Impact of Social Media Marketing On Brand Awareness: a study on khaadi

Abstract

The purpose of this research is to examine the impact of Social Media Marketing on Brand awareness of Khaadi in the fashion industry, especially the Asian consumer market has been targeted during this research. The study has used the Uses and Gratification theory (UGT) as making the base of the research model. The target market has mainly from Islamabad and both genders have equally participated in the research, in which 384 respondents have participated in the data collection process. The quantitative approach has been used. Furthermore, a detailed literature review has been collected from past studies to find the limitation of the research. With the help of a detailed literature review and Uses and Gratification Theory, the model of the research has been made. This study gives the initial effort to understand brand awareness especially of Khaadi customers