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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 7

Published on: July 2026

IMPACT OF SOCIAL MEDIA ON ONLINE SHOPPING BEHAVIOUR FOR APPAREL PRODUCTS AMONG YOUTHS

Srijal Singhai

Prof. Shree Bhagwat

Department of Business Management, Dr. HariSingh Gour University,

Sagar - 470003, Madhya Pradesh, India.
DOI:https://doi.org/10.55041/ijcope.v2i7.063

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Abstract

Social media platforms have transformed apparel retail by integrating product discovery, persuasion, and purchase facilitation within unified commercial ecosystems. This study investigates how social media influences online shopping behaviour for apparel products among youth consumers, examining three key dimensions: platform usage patterns, influencer marketing effects, and social interaction mechanisms. A quantitative cross-sectional survey was conducted among 178 youth participants (aged 16-30) from Damoh and Sagar districts using stratified purposive sampling. Notably, perceptual measures of social media experiences showed consistently stronger correlations with purchase intention than raw behavioural frequency measures, indicating that quality of exposure and perceived credibility matter more than mere time spent on platforms. The findings support an integrated pathway where exposure quality, influencer credibility, and social proof jointly influence youth apparel purchasing decisions. For marketers, this suggests prioritizing contextually relevant content exposure, partnering with credible influencers, and designing campaigns that encourage meaningful social sharing rather than focusing solely on reach metrics. Univariate normality in data suggests need for robust estimation methods in future structural equation modelling. Social media's impact on youth apparel shopping is not simply about platform usage frequency, but rather the interaction of exposure quality, credible influencer endorsement, and meaningful social validation. This multi-dimensional framework provides both theoretical insights for social commerce research and practical guidance for apparel marketers targeting digitally native youth consumers.

Keywords: Social-Media, Online Shopping, Consumer Behaviour, Youths, Influencers.

How to Cite this Paper

Singhai, S. (2026). Impact of Social Media on Online Shopping Behaviour for Apparel Products among Youths. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(7). https://doi.org/10.55041/ijcope.v2i7.063

Singhai, Srijal. "Impact of Social Media on Online Shopping Behaviour for Apparel Products among Youths." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 7, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i7.063.

Singhai, Srijal. "Impact of Social Media on Online Shopping Behaviour for Apparel Products among Youths." International Journal of Creative and Open Research in Engineering and Management 02, no. 7 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i7.063.

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  • •Published on: Jul 08 2026
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