Fashion consumer purchase decision and influence of social media marketing: An empirical inquiry in the Kingdom of Bahrain

Social media platforms have a lot of opportunities that can take fashion brands to the next level by using different social media features to market their products and services. With the new technologies available nowadays, the use of social media platforms increased all around the world; people are aware of using social media platforms to read the news, play games, be in touch with family and friends, buy products and more. This research will investigate the effectiveness of social media marketing and how it affects fashion consumers’ purchase decisions with the newly developed technologies in the social media platforms and explore most social media platforms used in the Kingdom of Bahrain, as well as investigate the role of social media influencers and how they affect the consumers purchase decisions with their marketing skills. This research consists of both primary and secondary data; primary data come from a questionnaire conducted with fashion consumers of Bahrain, interviews with social media influencers and a site visit to clarify most of the points regarding the influence of social media marketing on fashion consumers.