Afroza Rahman, Nusrat Hossain Zerin, Md. Liaqut Hossain, Abhi Mishra Das
Abstract: A fashion product has to compete with a very challenging market, as the competitors of this sector increasing theatrically. As a consequence, some of the fashion houses in Bangladesh such as Aarong, Bishwarong have been successful to create a brand value by both physical store and social media. Now days, Social Media has been gaining popularity worldwide at a progressive growing rate. Motivated by this fact, fashion houses adopt different approaches of promoting their fashion products and services to consumers in order to exploit on the prominence of such websites. The aim of this research is to elucidate how specific features of social media websites foster user intention to browse fashion products. Utilitarian and Hedonic motivation theory provides the theoretical background on which isolated factors that contribute to product browsing on social media websites. Fuzzy analysis is preferred to prioritize the factors which have significant impacts on promotional activities through social media.
Keywords: Social media, Promotional activities, Utilitarian motivation, Hedonic motivation, Fuzzy