The Influence of Body Image Representation in...

The Influence of Body Image Representation in Fashion Marketing on Consumer Behavior

Author Name : Dr Sumita Joshi, Ms. Ria Sawant

DOI: https://doi.org/10.56025/IJARESM.2024.1212242724

ABSTRACT The representation of beauty standards on social media significantly shapes societal views on body image and true beauty. Consumers appreciate brands that represent authentic and relevant images because these visuals reflect their own experiences and realities. This association creates a powerful emotional bond between fashion brands and their audience, enhancing consumer satisfaction and empowering brands in building enduring relationships. This research attempts to explore the complex relationship between fashion marketing and body image by examining its impact on consumer behavior. The research utilizes a survey method, employing convenience sampling techniques to collect primary data through an online questionnaire from respondents in Pune City. This study aims to comprehend brand-consumer relationships and consumer behavior within the realm of fashion marketing.