The Influence of Advertising on Consumer Buying Behavior: A Case Study of Amazon and Flipkart

Advertising has become a key part of the marketing strategies of the most successful fashion brands.With the rise of social media, most fashion retailers have begun to explore the possibilities of using social media networks to attract new customers.The purpose of this study is to investigate the impact of social media advertising on consumer purchasing behavior towards fast fashion.Along with the study, it measures the overall impact of social media advertising on the consumer decision-making process in line with the fast fashion industry.This study uses a descriptive quantitative research design and data was collected through a selfadministered questionnaire.The population of this study is taken from active social media users in Western Province and a sample of 300 consumers was selected using convenience sampling method.