THE INFLUENCE OF SOCIAL MEDIA ON E-COMMERCE: AN INVESTIGATION ON THE KARACHI BASED FASHION INDUSTRIES

Abstract

Purpose: The study aims to analyze the social media influence on the businesses offast fashion e-commerce of Karachi and also to further identify the future aspects of the business. The study also investigates the effect ofsocial media on e-commerce activities. e-commerce Methodology & Design: In order to find the answer ofthe questions and achieve the aims of the study this research is conducted with deductive approach and it is quantitative in nature. Questionnaire based on five point likert scale has been used for collecting data from the research target through mall intercept method Findings: The main finding which came as the outcome ofthis research study is that the fast fashion e-commerce firms are finding important to know their target market and attract customers by using social media as their tool for marketing. The most dominant social media platforms were found to be Instagram and Facebook whereas the least used social media platform was found out to be Twitter. new Recommendations: This study has given a brief description of the advantages which the social media platforms provide to e-commerce activities of the fast fashion industries of Karachi. This study can also be done on other domains except fast fashion in order to find the influence of social media on them. Also the data analysis in this research has been done on the recent data, so the detailed study can be done on the previous years in order to enhance the research and find out the changes in the techniques of marketing used by the companies. Limitations: The limitation ofthis study is the shortage ofperspective and awareness amongst the people responsible in the fashion industry’s social media department. Moreover low level of support extended by the respondent be forced the researcher to restrict to smaller sample size ie 50. The authors have precisely covered the social media influence on fast fashion e commerce firms