INSTITUTE OF GRADUATE STUDIES DEPARTMENT OF BUSINESS ADMINISTRATION

Abstract

Nowadays, social media has not only become a part of people's lives, but also the future of e-commerce. Social media has a very strong ability to influence people all over the world. Since it influences people, it means that it can easily influence consumers, so obviously, we can get a successful online business through it. The purpose of this study is to explain the effect of social media on e-commerce within the fashion industry to answer the research questions. The dataset on which the study was conducted consists of a sample of customers in Turkey and Morocco. The questionnaire was divided into three sections: social media, Brand Attitude, and purchase intention. 300 respondents were asked to answer the survey. As a result, we get that social media has a significant influence on brand attitude, a further brand attitude has a significant influence on purchase intention. However, the influence of brand attitude was less than social media.