Exploring Key Factors Influencing Fashion Preferences and the Role of Social Media Advertising in the City of Koronadal, South Cotabato, Philippines

This study investigates the interplay between social media advertising and consumer fashion preferences in the City of Koronadal, South Cotabato, Philippines. The socio-economic profiles of respondents revealed a dominant presence of females aged 26 to 50 with low-income (but not poor) levels. The primary platforms for fashion-related ads were Facebook, Instagram, and YouTube. Correlation analysis demonstrated a significant yet moderate relationship between social media ads and consumer preferences, indicating the impact of digital advertising on shaping preferences. Regression analysis revealed "seller created information" and "electronic word of mouth" as substantial influencers, contributing positively to predicted preference levels. Minor effects were observed for "information acquisition," "perceived quality," and "perceived risk," which lacked statistical significance. These findings highlight the intricate dynamics of digital marketing in the fashion industry and offer insights for businesses seeking to optimize strategies for consumer engagement and preference alignment. This research contributes to understanding the evolving landscape of consumer behavior in the digital era and underscores the importance of tailored advertising tactics in influencing fashion preferences.