Abstract :

This research examines how live selling marketing strategies can boost sales for a fashion brand. Data was gathered through a questionnaire on the brand’s Instagram, and Smart PLS was used for statistical analysis to understand the relationships between different factors. The results show that live selling significantly enhances customer engagement, sales conversion rates, and brand loyalty. The study confirms the reliability of the research model and highlights key factors that contribute to successful live selling, along with the challenges faced. Practical recommendations are provided to help optimize live selling strategies in the fashion industry. While the findings are specific to the selected brand, they offer valuable insights for other fashion brands looking to implement similar strategies.

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Keywords :

Brand Loyalty, Consumer Behavior., customer engagement., Fashion Brand, Live selling, Smart PLS.

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