IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BUYING BEHAVIOUR

Abstract

Purpose: The study aims to determine the impact of social media marketing on consumer buying behavior in the female clothing industry of Karachi, Pakistan. Methodology: The present study targeted the clothing industry of Pakistan. This study collected 316 sample responses from the females through social media. In this regard, this study used the convenience sampling technique. For the purpose of data analysis, the study has employed PLS-SEM using SmartPLS version 3.2.8. Findings: • *. The relation between brand awareness and consumer buying behavior and customer value is positive and significant. Moreover, brand quality and consumer buying behavior is also positive and significantly related with each other. Moreover, the relation between customer value and consumer buying behavior is also positive but insignificant with each other. Similarly, social media use and brand awareness is also positive and significant with each other. Limitations: First, this study was conducted in the Karachi, meaning that the findings are limited to Karachi only. Furthermore, the sample size was significantly smaller Implications: It was found that social media use was positively and significantly affecting the brand awareness, therefore, based on this result, the managers are recommended that, they increase and enhance their presence on the social media as using the social media helps the brands in increasing their awareness among the customers.