DIGITAL MARKETING INNOVATION IN THE APPAREL INDUSTRY: THE ROLE OF AI AND SOCIAL MEDIA IN SHAPING BRAND RELATIONSHIP AND ONLINE BUYING BEHAVIOUR

Abstract

The rapid advancement of digital technologies has transformed marketing practices in the apparel industry, particularly in online retail environments. This study examines the impact of AI-driven marketing and social media marketing on brand relationship and online buying behaviour. The research is based on primary data collected from 94 online apparel consumers in Chennai using a structured questionnaire measured on a five-point Likert scale. A descriptive and analytical research design was adopted, and the data were analysed using SPSS software. Statistical tools such as reliability analysis, correlation, and regression were employed to test the relationships among the variables.The findings reveal that both AI-driven marketing and social media marketing significantly influence brand relationship. Social media marketing was found to have a comparatively stronger impact on strengthening emotional connections with consumers. Furthermore, brand relationship significantly affects online buying behaviour, indicating that trust, attachment, and commitment toward apparel brands play a crucial role in shaping purchase decisions. The study highlights the importance of integrating AI-based personalization strategies with effective social media engagement to enhance brand relationships and improve online sales performance. The findings offer valuable implications for digital marketers and apparel retailers operating in competitive online markets.