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.
