Impact of Social Media on Online Consumer Behaviour in Relation to Apparel Products in Kuwait

The consumption of social media seems to be a new fad. The World Wide Web has seen a proliferation of user-generated internet technology such as social networks, blogs, and social media sites over the past decade. Social media has birthed online platforms such as Twitter, Instagram, and YouTube, where users can interconnect with other individuals and circulate ideas and information. Thus, social media has a variety of impacts on online consumer behaviour, but it is uncertain how it impacts on Kuwaiti consumers. This quantitative study that explores the relationship between the independent variables e-WOM, Information source, Convenience, and Privacy, and the dependent variable Online consumer behaviour. The assessments were carried out using SPSS software. The questionnaire was released via varying social media sites to 140 participants ranging in age from below 18 to over 32.