CRITICAL FACTORS THAT AFFECT THE SUCCESS OF FASHION CLOTHING BRANDS IN ULAANBAATAR, MONGOLIA

 Social media has become one of the most important business marketing strategies, allowing companies to share content quickly, showcase brands, and build relationships. However, problems such as low customer engagement and limited word-of-mouth persist. This study introduces the concepts of social media, brand awareness, and customer engagement in the context of fashion brands. Using a quantitative approach, data was collected via a self-administered questionnaire from Millennials residing in Ulaanbaatar, Mongolia. The data was analyzed using Smart PLS version 3.0. The study's findings revealed that the choice of platform and customer engagement play a significant role in the success of fashion clothing brands in Ulaanbaatar, Mongolia.