Analyzing the Impact of Consumer Purchase Intention Using Marketing .A Case of Online Apparel Retailing in Twin Cities

Abstract

To creating awareness and promoting the various products, advertisement, promotion by Face Book is generally use. It is not easy to measure that to attract the customers and consumers, how much advertisement and promotion, brand image, Facebook messages are required. The purpose of the current study is to find out that how Facebook (brand image, group messages, promotion, and advertisement) carries an effect on the purchasing behavior of the consumer with the moderating act of demographics. For this study, 5-point Likert scale is used, and data was cross sectional, and 250 questionnaires were divided in twin cities Rawalpindi and Islamabad and 220 were received back, while 216 were filled accurately. By using the baron and keny methodology, data was faded, and regression analyses were done by using SPSS through various statistical techniques. The findings showed that Consumer purchasing intention was significantly and positively influenced with promotion and advertisement, messages, and brand image in the context of FBMGs. This study will be helpful for the businessman, consumers as Facebook has changed the attitude of customers, because it allows the marketing which is targeted.