Impact of Social Media (Facebook) on Brand Love: A Case of Apparel Industry

Abstract

Many apparel brands in Pakistan have a presence on Facebook, social media brand communities, and consumers have social interactive engagement on social networking sites. Therefore, this study analyzes whether Facebook marketing, online brand communities, and social interactive engagement influence the apparel brand love in Pakistan. Data for this purpose was collected from 250 respondents from Rawalpindi and Islamabad. This study has employed a judgmental sampling technique to collect data from respondents. Data is analyzed with inferential statistical techniques including frequency distribution, reliability analysis, correlation analysis, and regression analysis. It has been found from results that all three independent variables including Facebook marketing, social-interactive engagement and sense of brand community have the significant positive impact on brand love for apparel customers