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The study utilised a descriptive quantitative research methodology, with data collection being done through a self-administered questionnaire. The population of this study consists of individuals who regularly use social media in the Western province. A sample of 200 consumers was selected to represent the community.
Correlation and regression analysis were employed to examine the theories, as the study aims to understand the impact of each independent variable on the chosen dependent variable. The findings of this study revealed that the utilisation of social media for advertising purposes has a favourable impact on consumer purchasing behaviour within the apparel industry. There are four variables that are not dependent on each other. Three factors have been found to have a significant impact on buyer behaviour: type of content, frequency of usage and platform used. There is no statistically significant effect of the fourth variable, engagement rate. The study also has significant implications for the apparel industry.
