Introduction

Fashion industry is a multibillion-dollar global enterprise devoted to the business of making and selling
clothes. Some observers distinguish between the fashion industry (which makes “high fashion”) and the
apparel industry (which makes ordinary clothes or “mass fashion”) Fashion is best defined simply as the
style or styles of clothing and accessories worn at any given time by groups of people. In 2018, It is
considered as a transformative time in the fashion retail industry. The shoppers desire to shop,
however, whenever they want no matter where they are, either in stores, online by any devices, voice
activation or click and collect. Within the retail industry, disruption of traditional business models has
given the way to transformative change which required online and offline better satisfies more
demanding consumers and redefining customer experience.

In the past 10 years, the rapid growth of the internet has changed the present of revolution in the
fashion retail industry. Many companies have been seeking for expandable, restructuring strategies, and
the conventional impact from massive production is gradually replaced through customer relationship.
Due to the effect of online shopping.The Filipino buying behavior is influenced by various factors such as
family, friends, relatives, and colleagues. Over the years, this buying behavior was already affected by
modern philosophy as influenced by Asians, Americans and Europeans, and the like.

The development of social networking website such as Face book, Instagram has created a new muse
among the Factionists. From the fashion blogs to the live streaming of catwalk shows, from the main
fashion weeks to the social shopping we get diversity of opinions on different places through face book,
twitter and other social networking websites. It has become a most important runway for the fashion
industry. The power and influence of Social Media on fashion industry is undeniable. In the twenty first
Century The presence of fashion designers on the social networking websites are of extreme
importance. The designer and brands who realize the true worth of social media are the ones who have
massive fan following

It is in this context the researcher wanted to determine the extent of social media marketing and
consumer behavior of fashion retail industry in Davao City. The researcher believe that this study
relevant particular to BSBA students for this will enrich knowledge and provide valuable data.

Research objectives
 This study aims to determine the social media marketing and consumer behavior of fashion retail
Industry in Davao city. Specifically it would find answers to the following questions

1. How to understand and influence consumer behavior?

Personal factor

Psychological factor

Social factor

2. How beneficial is social media creating brand awareness among customers?

3 effect of social media marketing On the revolution Of retail fashion industry?

4 identify the tools of social media which influence consumer desires and intentions to purchase?

Facebook

Twitter

Intragrams

Youtube

Website

5 is there significant relationship between social media marketing and consumer behavior of fashion
retail industry?

Research hypothesis

There is no significant relationship Between social media marketing and consumer behavior Of fashion
retail industry

RRL

Theoretical framework

According to M2PressWIRE (2011) Social Media has become the hottest trend in the fashion Industry
.The fame & uptake of the brands on the social networking sites is growing at a fast pace. In the past
year majority of the brands have doubled their following on the social .networking sites. According to
the latest research by digital research, one of the prominent and leading provider of digital market
research shows that the presence of fashion retailers on the social networking website has significantly
grown in comparison to any other fashion retail sectors.
Conceptual framework

Shown in figure 1 is the conceptual framework showing the variables of the study. The Dependent
variable is the consumer behavior with the following indicators. Personal factor, psychological factor and
Social factor. The independent variable is the social media marketing with the following indicators
facebook, instagram, Youtube and website

INDEPENDENT VARIABLE DEPENDENT VARIABLE

Social Media Marketing Consumer Behavior

Facebook Personal Factor

Instagram Psychological factor

YouTube Social factor

Website