This research examined how virtual reality technology affects the marketing performance of the fashion industry in Jordan. Based on a sample composed of 528 online customers, structural equation modeling (SEM) was utilized as a statistical approach for hypothesis testing. The research findings demonstrated that virtual reality technology had a positive significant impact on marketing performance. This examination provides many implications that managers in the fashion industry in Jordan could recognize, the most notable was encouraging them to focus on increased product demos utilizing virtual reality technology in order to improve customers' comprehension of the product and boost their confidence when making purchase decisions.

The research is aimed to understand the influence of social media in marketing on brand awareness, which in the end influences purchase intention in the fashion industry. It uses a qualitative approach to study the three variables, namely social media marketing, purchase intention, and brand awareness. In this research, the needed number of samples are 270 respondents and data are processed using SPSS to conduct validity, reliability, normality, classic assumption, single, and multiple linear regression. Results from SPSS are also used in the Sobel Test. Complemented with secondary data from literature studies, the hypothesis is tested. From the test, every hypothesis has significant positive influences. In conclusion, a brand can influence purchase intention significantly by utilizing social media marketing. This works by stimulating brand awareness to consumers to influence purchase intention.