MODELLING CONSUMER PLATFORM CHOICE IN DIGITAL APPAREL SHOPPING USING MULTINOMIAL REGRESSION
DOI:
https://doi.org/10.62737/r3m3mr51Keywords:
Social Media Marketing, Platform Preference, Branded ApparelAbstract
The study explores how different features of social media marketing influence consumers’ choice of platform when shopping for branded apparel online. Using data collected from 127 respondents in Gujarat, the research applies multinomial logistic regression to analyse the impact of various factors such as discounts, exclusive finds, brand updates, easy returns, timely delivery, trying new products, trusted reviews, price comparison, and user ratings. The results reveal that five factors—discounts, brand updates, easy returns, trying new products, and price comparison—significantly affect platform preference. Among the platforms studied, Instagram emerged as the most preferred and predictable choice for online shopping. The findings provide useful insights for marketers and content creators aiming to build stronger digital strategies.
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