Influence of Social Advertising and Individual Factor on Buying Behavior towards Fashion Clothing Brands in Nepal

Abstract

This research examines how social media advertising and some demographic factors affect consumer behavior around fashion buying in Nepal. Digital marketing and social media advertising have changed how social media and advertising converge. Brands and companies target personalized advertising/content that is tailored to specific audiences to change buying behaviors. Using TAM and DOI frameworks in advertising, this research focuses on the attributes of informativeness and entertainment, as well as various personality traits that affect how and why consumers buy products, including the personality traits of agreeableness and openness.The research was conducted with a sample of 400 respondents using purposive sampling technique. The primary data was collected through well-structured questionnaire. The findings reveal that social advertising's informativeness and entertainment value significantly positively affect buying behavior, suggesting that the personality traits of openness and agreeableness make consumers more easily influenced to buy. This research shows that fashion advertisers must understand consumers as primary users, and must advertise heavily to emotional and social aspects of their advertising. This research recommends investigating digital vs. traditional advertising in Nepal’s fashion industry, and consumer behavior and psychological factors of trust and brand loyalty in the context of fashion marketing