Abstract: In the past few decades firms, brands and SMEs have undergone different changes which all caused by the emergence of social media and rapid development in digital technologies. These developments have been introducing new ways of marketing which could be executed online on any digital or social media platform to increase brand awareness or attract more customers in all sectors. However, digital marketing methods varies and it is crucial for SMEs or new emerging fashion brands to adopt these essential digital marketing methods to penetrate the market, sustain and grow their business. The purpose of this research was to find out about the impact of Instagram on consumers purchase intention for market penetration of new emerging fashion brands. This paper examines whether brand awareness, fashion innovation, and physical attractiveness might explain the impact of Instagram on consumer purchase intention towards new emerging fashion brands. The theory of planned behaviour was used to develop a conceptual framework for this study and measure how each variable impacts the outcome of the model. The quantitative method was used for this investigation and the results indicated that fashion innovativeness and physical attractiveness both positively impact the consumer purchase intention towards new emerging fashion brands on Instagram. the results also showed that brand awareness has no significant impact on consumer purchase intention toward new emerging brands on Instagram which that might be due to sampling error. Moreover, the findings of this study provide managers of fashion brands, brand owners and entrepreneurs with insight into the influence of brand awareness, fashion innovativeness and physical attractiveness on market penetration through Instagram. Furthermore, this study provides valuable information about various factors such as brand awareness, fashion innovativeness and physical attractiveness. The findings also showed that which attributes consumers cared the most about as they responded to the survey of the study and indicated their level of agreement and disagreement with each item.
Keywords: SMEs, Brand Awareness, Social Media Marketing, Instagram Marketing, Market Penetration, Emerging Brands.
Title: THE IMPACT OF INSTAGRAM ON CONSUMER PURCHASE INTENTION FOR MARKET PENETRATION OF NEW EMERGING FASHION BRANDS
Author: Amirata Ashkiani, Valliappan Raju
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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