The Impact of Social Media Marketing on Brand Equity and Profitability: A Case of Apparel Industry of Pakistan

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.