SOCIAL MEDIA MARKETING AND PURCHASE INTENTION ON FANCY PRODUCTS

Abstract

This study looks into a niche area with little research: how social media marketing affects Fancy product purchase intentions. Businesses have been able to build trust, loyalty, and engagement with their customers through social media sites like Facebook, Instagram, and YouTube. The study discovered that social media marketing strategies like personalized content, partnerships with influencers, and interactive engagement have a big effect on how people buy Fancy-friendly products. The Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) are used to look at how attitudes, subjective norms, and how easy something is thought to be to use affect people's plans to buy. An analysis of real data shows that consumer engagement is a link between social media marketing strategies and plans to buy. People's willingness to buy luxury Fancy products is also affected by how much they trust brands. When social media marketing is done right, it can increase community and consumer value, which makes people more likely to buy. This study suggests that marketing that focuses on Trust and Engagement may work better when aimed at Fancy-oriented consumers. This study adds to the body of research on social media marketing and helps companies improve their marketing plans in a tough market.