Introduction India consistently has been the largest movie producer worldwide for the last few years, releasing more than a thousand films each year selling 2.2 billion movie tickets in 2016 (Film Industry in India, n.d.). In a similar vein, the designer wear industry fueled with the growth of the organized retail in India is poised to reach about 1.7 per cent of the global designer wear industry by 2020 (Designer Wear, 2012). As Indian consumers are increasingly adopting a wardrobe more varied than the traditional Indian dress including western apparel styles, the Indian clothing consumer is emerging as a research demographic, with definition of the Indian clothing consumer still in early research stages. Research indicates that fashion industries strengthen a nation’s economy, and that movies and televisions are two of the important marketing channels for it. Thus, with the rapidly growing and increasingly more affluent Indian middle-class ready to spend money, it is important to investigate the relationship between viewing Bollywood movies and their impact on fashion consumption. There is minimal research on this topic and the purpose of this study is to address the gap in literature. Rationale of the Study Fashion is a business and the specifics don't matter much, anywhere in the world anymore. Historically, credit for new fashion was given to the fashion designer, but in more recent years’ celebrities dressed in designer wear have become a medium to reach audiences because of their huge fan following. Bollywood is an influential medium, impacting everything from haute couture fashion to music. Slowly, but surely, clothes worn by Bollywood have clothes become signed artifacts, and have Bollywood styles and fashions become themselves separately marketable (Rao, 2010). Bollywood’s influence on the fashion industry as well as consumers, it is important to gain a better understanding as to how to capitalize on the “media influences” more holistically. Gender, especially in Indian context, is an important construct with respect to men and women as they differ with respect to their involvement with fashion clothing and even more with regard to their involvement with the purchase of fashion clothing (Handa & Khare, 2013). This exploratory study examined the influence of movie and television engagement on fashion involvement and eventual purchase behavior. The study utilized MIMIC model and analyzed group difference in gender. Theoretical Framework Social cognitive theory as well as the theory of symbolic interaction forms the conceptual backbone of this current study. The theory examines psychosocial components which motivate human thought and action and has been used to examine gender differentiation as well as media Influence (Bandura, 2001). According to Solomon (1983), the theory of symbolic interaction has three facets: a consumer’s perception based on the response of others, the influence on a consumers’ behavior, and a consumer’s sense of self based on the actions and responses of others to various stimuli. The symbolism in the fashion products is the primary influence for their purchase and individuals attribute meaning to these products based on the social environment in which they are presented. For this study an adapted model has been created based on two theories to examine: (1) influence of TV and movie engagement on fashion involvement; (2) effect of fashion involvement on purchase intention related to clothing as well as purchase intention- accessories; (3) impact of purchase intention – clothing on purchase intention- accessories. Methodology Data was collected via convenience sample from students at a university in a major city in India resulting in 1058 participants. The survey instrument was created using items from previous studies.: Data were analyzed using Statistical Package for the Social Sciences (SPSS) and LISREL. Frequency statistics were obtained for the demographic variables. Confirmatory factor analysis (CFA) was used to evaluate measurement properties, including reliability and validity of the measures. To test hypotheses and explore the causal relationships, a structural equation model (SEM) was used. The current analysis utilized “multi-group” analysis, to compare parameters between distinctive groups (i.e. Male and Female). Results and Conclusions An exploratory factor analysis using principal component with varimax rotation and a minimum eigen value of one was used to identify the latent variables in the model: Movie Engagement (α = 0.82); TV Engagement (α = 0.81); Fashion Involvement (α = 0.81); Purchase Intention Overall (α = .87); Purchase Intention – Accessories (α = 0.88). The main model was initially tested using measurement and structural model in SEM and then multi-group analysis using MIMIC was used to analyze group differences. The CFA supported the exploratory factor analysis, the fit of the measurement model was acceptable (χ2 = 525.21, CFI = 0.98, RMSEA = 0.053, and NNFI = 0.98). Therefore, the measurement model was retained without any modifications. Based on the parameter estimate t value which stated that value greater than 2.00 is considered an indicator of statistical significance, the hypothesis of influence of TV engagement on fashion involvement was not supported for Male respondents. Furthermore, fashion involvement did not influence purchase intention accessories for Females, conversely, it was supported for Males however, the relationship was negative. All the other hypotheses were supported for both the groups. The analysis of gender using the MIMIC model provides valuable information for the Indian fashion industry to understand target consumers which will help them to design effective marketing strategies. Indian men and women consume media differently and it affects their fashion involvement and eventual purchase behavior. Movies and TV influence fashion involvement for both the genders differently with TV only influencing women. This finding indicate that more Indian women watch more television (Singh, n.d.) and hence are more involved with programming available on TV. Movie engagement influence fashion involvement providing support to the previous research as well as media report. It is essential for Indian brands as well as international brands to engage in brand placements and celebrity endorsements to connect with the consumer base. Fashion involvement influenced intention to purchase clothing for both the genders but did not influence purchase of accessories for the female consumer. This could be attributed to the fact that women shop “looks” i.e., the entire outfit worn including make-up and accessories, whereas men generally shop for a “product”. It is suggested that retailers pay attention to this crucial difference between the genders while shopping and accordingly ensure that due diligence is made to visual merchandising strategies with the stores as well as online. Additionally, as the influence of involvement on purchase intention – accessories is negative, it can be inferred that the highly fashionable male consumer may be looking to buy clothing rather than accessories to make a “fashion statement”.

Consumers have enjoyed shopping via the web for over a decade, but the emergence of shopping through social media or social commerce is slowly gaining traction Instagram is one of the largest interactive photo-sharing sites that retailers, specifically apparel and accessory companies, are utilizing to sell their merchandise. Consumers are increasingly using this platform to engage, discover and get inspired; therefore, it is critical for retailers to understand how this platform influences purchase intention. This paper focuses on analyzing the impact of Instagram on consumer’s purchase intention based on an adapted model of Technology Acceptance Model and Theory of Reasoned Action. Using multi-group analysis, consumers (n=317) were divided into two groups: shopped for fashion products (including browsing, making a one-time purchase, or making repeat purchases) or not shopped using Instagram for apparel specific brands. The participants were surveyed using an online instrument with questions related to attitude, subjective norms, normative beliefs, perceived usefulness (PU), perceived ease of use (PEOU) and purchase intention. Frequency statistics were obtained for the demographic variables. Overwhelmingly (approximately 78%), respondents used Instagram daily with 82.6% following an apparel brand. 40% of the respondents had shopped previously on Instagram (i.e. browsed as well as purchased products), with 13% of these respondents spending more than $100. An exploratory factor analysis using principal component with varimax rotation and a minimum eigen value of one was used to identify the latent variables in the model: PEOU (α = 0.82); PU (α = 0.81); Normative Beliefs (α = 0.81); Attitude (α = .87); Subjective Norm (α = 0.88); Purchase Intention (α = 0.79). Results indicated that subjective norms did not influence purchase intention for both the groups indicating that consumers do not follow “groupthink” mentality while intending to purchase via Instagram. Furthermore, it was found that PEOU influence on attitude for the two groups of consumer were different, with no impact for the group who had shopped on Instagram. All the other relationships were supported in the model. These results provide both implications and limitations for retailers and academia.