Impact of Social Media Communication on Behavioral Intention of Post Millennials: The Mediating Role of Consumer Attitude towards Upscale Apparel Brands.

Abstract

The purpose of this thesis is to investigate the influence of social media communications on behavioral intentions of post millennials in twin cities of Pakistan. The study also discussed mediating role of consumer attitude towards upscale apparel brands. Many other factors that affect the relationship between these variables are also considered like usage frequency social media platform favorite brand and access point etc. Previously, research on social media for millennia] users has mainly focused on questions instead of answers. It is conceivable that behavioral intentions of consumer vary with respect to age and which generation they belong to. The attitude of social media subscribers, in turn, is largely dependent on generation type. Consumer attitude of baby boomers is conceivable to be significantly different from generation y and post millennia!. The study is based on post millennials of Islamabad with a sample size of 312 respondents. Baron and Kenny (1986) method is used to substantiate the mediating influence of consumer attitude towards the impact of social media communication on behavioral intentions. The study has estimated series of regression models. It is found that social media communication has positive impact on the behavioral intentions of post millennials. The social media communication also has positive impact on consumer attitude as well as on the behavioral intension. However, the mediating influences of consumer attitude on the relationship of social media communications and behavioral intensions. The sample size used in this research is limited to hold greater generalizability, also due to limitation of time and cost data was collected one time only. The main focus of the research was on apparel industry. Future research can be carried out in other industries and in a different geographical setting. Sample size can be increased and qualitative and quantitative data can have better analysis of the research. To have a better understanding of the topic future research should incorporate millennials.