Analyzing the Role of Fashion Generated Content on Information Quality, Customer Service and Visit Intention

Abstract

Purpose: This study has aimed of investigating the impact of fashion generated content on information quality, customer service, and visit intention., as fashion generated content has been considered as independent variable. Whereas, information quality, customer service, and visit intention have been considered as dependent variables. This study has finalized fashion industry of Pakistan to investigate the relationship between variables mentioned above. Methodology & Design: This study has been based on quantitative research method, as primary data has been collected from respondents through adaptive structured questionnaire based on 5 Likert scale. A sample size of 250 respondents to represent the entire population has been finalized. Adaptive structured questionnaire has been distributed amongst customers associated with Pakistani fashion brands for collection the data. Collected data has then been analyzed through statistical instruments such as correlation and regression by using SPSS Software. Findings: Based on the findings, it has been concluded that fashion generated content has significant positive impact on information quality, customer service, and visit intention in fashion industry of Pakistan. Limitations: Major limitations in this study have been limited time frame, limited sample size, lack of mediating / moderating variable, etc. Recommendations: In this study, expanded time frame, increased sample size, use of mediating / moderating variable, etc., have been the recommendations based on which further research could be performed.