Abstract:
Purpose
The research aims to study and analyze the impact of social media marketing on the brand
equity and profitability in the Apparel Industry of Pakistan.
Methodology & Design
The research utilized an explanatory research design, the deductive approach and the
population selected for the research is the employees working in the Apparel Industry of
Pakistan. A sample of 350 respondents is drawn to conduct this research using a survey
questionnaire. Different statistical tests including reliability, frequency, correlation and
regression have been conducted to reach at the findings for this research specifically.
Findings
The correlation analysis helps conclude a positive relationship of social media marketing
with brand equity and profitability in Apparel Industry of Pakistan. The regression analysis
leads to a sig. value of 0.000 in both the regression models, which leads to the conclusion
that there is a significant impact of social media marketing on the brand equity and
profitability in Apparel Industry of Pakistan.
Limitations
The limitations identified during the research include reliance on one industry and country
only, smaller sample size, utilization of only primary data based'on questionnaire survey and
the researcher limitations due to limited availability of resources including the time.
Recommendations
On the basis of findings of the researchers, the following recommendations have been made
to the apparel industry of Pakistan and the companies in general. The recommendations
include the usage of social media marketing to an optimal extent, observe use of social media
regularly and use it wisely in terms of both quantity and quality of content.
