Benefits of Higher Education on Social Media Marketing Activities Alike Different Marketing Promotional Tools on Purchase Intention among Consumers in Organized Apparel Sector

Abstract

Social media marketing activities (SMMA) are found in highly educated consumers regarding purchase intention (PI) of apparel like other marketing promotional tools (MPTs). This study investigates empirical research based on PI among consumers through seven MPTs and SMMA especially Facebook (FB) in the organized apparel sector of easter India. A total of 599 respondents are selected for this study. The application of different statistical methods shows better performance on the influence of a few MPTs as well as FB on PI for apparel. The results of MANOVA and post hoc test indicate that demographic variables viz. higher education as graduation and post-graduation are predicted in more beneficial on FB alike other MPTs viz. sales promotion, loyalty, advertisement, visual merchandizing, direct monetary incentive, trained sales force, store Point-of-Purchase, and packaging, respectively. In conclusion, eight MPTs can be substituted by SMMA, like FB, on the PI related to consumers of eastern India when buying apparel. Higher education in consumers is found more beneficial for online and offline marketing through product reviews and information, advertisements, auctions, discounts, easy payment, etc. in FB for apparel. Studying with other media for SMMA related to apparel marketing is suggested.