International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Influence of Social Media on Consumer Brand Perception and Behavioral Intentions: A Study of Local and Global Fashion Brands in Delhi

Author(s) Shreya Saini, Dr. Vivek Kumar Singh
Country India
Abstract In today’s digital marketplace, social media has transformed how consumers perceive, evaluate, and interact with fashion brands. This study investigates the influence of social media communication, influencer content, and user-generated posts on consumer brand perception and behavioral intentions, with a comparative focus on local and global fashion brands in Delhi. A quantitative research design was employed, using survey data from 260 social-media-active fashion consumers analyzed through SPSS and SmartPLS. The findings reveal that social media communication significantly shapes brand perception, while influencer credibility and user-generated content enhance authenticity and trust. Brand perception emerged as a crucial mediating variable linking online engagement with behavioral intentions such as purchase and advocacy. Additionally, notable differences were observed between local and global brands, where local brands gained strength through cultural resonance and personalization, and global brands through aspirational imagery and consistency. The study concludes that social media operates as a strategic ecosystem for managing brand image, consumer attitudes, and loyalty in the contemporary fashion industry.
Keywords Social Media, Brand Perception, Behavioral Intention, Influencer Marketing, User-Generated Content, Consumer Trust, Local and Global Fashion Brands, Digital Engagement, Brand Loyalty, Delhi Fashion Industry.
Published In Volume 7, Issue 1, January-February 2025
Published On 2025-01-07
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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