Neuromarketing-Based Analysis of Uzbek Fashion Advertising on Social Media
Abstract
It shapes the neural response being measured and influences how advertisements are perceived and remembered. Consumer engagement for fashion products and services at social media platforms is significantly affected by cognitive and emotional factors. The aim of this study was to identify the level of advertising effectiveness and its five dimensions namely visual attention, emotional response, brand recall, message clarity, and purchase intention in Uzbek fashion advertisements on social media. The main purpose of this study was to explore Uzbek consumers' perceptions of their cognitive reactions and purchasing behavior within their recent years as active social media users. This study used a quantitative design involving an analytical process of four cycles: data collection, criteria evaluation, PROMETHEE ranking and regression analysis. A total of 150 social media users from Tashkent city were purposely selected and surveyed to obtain their responses on the fashion advertisements they received before and after their social media exposure and the strategies that they employed within their purchase decision-making process. The results indicate that the PROMETHEE-based ranking approach adopted in this research reasonably enabled consumers to be actively engaged in their purchasing decision process and increased brand awareness among them. The resultant regression-based model showed a better fit to the observed data, providing support for the predictive validity of the regression-based model. The findings and the implications for the improvement of fashion brands' marketing strategies are discussed. This study offers some theoretical and practical implications for improving the marketers' advertising campaigns and their strategic development which aim to enhance the persuasive qualities of future fashion advertisements.
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