and innovative. After all, fashion brands advertisements are not made merely to enhance sales but to keep fashion brands dream alive. And thus, by getting more visibility in social media, communication between consumers and brand suppliers becomes easy (Lee, 2013).

Social Media Advertisements Through Mobile Phones

Social media advertisements through mobile phones: According to Irvine (2018), “Rapid technological developments are continuing to drive change in online retailing”. This statement was given by a news reporter while making a recent survey in Australian online marketing related to fashion product. According to the researcher, this trend is expected to rise in upcoming years as technological developments have changed the habits of consumers in regards to online purchasing of fashion products (Danlos, 2016). Smartphone have added competence in revolution along with making consumers more comfortable than before. They can surf social sites whenever they desire without thinking about surrounding and place via smart phones. Many applications are even loaded with advertisements in which option of making purchase is available. Mobile marketing are even more attracting which is the reason why many companies have implemented mobile marketing strategies in their marketing plans (Kaushik, 2016). 

Overview:  The study made on consumers buying behaviour through social media advertisement represents the craftsmanship, taste and tradition of Australian fashion brands which also demonstrates social status of the country. For consumers situated in all regions, responds to social media accounts and thus social sites becomes their primary source of information on fashion and luxury brands (Pütter, 2017). Advertisements made on Facebook shows more response than any other social sites as it allows sharing ideas through comments and likes which is also capable of making brand famous within no time. Fashion brand advertisements not only educates consumers about latest trends but also initiates the desire among them. But, consumers who have limited capacity to buy latest brands can face degradation from society’s point of view that can even affect their social activities. Ones who spend more money on latest fashions rule the society whereas others, out of peer pressure makes purchases above their purchasing capacity. Fashion products may seem necessity for someone while others nay treat it as luxury. However, the advertisements have influenced the society as a whole and have made people follow trend whether out of pressure or out of interest (Mousseaux, 2013).

The consumers harbour important distinctions between brands that make advertisements in social sites and the ones who interact with them while creating relationship with customers. Therefore it becomes essential for brands to maintain both the distinct features while making social media marketing to get response of customers in positive way.  Consumers seek honest and clear information before engaging in purchases or else they might feel discontented. Negative impact shows that due to few groups and people, larger portion of society can get influenced regarding any product or company.  A customer may like any product while other one might dislike it but the feeling of both matters a lot to the advertisers (Bond et al., 2010).

The above study has been made while keeping in mind the consumers perspectives towards online purchasing in fashion brands. In Australia this trend has been seen increasing day by day and thus further research on the topic needs to be made from seller’s point of view. If further research is made from advertiser’s point of view, it will bring a clear picture about impacts of social media advertisement as a whole. Further research on age factors also needs to be studied to find out the effects of social media marketing in different ages and in what age it influences the most.

Conclusion

The changes in consumers buying behaviour have been seen impacting the fashion companies where they have to change their policies according to the customers. The advertisers roles have not been limited to make advertisements only, but taking part in social interactions have also become necessary. The increasing demand for trustworthy data in fashion industry has made social networking tools very important as they are capable of instant interaction among consumers. Therefore it becomes essential for advertisers to maintain correct information in their content or else adverse affects are predictable. While this study have made a research on fashion industry in Australia, it can conclude by saying that Australian fashion market needs to take social media marketing more critically by expanding their business in other countries also. Presently, all fashion brands of Australia are not available in global online market, although it has great potentiality in it. According to the research it can be said that social media advertisements have great influence on purchasing behaviour of consumers and opportunity of it shall be utilised by fashion industrialists.

References

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