Abstract:
This study delves into the profound influence of social media advertising on brand loyalty
among consumers in the local fashion industry in Koforidua, Ghana. The research objectives were categorised into fivefold: to examine the social media platforms used by fashion businesses, to analyse the frequency of social media usage among consumers, to assess the
impact of social media advertising on consumer purchasing habits, to determine the variables
that affect how well social media advertisements affect consumer habits and to explore the
connection between social media advertising and brand loyalty in the fashion industry in
Koforidua. A mixed-methods approach was employed, combining surveys and correlation
analysis to gather and interpret data. The findings reveal that social media advertising has
become an indispensable tool for fashion businesses. Platforms such as Instagram and
YouTube have emerged as highly effective channels for engaging consumers, aligning with the
visual and dynamic nature of the fashion industry. However, not all platforms exhibit equal
effectiveness, with Twitter and Pinterest receiving mixed feedback. A standout discovery is the
exceptionally high positive correlation between social media advertising and consumer
purchasing behaviour. Effective advertising campaigns on social media platforms are directly
linked to increased consumer engagement and, consequently, purchasing decisions.
Furthermore, this study underscores the significant positive correlation between social media
advertising and brand loyalty. Fashion businesses in Koforidua can use social media
advertising not only to attract new customers but also to build lasting relationships, ensure
long-term success and to harness the power of social media to drive sales, foster brand loyalty,
and stay competitive in an ever-evolving digital landscape.
