Interviewee: Ithink advertising, like news, provides consumers with specific information about products. This information can help consumers choose products, services, brands and so on. Consumers can also use this information to buy what they think is the ideal product. R113 Interviewer: That's good answer. In your opinion, how do you think the social media can influence the consumer's awareness and the purchasing of goods? Intenriewee: i think social media will influence people's perception through advertising. As i said before, advertising can help consumers to know about products and help them to choose the products they want. Interviewer: What do you think the impacts of social media on customei's awareness and purchases? Intenriewee: About the positive impact, the first is about the promotion and publicity of the advantages of the product. People learn about the advantages of products through social media ads. But at the same time, if there is some bad information about the product, it will also affect the sales ofthe product. Interviewer: Can you give your opinion what are the positive and negative effects of social media on consumer satisfaction? Interviewee: in my opinion, i think the status quo can be maintained as long as there are more new types of advertising. In my opinion, the product should first reflect on whether its product is qualified or not, and also do a good job of positive publicity. Interviewer: How can the brand awareness can give impacts on consumer purchase decision? Why? Interviewee: Brand awareness is crucial in purchasing decisions because it is important for consumers to recall brands in the context of a particular product category, and awareness increases the likelihood that a brand will become a member ofthe consideration group. Interviewer: Between male and female. which will be influenced by social media marketing in consumer purchase? Why? interviewee: i think it's the difference in promotion. Maybe there will be ads for men, and there will be ads for women. For example, some products for men and some products for women like shaver. Interviewer: Alright this last question. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? interviewee: For me it's TikTok, which is very popular app in my country. Every day i spend some time on it to get news, and at the same time I am influenced by some advertisements, so I also buy a lot of products. R111 Interviewer: Do you consent on this interview being recorded? interviewee: Yes. Interviewer: Alright, let's direct to first question. Do you agree social factors one of the factors that affect the fashion industry and why? interviewee: Yes, I agree. Social factor is one factor that affect fashion industry. Today, men and women are freedom to choose clothes that they wore when going to outside of house to meet someone as long as it suitable. Interviewer: Can technology affect the fashion industry nowadays? Can you give your opinion about it? interviewee: Yes, can. in my opinion, Technology is allowing the fashion industry to become more sustainable rather than an energy exhausting fashion market. Interviewer: How can environmental factors affect the trending fashion industry? Interviewer: Between male and female, which will be influenced by social media marketing Interviewer: Research question three is how far does the social media marketing impacts in consumer purchase? Why? on consumers' awareness and purchase? In your opinion, how do you think the social media can influence the consumer's awareness and the purchasing of goods? Interviewee: I think the female is more will be influenced by social media marketing in consumer purchase because I think female are driven by product popularity and they will Interviewee: In my opinion, I think social media can make people more likely to buy spend longer time to engage with social media advertisements than male. products that are recommended by influencers or celebrities' posts on social media. Interviewer: So the last question is which social media marketing platform has the Interviewer: What do you think the impacts of social media on customer's awareness and greatest impact on consumer buying habits? Can you give your reason about that? purchases? Interviewee: I think is Facebook. It is because Facebook's audience is across all age groups Interviewee: I think many consumers' buying decisions will have influenced by social media and many active users log on every day. People will click on the product link in their friends' as they will see social media images and videos when online shopping. They will more likely Facebook posts, taking them to the product page on a retailer's website, and it also to purchase a product if the page includes pictures from social media. provides a marketplace tab for sellers to promote their products. Consumers can more Interviewer: Can you give your opinion what are the positive and negative effects of social convenience to find their preferred products. media on consumer satisfaction? Interviewee: The positive effect of social media on consumer satisfaction is social media so convenience, it allows consumers use social media channels to browse and discover new products to purchase. Consumers will feel very satisfied for that. The negative effect of social media on consumer satisfaction is too many advertisements, consumers hard to do Interviewer: rq 1 is what are the factors that affect the fashion industry? Do you agree decisions and don't know which product is genuine or counterfeit, which may make them social factors one of the factors that affect the fashion industry and why? feel confused and make wrong decisions. That will impact their satisfaction if they don't feel satisfied with their purchase experience. Interviewee: Yes, I agree because the social factors such as occupation, people will choose clothes depending upon their profession. For example, the dressing style of a doctor and Interviewer: Can the brand awareness can give impacts on consumer purchase decision? teacher differ from one another. For me, my dressing style as an office lady also differs Why? from one another. Interviewee: Brand awareness can influence the consumer's purchase decision is Interviewer: Can technology affect the fashion industry nowadays? Can you give your consumers will more likely to buy the most preferred brand, because the brand's opinion about it? trustworthiness and popularity will give confidence to the consumers, most of the popular brands provide good quality. Interviewee: Yes, technology can affects the fashion industry nowadays. In my opinion, technology changes the way we experience fashion. Technologies are changing the way people shop, through social media apps, retail shops and augmented realities.In your opinion, why economic is said to be a contributing factor in the fashion industry? Can you explain more about that? : Everybody goes to the mall and they spend money and sometimes they spend it on clothes. When they buy those clothes, it means that they are contributing to the economy. How does culture and religion can influence the fashion and why? = we live in Malaysia that has diverse culture and from there local designers designed clothes that are inspired from all of our cultures to create traditional attires. For religion, these days we can see that Muslim designers that came out with clothes that are called Abaya and all. Does your culture influence the types of clothes you wear? : No. I can wear whatever I want and I am not bound by any cultures and rules. RQ 2: WHATARE THE ROLE OF SOCIAL MEDIA IN ADVETISING? Do you agree that social media plays a role in advertising and why? : yes. Because social media is a big platform these days and is used by people globally. Why do you think the social media marketing really importance during COV|D719?Why? = in my opinion, during COVIDi 19, a lot of businesses went downhill. Since they want to increase their income, they use social media as a platform to advertise their products. In your opinion, what are the role ofsocial media advertising in consumer buying behavior? : Ithink from promoting, and I am a consumer as well and ifl see an ad, I will be attracted to buy it. However, the ad should show some creativity and present their products nicely. Why is advertising important in the fashion industry? Can you give your explanation about that? : Its important because they are not just promoting their products, they are also promoting their brands values. Every brands usually come out with meanings behind every product that they produced, so it's important to hi hlight that meaning. In your opi ion, what is the main purpose of social media marketing in advert ng and why? : the main purpose is to attract consumers, to increase their sale and all, to compete with other brands and to promote their values. What are the role of advertising in the society nowadays and why? = To give brand awareness to potential consumers. RC! 3: HOW FAR DOES THE SOCIAL MEDIA MARKETING IMPACTS ON CONSUMERS'AWARENESSAND PURCHASE? In your opinion, how do you think the social media can influence the consumer's awareness and the purchasing of goods? = Through their social media marketing. The advertising strategies and when consumers notice any attractive advertisement, they will find it interesting and will be more likely to purchase the products. What do you think the impacts of social media on customer's awareness and purchases? : Consumers will be more aware of whats happening in the world, whats trending and all so they can jump in the wagon and also buy the trending stuffs nowadays. Can you give your opinion what are the positive and negative effects of social media on consumer satisfaction? : the negative effect is that what we see is not the same when we received it because we didn't see and touch the products physically. For the positive effect, sometimes a products exceed our expectations and is actually a good product. How can the brand awareness can give impacts on consumer purchase decision? Why? = Its actually up to the society, because everyone is so afraid of being left behind and a certain brand will take advantage ofthe situation to create a trending product. Between male and female, which will be influenced by social media marketing in consumer purchase? Why? = female. Female has higher taste in clothes, things, and so many more. They also are more knowledgeable than men in purchasing things. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? = Instagram, tiktok, facebook. These social media platforms have many users and there is also marketplace in these platforms. It is also globally used by many local and international brands so it provides lots of choices. RC! 1: WHATARE THE FACTORS THATAFFECT THE FASHION INDUSTRY? Interviewer: How can environmenlal factors affect the trending fashion industry? Interviewee: The environmental factors affect the trending fashion industry because of the weather. People will choose their clothes In take protection from extreme climatic conditions like cold or rain. For example, people who live in the coldest countries such as Norway, people will wear heavy and dull clothes during the winter. The selection of clothing changes with the environment. Interviewer: In your opinion, why economic is said to be a contributing factor in the fashion industry? Can you explain more about that? Interviewee: In my opinion, economic is to be a contributing factor in the fashion industry because economic growth and increasing wealth have been to accelerate the pace of fashion change, whereas high levels of unemployment and ination reduce the pace of change in fashion. Interviewer: How does culture and religion can inuence the fashion and why? Interviewee: The culture and religion can inuence the fashion because the sources of fashion inuence had multiplied. If you focus on Paris or Milan, many places, you will nd that the designers now started to focus on ethnic minorities as every culture had something to offer. Interviewer: Does your culture inuence the types of clothes you wear? Yes, I still will wear cheongsam during Chinese New Year although fewer people wear cheongsam in the new generation. Interviewer: rq 2 is what are the role of social media in advertising? Do you agree that social media plays a role in advertising and why? Interviewee: Yes, Iagree because social media is a successful marketing strategies. Social media allows brands to better reach their audiences within seconds of post'ng an advertisement, helping them reduce their costs, and making their ads reach out to their potential audience through these social media advertisements. Interviewer: Why do you think the social media marketing really impormnce during COVID-IQ? Why? Interviewee: Yes, it is because people mosHy slay at home during COVID-19, they will spend more time at social media platforms such as Facebook, Insmgram, and Twitter. They will have more chances to see the advertisement when they use social media. Interviewer: In your opinion, what are the role of social media advertising in consumer buying behavior? Interviewee: In my opinion, many consumers more likely to buy something based on social media referrals and more likely to use digital channels to learn about new products. Interviewer: Why is advertising important in the fashion industry? Can you give your explanation about that? Interviewee: Advertising can be used to increase product sales, and demand and popularity. Interviewer: In your opinion, what is the main purpose of social media marketing in advertising and why? Interviewee: In my opinion, the main purpose of social media marketing in advertising is social media marketing uses social media and social networks to market a company's products and services. It allows companies to engage potential customers and reach new ones as they promote their culture, mission, or tone. Interviewer: What are the role of advertising in the society nowadays and why? Interviewee: The role of advertising in the society nowadays is advertising is instrumental in generating more employment opportunities and creating diverse kinds of jobs. It provides jobs to artists, script-writers, and others. Today, advertising has become a profession. Some companies do only advertising job. Interviewer: rq 3 is how far does the social media marketing impacts on consumers' awareness and purchase? Economically, the GDP of all countries shows a situation of rapid growth and drives the global fashion trend. 5. How does culture and religion can inuence the fmhion and why? Fashion is a cultural expression based on the premise and foundation of culture, which is to reect a cultural connotah'on and all the cultures pursued. Fashion also provides some creativity and inspiration. At the same time, the market is also the simplest culture. It can lead the culture to a better direction, but it can also affect the preferences of the public. 6. Does your culture inuence the types of clothes you wear? i think no RQ 2: WHAT ARE THE ROLE OF SOCIAL MEDIA IN ADVEI'ISING? 1. Do you agree that social media plays a role in advertising and why? I agree, because I think as a customer, I also need to nd some new content through social media. 2. Why do you think the social media marketing really importance during COVlD-I'S? Why? I think social media is very important during covid19, because we can't contact the outside world because of the covid 19. This is the only way for us to communicate well with the outside world. 3. In your opinion, what are the role of social media advertising in consumer buying behavior? Shorten the time people buy. People nd a product and see advertisements on TV many times. Next week they may go shopping and nally buy the product. Now, this process is greatly shortened. 4. Why is advertising important in the fashion industw? Can you give your explanation about that? Fashion and popularity can guide people's consumption concept to a certain extent, and advertising plays a very important role in promoting popular fashion. Advertising uses fashion elements to advocate fashion and trends, so that people can accept popular things, lifestyles and values and try to make them a part of their lives. 5. In your opinion, what is the main purpose of social media marketing in advertising and why? Advertising can change customers' perception of products, let customers know a product and improve product popularity 6. What are the role of advertising in the society nowadays and why? With the continuous application of science and technology and the advent of new products, consumers can understand and accept new products with high scientic and technological content faster, so as to form a modern consumption concept, which endows advertising with the social education function of disseminating various commodity information and undertaking some new knowledge and technology. RQ 3: HOW FAR DOES THE SOCIAL MEDIA MARKETING IMPACTS ON CONSUMERSr AWARENESS AND PURCHASE? 1. In your opinion, how do you think the social media can inuence the consumer's awareness and the purchasing of goods? Because of the high convenience of social media marketing, consumers' consumption desire becomes stronger. They will spend more time browsing product information and consume according to their own needs Interviewer: That's good answer. In your opi ion, how do you think the social media can influence the consumer's awareness and the purchasing of goods? interviewee: in my opinion, influencers are the social media users that have a robust loyal audience that often shares the same interests. Their opinions are naturally seen by a bigger number of people, people that trust them. So, this influence consumer purchasing of goods. Interviewer: What do you think the impacts of social media on customefs awareness and purchases? interviewee: I think the impacts are a large section of the audience gets to know the brand through the content that is distributed on social media. They search and find the best product as they want to buy it. Interviewer: Can you give your opinion what are the positive and negative effects of social media on consumer satisfaction? interviewee: in my opinion, the positive impact of social media on consumer satisfaction is consumer can identify most good product to buy especially through Instagram. For negative impact is sometimes the good they buy from social media did not meet expectation of consumers. Interviewer: How can the brand awareness can give impacts on consumer purchase decision? Why? interviewee: Brand awareness has been argued to have important effects on consumer decision making by influencing which brands enter the consideration set, and it also influences which brands are selected from the consideration set. Interviewer: Between male and female, which will be influenced by social media marketing in consumer purchase? Why? interviewee: Same. Women focus more on trustworthiness and assurance issues and the ability to share opinions and ideas. Men focus more on the value gained through the purchase. Interviewer: Alright this last question. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? Interviewee: Facebook. Statistically, Facebook is still the most powerful player on the market, with over 50% of consumers considering the brand's presence on the platform when making buying choices. Interviewer: Alright. Thank you for your time today. i hope we can see each other soon. Thank you so much. Interviewee: You are welcome. R111 Interviewer: Do you consent on this interview being recorded? Interviewee: Yes. Interviewer: Alright, let's direct to first question. Do you agree social factors one of the factors that affect the fashion industry and why? Interviewee: Ves, I agree. The influence of social factors is mainly reflected in population and culture. For example, if a garment factory wants to attract consumers, its style needs to satisfy most people in the society. Interviewer: Can technology affect the fashion industry nowadays? Can you give your opinion about it? Interviewee: I think technology can influence the fashion industry. The simplest example is that the design elements of the fashion industry and the way they are advertised have changed dramatically. The fashion industry is more active today thanks to the styling and multimedia publicity. Interviewer: How can environmental factors affect the trending fashion industry? 2. Can technology affect the fashion industry nowadays? Can you give your opinion 5.Between male and female, which will be influenced by social media marketing in about it? consumer purchase? Why? A: Yes, technology affects the fashion industry. Nowadays, people use electronic I think female are more likely to be affected, because the proportion of female in devices, iPad and iMac for graphic design, which plays a great role in fashion online shopping is much higher than that of men. Most men buy because of their design. needs, while women are different. They still shop even if they don't have any needs. The reason is the hype of online media. 3. How can environmental factors affect the trending fashion industry? A: We can get inspiration from the environment. 6. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? 4. In your opinion, why economic is said to be a contributing factor in the fashion industry? Can you explain more about that? For example, ins Tiktok uses more short video credits. There are a lot of anchors selling products, and they have a lot of fans, so their turnover is very high for a live. A: The economic foundation determines the superstructure, which should meet the most basic economic needs and develop on this basis. Only by meeting people's basic life needs can we better pursue material and spiritual life. RQ 1: WHAT ARE THE FACTORS THAT AFFECT THE FASHION INDUSTRY? 5. How does culture and religion can influence the fashion and why? 1. Do you agree social factors one of the factors that affect the fashion industry and A: As the proverb says: "when in Rome, do as the Romans do", and culture has a huge why? impact on a nation or even a country. Nowadays, many industries are doing A: Yes, social factors will affect the fashion industry. Some aspects of fashion need localization, and so are fashion industries, keeping up with local culture and trends. social recognition. If social recognition is low, the fashion industry in this area cannot survive. 6. Does your culture influence the types of clothes you wear? A: Yes, I like the traditional clothes very much.Do you agree social factors one ofthe factors that affect the fashion industry and why? Ves. Because different styles need to be design to accommodate different cultures. If the cultural groups represent large market in the industry,bigger scale offashion will be designed to appeal them. Can technology affect the fashio ndustry nowadays? Can you give your opinion about it? , yes technology affect the fashion industry as we move forward many technology has been created to ease and reduce workload. for example in fashion industry,the use of fashion design software that enables digital design capabilities for fashion onrdemand and mass production can be produced in short amount oftime. How can environmental factors affect the trending fashion industry? *Fashion industry production makes up 10% of humanity's carbon emissions, dries up water sources, and pollutes rivers and streams. This changes the trending in fashion industry where by people shunning a cial fibers that lack ofbiodegradability. In your oplnion, why economic is said to be a contributing factor in the fashion industry? Can you explain more about that? *Economic factors can have both positive and negative impacts on the clothing industry. During economic boom periods, people have more disposable income. Hence, they may buy more clothing, increasing sales for clothing manufacturers, wholesalers and retailers. How does culture and religion can influence the fashion and why? Culture and religion plays an important role in fashion industry where designer will create design that in accordance to the culture of a particular region and when a religion uses dress to reinforce tradition, it will usually be seen in opposition to fashion, which by its very nature is dynamic. Religious dress will change slowly as organized relIgIons often reject fashion as an attempt to focus on individuality rather than salvation. Does your culture influence the types ofclothes you wear? , Ves as culture influence clothing greatly. an 2: WHATAIIE THE ROLE OF SOCIAL MEDIA IN ADVETISING? Do you agree that social media plays a role in adve -Ves Why do you think the social media marketing really importance during COVIDrlB? Why? ng and why? Ves. Because during the pandemic most people don't dare to go out for shopping and they would scroll through their handphone to buy things online and get them delivered in front oftheir doors. In your opinion, what are the role of social media advertising in consumer buying behavior? When consumers sees promotion, discounts and deals, in the social media, it will influence the buying behavior. Why is advertising important in the fashion industry? Can you give your explanation about that? Fashion marketing is key in the fashion industry because it brings the creation and vision of the designer to life. Fashion marketing brings creations from designers all over and takestheir creations to wholesale buyers and consumers. In the fashion industry, fashion marketing helps the buyers connect to the brand. In your opinion, what is the main purpose of social media marketing in advertising and why? -Main purpose of social media marketing in advertising is to reach wider audience as well as targeted audience. What are the role of advertising in the society nowadays and why? Advertising plays a strong role in the society as it provides useful information to consumers that tells them about product and service choices, as well as comparing features, benefits, and prices. no 3: HOW FAR DOES THE SOCIAL MEDIA MARKETING IMPACTS ON CONSUMES'AWAENESS AND PURCHASE? In your opinion, how do you think look the social media can influence the consumer's awareness and the purchasing of goods? -Consumers tend to make purchases or conduct business on social media. Recommendations by friends or connections on social media also could help consumers on decision-making. Those recommendations could help brand attitudes, purchasing att udes, and advertising attitudes. What do you think the impacts of social media on customer's awareness and purchases? -The use of social media plays a significant role in customer service. The mutual benefits of easy brand accessibility via Twitter, Facebook, VouTube, and others allow easy customer contact and engaging social interaction, providing brand building and widescale contact through multiple channels. Can you give your opinion what are the positive and negative effects of social media on consumer satisfaction? -Positive impacts where publicity can increase your sales, while negative publicity can tarnish your company's image. 4. How can the brand awareness can give impacts on consumer purchase decision? Why? Interviewee: I think advertising is a business tool to get people know better about their brand and gain their trust because with better familiarity, people will be more prefer to buy that particular brand. Interviewer: Research question three is how far does the social media marketing impacts on consumers' awareness and purchase? In your opinion, how do you think the social media can inuence the consumer's awareness and the purchasing of goods? Interviewee: Social media is a platform for advertisement and people to show themselves that can affect how people think about a particular product. So with good promotion from inuencers online, customer will be more likely to purchase the same product. Interviewer: What do you think the impacts of social media on customer's awareness and purchases? Interviewee: Ithink the impact of social media is to increase their sales of their product to reach to more customers. Interviewer: Can you give your opinion what are the positive and negative effects of social media on consumer satisfaction? Interviewee: Positive effects of social media on consumer satisfaction is that the new consumer will have more trust if the products have a lot of good feedback from their previous buyer. Negative effects of social media is that the consumer may t'ick by some fake advertisement to buy the counterfeit goods. Interviewer: Can the brand awareness can give impacts on consumer purchase decision? Why? Interviewee: People with brand awareness will have more t'ust towards the product they know. For example, Panasonic is the popular choice among the elect'onic brand and therefore people will prefer to buy when it comes to purchase decision. Interviewer: Between male and female, which will be inuenced by social media marketing in consumer purchase? Why? Interviewee: I think female will be more inuenced by social media marketing because female is more concern about the fashion brand and they are also the target customers of the business as we can see that in current marketing world, there are more choices of selection for the female compared than males. Interviewer: Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? Interviewee: Shopee, in my opinion, since they provide big sales and promotions on a certain day of the month, which may greatly att'act more people to buy on that day. Interviewer: Okay. That's all from me, thank you for your response. Interviewer: Research question one is what are the factors that affect the fashion industry? Do you agree social factors one of the factors that affect the fashion industry and why? Interviewee: Yes, I agree because the social factors such as physiological and martial status, people will choose clothes which suite their body shape and some married people's dressing style will changes with maral status. Interviewer: Can technology affect the fashion industry nowadays? Can you give your opinion about it? help a certain brand to be more known as social media has a large audience. Why is advertising important in the fashion industry? Can you give your esplanation about that? : from where im working right now, the new image ofthe company is not very known to the public. So, advertising will help to give the public to know more about our new image and be more acceptable of us. This is especially important for fashion industry as fashions are always changing advertising will help them in the long run. In your opinion, what is the main purpose of social media marketing in advertising and why? = Mainly is to increase the audience. To send the message that \"I'm here and I'm about to offer you something new\". What are the role of advertising in the society nowadays and why? : people wont really know and trust when a product doesn't have advertisement. It will create more awareness to the public and help to convey onejsvalues. RQ 3: HOW FAR DOES THE SOCIAL MEDIA MARKETING IMPACTS ON CONSUMERS' AWARENESS AND PURCHASE? In your opinion, how do you think the social media can inuence the consumer's awareness and the purchasing ofgoods? : when there are more advertisements of a certain product, the consumer will become more aware and its' image it will be embedded to the back of their heads. When a product become more known, more people will be more interested to purchase it. What do you think the impacts of social media on customer's awareness and purchases? = the more that advertisements are done through social medias, people will become more aware and more people will purchase the products advertised. Can you give your opinion what are the posltlve and negative effects of social media on consumer satisfaction? : for positive, it's easier for consumer to give feedbacks on the products that they purchased. Leaving a comment, rating the store or products are giving the consumer a platform to not be cheated off from the seller. For negative, there are lots of scam and scammer in social medias so the legitimacy of a product is questionable especially when it has poor quality. How can the brand awareness can give impacts on consumer purchase decision? Why? = without any brand awareness, people won't be able to trust and identify if what they are selling is orginal. What if it's a counterfeit item? And also, the more you know about a brand, the more likely you are to buy its' products. Between male and female, which will be influenced by social media marketing in consumer purchase? Why? : Female. People say that men only has one desire where women has nine desires. One of those desires are clothes. Psychologically, women are more easily influenced than man. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? = Instagram, Tiktok, Facebook are one of the main social media platforms. This is because we lived in a technology era and everything is online so platforms that has bigger users will have more benefits to advertise their products and gain more consumers. R01 Interviewer: Do you consent on this interview being recorded? Interviewee: Yes. Interviewer: Alright, let's direct to first question. Do you agree social factors one of the factors that affect the fashion industry and why? Interviewee: Yes. Social factors affecting fashion industry include cultures, norms, lifestyle, demographics and population changes. Interviewer: Can technology affect the fashion industry nowadays? Can you give your opinion about it? Interviewee: Yes, can. Technologies are changing the way people shop, through social media apps, retail shops and augmented realities. Brands are adapting to changes in order to get their products in front of their customer. Interviewer: How can environmental factors affect the trending fashion industry? *Brand awareness is essential in buying decisionrmaking as it is important that consumers recall the brand in the context of agiven specific product category, awareness increasing the probability that the brand will be a member of the consideration set Between male and female, which will be inuenced by social media marketing in consumer purchase? Why? *Female. Gender is the major factor out of all the other factors that affects consumer purchasing behavior. When gender differs, the perception of consuming the product is different as well. Men and women tend to have different choices while shopping because of the difference in their upbringing and socialization. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? -Facebook. Most of consumers considering the brand's presence on the platform when making buying choices R0 1: WHATARE THE FACTORS TMTAFFECI' THE FASHION INDUSTRY? Do you agree social factors one ofthe factors that affect the fashion industry and why? : Yes. First of all, social factors revolved around cultures, norms and lifestyles. For example, as we can see, Korean culture has a big influence on the fashion industry. Can technology affect the fashion industry nowadays? Can you give your opinion about it? = as im currently working on making my company's own website for online buying, so yes technology does play a big role. Also, everyone always wants to keep up with whats trending these days, and social medias helped in getting the necessary information. This would not have happened if not for the advancement oftechnology. How can environmental factors affect the trending fashion industry? : from what im understanding from this question is that environmental factors are like seasons. In Malaysia, we don't have winter and fall seasons but other countries have four seasons such as summer, fall, winter and spring. Every brands usually came out with different styles in every seasons. For example, in summer, light and airy clothes are more famous whereas in winter, thick clothes, jackets, boots are more in trend. In your opinion, why economic is said to be a contributing factor in the fashion industry? Can you explain more about that? : Fashion industry is a big industry because everyone wears clothes. In fact, the apparel industry in Malaysia has made 4.07 billion in the first half of 2022. Also, fashion is always growing and to keep up with the newest trend, fashion companies will have to hire more people and this consequently opens more job opportunities. How does culture and religion can influence the fashion and why? : In Malaysia, we have Malay culture in which where we have to wear Baju Melayu and Baju Kurung for Hari Raya. For religion, Muslims usually wear clothes that are long sleeve and modest. Some brands adapted religions into their fashion lines to be more inclusive. Does your culture influence the types of clothes you wear? : yes. In the terms ofworking culture, my usual style is cutesy, dress, pastel colors, uncorns fashion but ever since im working at my current workplace, I had to wear black as in black shoes, black leather jacket, and jeans to blend in with the environment. HQ 2: WHAT/IRE THE ROLE OF SOCIAL MEDIA 1N ADVETISING? Do you agree that social media plays a role in advertising and why? : yes. Nowadays, everything is online that we can access through smartphones, computers, laptops. Its just on the tip of our fingers and advertising through social media will surely reach a larger audience. Why do you think the social media marketing really importance during COVIDelg? Why? : during the COVIDVIB, it's a pandemic and everyone were forced into lockdowns. As it happened globally, no one were able to go outside and buy things physically. So social media marketing is important because everyone spends their time online and it will help people to know what is out there, like what is interesting happening as ofthat moment. In your opinion, what are the role of social media advertising in consumer buying behavior? = As I mentioned in my previous answer, social media advertising helps people to know things. Therefore, it is an efficient way ofgiving new information not only locally but also internationally. Itwill RQ 2: WHATARE THE ROLE OF SOCIAL MEDIA IN ADVETISING? RQ 3: HOW FAR DOES THE SOCIAL MEDIAMARIGZTING [NIPACTS 0N CONSUTVIERS'AWARENESS AND PURCHASE? 1. Do you agree that social media plays arole in advertising and why? A: Yes, I often see advertisements when I browse the web. 2. Why do you think the social media marketing really importance during COVID-l 9? Why? A: Because people's travel restrictions during the epidemic, more people communicate with relatives and friends through social media. 3. In your opinion, what are the role of social media advertising in consumer buying behavior? A: Stimulate consumer consumption through advertising. 4. Why is advertising important in the fashion industry? Can you give your explanation about that? A; Advertising is mainly to let people know the existence of this thing and its role in people' lives. Through advertising, people can better understand the advantages of the fashion industry. 5. In your opinion, what is the main purpose of social media marketing in advertising and why? A: It is mainly a publicity role. Through advertising, let others know how good their products are. 6. What are the role of advertising in the society nowadays and why? A: It can be said that advertisements are everywhere in our lives. Whether you walk on the street or in the subway station, you can always see a lot of advertisements. 1. In your opinion, how do you think the social media can inuence the consumer's awareness and the purchasing of goods? A: In my opinion, advertising can affect the will of consumers to some extent. But for me, advertising won't affect me. 2. What do you think the impacts of social media on customer's awareness and purchases? A: With the popularization of social media, advertisements on social media can be seen by more people, which can affect the will of more consumers. 3. Can you give your opinion what are the positive and negative effects of social media on consumer satisfaction? A: The positive things is that more people can share their views on various products on social media, but the bad things is that there may be malicious bad reviews. 4. How can the brand awareness can give impacts on consumer purchase decision? WW? A: Brand are bound to affect consumers\" purchasing decisions, especially internationally renowned brands. It has a great inuence and will attract consumers to buy to a large extent. 5. Between male and female, which will be inuenced by social media marketing Interviewer: That's good answer. In your opinion, how do you think the social media can influence the consumei's awareness and the purchasing of goods? Interviewee: ln my opinion, through posting photos in social media, consumer can aware of the information of products so it's important for buyer can take right decision and make the right choice. Interviewer: What do you think the impacts of social media on customers awareness and purchases? Interviewee: I think the impact is social media influences consumer mindsets and their intention to buy. Social networking sites shows different variety of goods or products with new brands available in the market. Interviewer: Can you give your opinion what are the positive and negative effects of social media on consumer satisfaction? Interviewee: ln my opinion, the positive impact of social media on consumer satisfaction is through social media outlets, consumers have been able to easily convey their opinions about the products. The negative impact is mostly purchase fraud. Interviewer: How can the brand awareness can give impacts on consumer purchase decision? Why? Interviewee: Brand awareness can help consumers to recognize a brand out of a product category and make relevant purchase decisions. Brand awareness drives consumers' decisions when differentiating between competing companies. lt encourages repeat purchases and leads to an increase in market share and incremental sales. Interviewer: Between male and female, which will be influenced by social media marketing in consumer purchase? Why? Interviewee: Same. lt depends on how they both manage their decisions purchase. Interviewer. Alright this last question. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? Interviewee: l think Tiktok platform. This because nowadays many teenagers are buying products from recommendation by influencer in Tiktok. This app is frequently used by them every day. RQ 1.: WHAT ARE THE FACTORS THAT AFFECT THE FASHION INDUSTRY? The inuence of economy on consumption ability is also an important factor affecting fashion consumption. The range of choices for different income levels is different. 1. Do you agree social factors one of the factors that affect the fashion industry and why? Social factors affecting fashion include culture, , lifestyle, dernog raphics and demographic changes. 2. Can technology affect the fashion industry nowadays? Can you give your opinion about it? With the rapid development of science and tedmnology, the eld of fashion industry is changing with each passing day. The fashion industry is facing a comprehensive industrial upgrading and consumption upgrading. Consumers' selfawarene is becoming stronger , they pursue personalized products, and pay attention to the creation of personal overall image. 3. How can environmental factors affect the trending fmhion industry? Global warming has changed the climate in many places, thus changing acceptable fashion trends. 4. In your opinion, why economic is said to be a contributing factor in the fashion industry? Can you explain more about that? The rhythm of fashion is always inuenced by the economy, which also dominates the changes of fashion trends. In recent years, with the rapid development of the global economy, there has been a rapid phenomenon in all aspects of society. Interviewee: Lifestyle, personal preferences, climate, social media, society norms, advertisements, popular trends, and finances influence our fashion choices. The fashion industry largely relies on its consumers for running the business, whilst making profits. Interviewer: In your opinion, why economic is said to be a contributing factor in the fashion industry? Can you explain more about that? Interviewee: in my opinion, economic factors can have both positive and negative impacts on the fashion industry. During economic boom periods, people have more disposable income. Hence, they may buy more clothing, increasing sales for clothing manufacturers, wholesalers and retailers. Consequently, retailers may be stuck with large amounts of inventory. And they may have to sell the clothing at substantially reduced prices. Interviewer: How does culture and religion can influence the fashion and why? Interviewee: When a religion uses dress to reinforce tradition, it will usually be seen in opposition to fashion, which by its very nature is dynamic. Religious dress will change slowly as organized religions often reject fashion as an attempt to focus on individuality rather than salvation. Interviewer: Does your culture i fluence the types of clothes you wear? Interviewee: Yes. In the case of clothes, this is an important aspect of daily life that is influenced by culture, for example, in countries of the Middle East where the main religion is lslam, the way of dressing is mainly influenced by the sacred scripture. RCIZ Interviewer: That's good answer. Do you agree that social media plays a role in advertising and why? Interviewee: Yes. Social media gives marketers a voice and a way to communicate with peers, customers, and potential consumers. it personalizes your brand and helps you to spread your message in a relaxed and conversational way. Interviewer: Why do you think the social media marketing really importance during COVlD-19? Why? interviewee: l think social media has become more important in the during COViD-IB era. This is because many users Facebook, Instagram online during the pandemic raise. 5o, marketers can leverage social media marketing to improve sales. Interviewer: In your opinion, what are the role of social media advertising in consumer buying behavior? interviewee: in my opinion, consumers are more likely to buy when they get recommendations from a person they trust. Celebrities and popular people inspire their audience and influence their buying behavior. Interviewer: Why is advertising important in the fashion industry? Can you give your explanation about that? interviewee: Fashion advertising exposes the creations of fashion designers all over the world to potential buyers. This can bring huge success to the designer. It helps buyers connect with fashion brands of their liking. Interviewer: In your opi ion, what is the main purpose of social media marketing in advertising and why? interviewee: in my opinion, social media advertising is an offshoot of digital marketing where paid ad campaigns are run on social media platforms to reach target audiences. Marketers and advertisers can promote their brands and inspire sales through the social channels that users frequently use. Interviewer: What is the role of advertising in the society nowadays and why? interviewee: Well, it creates employment, provides the public with free and inexpensive media, it supports media independence, it provides information, it pushes prices down and quality up, and it spreads awareness of brands. R03 5.How does culture and religion can inuence the fashion and why? Clothing is a symbol of culture, and medieval civilization is a signicant embodiment of the inuence of religious culture. Although the clothing art in the MiddleAges was wiped out to a certain extent under the religious abstinence, it also stimulated the development of some clothing, resulting in new types of clothing, thus forming its own unique clothing art style. 6Does your culture inuence the types of clothes you wear? Yes...Of course, I like clothes with Chinese elements, which represents our Chinese culture RQ 2: WHATARE THE ROLE OF SOCIAL MEDIA FNADVETISING'.' 1.Do you agree that social media plays a role in advertising and why? I agree very much, and I think the biggest role of social media is to promote products, that is, advertising. It is certain to achieve the goal of high popularity through the publicity of items through social media. 2.Why do you think the social media marketing really importance during COVE-19? Why? Because of the epidemic, everyone works or studies at home, which leads to many people oen surfing the Internet at home, and people are restricted from going out shopping and will choose online shopping instead. This creates opportunities for online marketing. 3.In your opinion, what are the role of social media advertising in consumer buying behavior? Mainly publicity. Promote the goods through the mode of live webcast 4.Why is advertising important in the fashion industry? Can you give your explanation about that? If there is no advertisement, fashion can not spread in the society. The standard of fashion is the recognition of the whole society. Without radio publicity, fashion is a personal cognition. 5.In your opinion, what is the main purpose of social media marketing in advertising and social trend, the clothes of some stars and the momentum of the media will affect the 2. What do you think the impacts of social media on customer's awareness and purchases? Because of the virtuality of social media marketing, marketers can deliver more trend product information to consumers in a short time, which increases the probability of marketing success 2.Can technology affect the fashion industry nowadays? Can you give your opinion about 3. Can you give your opinion what are the positive and negative effects of social media on it? consumer satisfaction? Positive is cultivat and expand interpersonal relationships; negative effects is reduce interaction between people. Yes. Of course. These new technologies are widely used by fashion brands. The 4. How can the brand awareness can give impacts on consumer purchase decision? Why? function improvement of outdoor or sports brands. By building their own brand for a long time, customers have a certain conceptual definition of the brand over time. 3.How can environmental factors affect the trending fashion industry? 5. Between male and female, which will be influenced by social media marketing in consumer purchase? Why? Women are more likely to use social media than men. I think the most popular factor in the past two years is low-carbon environmental protection. 6. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? I think is Facebook , because Facebook has audience analysis and other tools to provide marketers with a great perspective on users' shopping places, buying 4.In your opinion, why economic is said to be a contributing factor in the fashion habits, preferred shopping methods and online browsing history. All these industry? Can you explain more about that? advanced settings allow retailers to reach their target audience. For example, some potential consumers. Including students, those who have just RQ 1: WHAT ARE THE FACTORS THAT AFFECT THE FASHION INDUSTRY? entered the society with less income. They love fashion and hope to reflect themselves and improve their status or status through fashion products. However, 1.Do you agree social factors one of the factors that affect the fashion industry and why? due to their small income, they can play with fashion rather than reach it. However, this group has great consumption potential, and giving information stimulation from Yes. Social fashion, media and star trend. Some social trends, the trend of the general time to time will have a cumulative effect in their hearts.social trend, the clothes of some stars and the momentum of the media will affect the 2. What do you think the impacts of social media on customer's awareness and purchases? Because of the virtuality of social media marketing, marketers can deliver more trend product information to consumers in a short time, which increases the probability of marketing success 2.Can technology affect the fashion industry nowadays? Can you give your opinion about 3. Can you give your opinion what are the positive and negative effects of social media on it? consumer satisfaction? Positive is cultivat and expand interpersonal relationships; negative effects is reduce interaction between people. Yes. Of course. These new technologies are widely used by fashion brands. The 4. How can the brand awareness can give impacts on consumer purchase decision? Why? function improvement of outdoor or sports brands. By building their own brand for a long time, customers have a certain conceptual definition of the brand over time. 3.How can environmental factors affect the trending fashion industry? 5. Between male and female, which will be influenced by social media marketing in consumer purchase? Why? Women are more likely to use social media than men. I think the most popular factor in the past two years is low-carbon environmental protection. 6. Which social media marketing platform has the greatest impact on consumer buying habits? Can you give your reason about that? I think is Facebook , because Facebook has audience analysis and other tools to provide marketers with a great perspective on users' shopping places, buying 4.In your opinion, why economic is said to be a contributing factor in the fashion habits, preferred shopping methods and online browsing history. All these industry? Can you explain more about that? advanced settings allow retailers to reach their target audience. For example, some potential consumers. Including students, those who have just RQ 1: WHAT ARE THE FACTORS THAT AFFECT THE FASHION INDUSTRY? entered the society with less income. They love fashion and hope to reflect themselves and improve their status or status through fashion products. However, 1.Do you agree social factors one of the factors that affect the fashion industry and why? due to their small income, they can play with fashion rather than reach it. However, this group has great consumption potential, and giving information stimulation from Yes. Social fashion, media and star trend. Some social trends, the trend of the general time to time will have a cumulative effect in their hearts.why? All marketing has only one purpose, that is to make money. No one will be willing to work hard or pay for things without benets. Social media, through cooperation with businesses, advertises and promotes an item, which requires cost. 6.W'hat are the role of advertising in the society nowadays and why? I think it is to attract attention and spread information. Enterprises transmit product information to consumers. Consumers either accept or reject it, which drives domestic demand. RQ 3: HOW FAR DOES THE SOCIAL MEDIA MARKETING IMPACTS ON CONSUlERS'AWARENESS AND PURCHASE? 1111 your opinion, how do you think the social media can inuence the consumer's awareness and the purchasing of goods? They will withdraw from the corresponding advertisements according to the statistics about consumers on the Internet. ZVVhat do you think the impacts of social media on customer's awareness and purchases? To take a less appropriate example, there are a lot of social media, which will specically promote health care products for the elderly. How effective it is to promote the products of the elderly through their fear of getting sick. From our point of view, this must be a lie. But for the elderly, they are not very clear. So every year, many oldpeople buy a lot of health care products. 3.Can you give your opinion what are the positive and negative effects of social media on consumer satisfaction? The example I gave in the previous question is a negative factor. Of course, there are some positive effects. Through consumer satisfaction, they can easily locate everyone's needs. 4.How can the brand awareness can give impacts on consumer purchase decision? Why'? For example, when aperson buys a mobile phone, one is Huawei, and the other is a mobile phone without a name. Although Huawei phone sets are more expensive, that person will still buy Huawei mobile phones. Therefore, for these more valuable things, people will think that the higher the popularity, the better and the more trustworthy. interviewee: The recent pandemic was a fatal blow to all kinds of businesses worldwide such the fashion sector was among those who suffered the greatest losses. As many people went out of employment, the productivity of clothes was declined. Interviewer: In your opinion, why economic is said to be a contributing factor in the fashion industry? Can you explain more about that? interviewee: in my opinion, when more jobs are created, the economy does better. So, it increases productivity of clothes or other in fashion industry. Interviewer: How does culture and religion can influence the fashion and why? interviewee: Religion has a great impact on dress code of the people as they wear clothes that are allowed to wear in their religion. For example, most of the Muslim women wear attires in which their bodies are completely covered as ordered by their religion. Interviewer: Does your culture influence the types of clothes you wear? interviewee: Yes, my culture influences the types of clothes I wear. For example, during Kaamatan Festival, I'm wearing the traditional Kadazandusun costume. R112 Interviewer: That's good answer. Do you agree that social media plays a role in advertising and why? interviewee: Yes, I agree. Social media allows marketers to connect and engage potential customers where they are at Twitter, VouTube, Facebook, instagram, and even some of the younger platforms like TikTok. With a strong social media strategy and the ability to create engaging content, marketers can engage their audience. Interviewer: Why do you think the social media marketing really importance during COVlD-19? Why? Intenriewee: i think social media marketing really importance during COViD-IB because many global consumers are devoting more time to social media. So, this allows marketers promote their products. Interviewer: In your opinion, what are the role of social media advertising in consumer buying behavior? Interviewee: in my opinion, some consumers' purchasing decisions are influenced by their friends' social media posts that promote products. Interviewer: Why is advertising important in the fashion industry? Can you give your explanation about that? Intenriewee: Can. Advertising involves the use of appealing messages to attract consumers' feelings towards a particular brand. Therefore, it generates the need for the fashion brand because the advertising messages persuade the customers to invest in fashion by making purchase decisions. Interviewer: In your opinion, what is the main purpose of social media marketing in advertising and why? Intenriewee: In my opinion, social media marketing is a form of digital marketing that leverages the power of popular social media networks to achieve marketing and branding goals. Thus, this can increase the sales of products. Interviewer: What is the role of advertising in the society nowadays and why? Intenriewee: Advertising much helpful in improving the standard of living. Through the medium of advertising people get information regarding new products. As people use these new and latest goods, their standard of living gets a boost. Advertising is helpful in providing employment and increasing income of the people. R113 Interviewer: Between male and female, which will be influenced by social media marketing Interviewer: In your opinion, how do you think the social media can influence the in consumer purchase? Why? consumer's awareness and the purchasing of goods? Interviewee: I think the female is more will be influenced by social media marketing in Interviewee: In my opinion, I think the social media can make people more likely to spend consumer purchase because it seems like females tend to use social media compared to more on purchases. Many consumers' purchasing decisions are influenced by their friends' males, and they will more focus on reviews and ratings. social media posts. Interviewer: Which social media marketing platform has the greatest impact on consumer Interviewer: What do you think the impacts of social media on customer's awareness and buying habits? Can you give your reason about that? purchases? Interviewee: I think is Instagram. It is because nowadays teenagers are tend to use Interviewee: I think many consumers have been inspired to purchase from a new brand Instagram. Instagram ads see excellent results. Business profiles with over 10,000 after seeing social media images from other consumers. Consumers are more likely to make Instagram followers can add Swipe Up links to Instagram Stories to drive traffic directly to a purchase based on social media referrals. The social media impacts the consumer's their site, something that was otherwise difficult to do on the platform. Instagram keeps awareness and purchases. expanding, making it more valuable to merchants and ecommerce businesses, especially if Interviewer: Can you give your opinion what are the positive and negative effects of social they have products with a strong visual appeal. media on consumer satisfaction? Interviewee: The positive effects of social media on consumer satisfaction is it increases customer satisfaction and customer retention. It also can improve customers' positive perceptions regarding product loyalty. Customers are willing to interact with companies by social media channels if they believe it benefits them. The negative effect of social media on RQ 1: WHAT ARE THE FACTORS THAT AFFECT