The Power of Social Media on Online Buying Behaviour of the Fashion Products: A Quantitative ABCD Analysis

Purpose: The primary objective of this research is to evaluate the ABCD analysis framework for its appropriateness in examining the influence of social media on the online purchasing behaviour of fashion products. The study also intends to employ factor analysis and elementary analysis to obtain additional insights into the subject matter. Design: The research methodology adopted in this study involves a systematic literature review broadly divided into two categories. (a) Review of literature on the effects of social media on online buying behaviour of fashion products; and (b) Review of literature on ABCD Listing, which was conducted by searching for relevant keywords related to factors and elementary analysis under the ABCD framework. Additionally, the study uses a quantitative approach based on focus group methods, where weights are assigned to the identified factors and elements for further analysis. Findings: The study finds that the ABCD technique provides a comprehensive and structured approach to analysing business models and concepts, allowing for a more complete and integrated understanding of their advantages, benefits, constraints, and disadvantages. The study presents an ABCD analysis of online buying behaviour for fashion products with social media influence. The most significant factor is the Advantages, which highlight unique features or competitive advantages as critical aspects attracting customers to shop online for fashion products. Originality value: This study focuses on the online purchasing behaviour of fashion products, utilizing the ABCD analysis framework. While many ABCD analyses have been conducted in the realm of online shopping, this paper offers new avenues for research by examining the impact of social media influence and identifying the key constituent elements and their significance in online buying behaviour. Overall, this research provides valuable insights into the role of social media in shaping customer behaviour and the importance of considering its influence when analysing online buying models. Paper Type: Empirical Pape