THE INFLUENCE OF SOCIAL MEDIA ADVERTISING ON BRAND LOYALTY AMONG CONSUMERS IN THE FASHION INDUSTRY IN KOFORIDUA

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.