Marketing practices have evolved significantly with the emergence of digital communication technologies. Traditional promotional methods such as television, radio, and print advertisements are increasingly being supplemented by digital marketing strategies, particularly social media marketing. Social media platforms including Instagram, Facebook, YouTube, and Pinterest have transformed how brands communicate with consumers by enabling direct interaction, visual promotion, and real-time engagement. The apparel sector is particularly influenced by social media because fashion products rely heavily on aesthetics, lifestyle representation, and trend-based promotion. Brand awareness—defined as the extent to which consumers recognize and recall a brand—is essential in the apparel industry due to intense market competition and the need for differentiation. Social media has become a key driver of brand awareness by enabling apparel brands to visually showcase products, interact with customers, and create emotional brand associations.