Impact Of Face book And Instagram Marketing On Consumer Buying Behavior After Covid-19: A Case Of Online Apparel Industry In Pakistan

Abstract

This study investigates the impact of Facebook marketing and Instagram marketing on consumer buying behavior in online apparel industry of Pakistan. This study has used Facebook marketing and Instagram marketing as independent variables. Consumer buying behavior is used as dependent variable. Online apparel industry of Pakistan is the targeted sector chosen to investigate the relationship between variables mentioned above. Quantitative research method is used, as primary data is collected through adoptive structured questionnaire based on 5-Likert scale. The responses are recorded from 300 respondents (consumers associated with online apparel industry of Pakistan) through convenience sampling technique. Responses recorded are analyzed through statistical tests (such as correlation and regression) by using SPSS Software. The results indicate that Facebook marketing and Instagram marketing positively impact consumer buying behavior in online apparel industry of Pakistan. Based on the findings of this study, it is proved that change in Facebook marketing and Instagram marketing brings a definite change in consumer buying behavior in online apparel industry of Pakistan.