Digital Influence and Purchase Decisions: Examining Social Media’s Effect on Apparel Consumers in Himachal Pradesh

Abstract

This research investigates the influence of social media on garment purchasing decisions among consumers in Himachal Pradesh. Utilizing survey data (n = 462), we examine the influence of social media engagement and marketing stimuli (influencers, ad interactions, reviews/ratings, and promotions) on the perceived significance of social media in garment purchasing decisions. We employ descriptive statistics, reliability testing, correlation analysis, and multiple regression. The results show that social media-related indicators significantly contribute to the differences in consumers' choice importance scores. Reviews/ratings, promotional sensitivity, and ad influence are all important factors. Social media has become the main way for people to get information and be persuaded to buy clothes, especially for clothes that are visually appealing and sensitive to trends. This research investigates the influence of social media on consumer purchasing decisions about clothes in Himachal Pradesh. Using a structured survey dataset (n = 462), we model the perceived significance of social media in apparel purchasing decisions as influenced by factors such as influencer following, ad-click behavior, brand discovery, satisfaction with social-media-influenced purchases, and associated evaluative indicators (reviews/ratings, discounts, promotional relevance). Ordinary least squares regression with demographic controls shows that social media decision influence is strongly linked to (i) perceived influence of social media/online ads, (ii) the belief that social media makes it easier to find brands, and (iii) being happy with purchases that were influenced by social media. This explains almost half of the difference in decision influence (R² = 0.493). The findings present region-specific evidence from a Himalayan state context and furnish practical recommendations for apparel manufacturers aiming to formulate social media strategies focused on trust and discovery.