Impact of Digital Advertising on Consumer Buying Behavior for Apparel Products: Evidence from Tamil Nadu

The exponential growth of digital technologies has significantly altered the retail landscape of the Indian apparel industry, with Tamil Nadu becoming a major link between the arena of production and consumption.  This research studies the role of digital advertisement in the buying decision of consumers in the apparel industry with a specific focus on the heterogeneous demographic milieu of Tamil Nadu. By combining the Attention-Interest-Desire-Action (AIDA) model and the Technology Acceptance Model (TAM), the research examines how various types of digital advertising from social media marketing to augmented reality impact the psychological decision-making process of consumers.  Preliminary findings show that due to high literacy rates and penetration of mobile, some districts like Chennai, Coimbatore and Madurai have developed a discriminating consumer base, exhibiting both brand orientation and local affinity.