Impact of Instagram Marketing on Consumer Purchase Intention in Clothing Industry of Pakistan

Abstract

This paper investigates the impact of Instagram Marketing and Email marketing on consumer purchase intention in the Pakistan’s apparel industry. This research proposes a model that shows the individual effect of Instagram marketing and Email marketing on consumer purchase intention as well as the Instagram effect when coupled with email direct marketing to check consumer purchase intention. The approach used in this research is quantitative and used to support the theoretical model with the help of online questionnaires. The results of all the items used in the questionnaire are analyzed with the SPSS methodology (considered credible source for exploratory research). The results drawn from 300 respondents presents that Instagram marketing and Email marketing do affect the consumer purchase intention positively. Furthermore, the research imply that the apparel brands of Pakistan can make use of Instagram and E-mail marketing jointly to attain the effective results. This study also has some limitations of time constraint, limited sample and targeted variables, but it enables further researchers a platform for future studies. The research also demonstrates the ideal features of Instagram along with Email marketing to engage potential and actual customers ameliorate consumer purchase intention