Effects of Social Media Marketing On Consumer Buying Behavior in Fashion Retail Industry of Pakistan

Abstract

The primary aim of the study was to identify and explore the influence that social media sites mar- keting has on purchasing/buying intention of women in Pakistan. The study is based on the retail industry of Pakistan, so it identifies the female consumer’s motivation on purchasing brands, engage- ing and interacting with brands. To discuss the purchasing intention of women regarding fashion brands and how they are influenced by mediating role of brand interaction and engagement. In this study the approach used is the deductive approach, to understand the variables impacting the buying intention of women interested in fashion apparel. The study is taken place by including the whole of Pakistan, basically targeting the women of Pakistan. This research will be valuable for Fashion re- tail business owners and brand promoters/marketers this study will help marketers get feedback and recommendations regarding Khaadi. How has Khaadi used its social media to affect consumer buy- ing intention? The main idea of proposing this study is to figure out all the details regarding brand- ing and how has it impacted the buying behavior of consumers in Pakistan. Another aim of the study is to find out and understand the benefits and strategies used by Khaadi and how they have managed to stay consistent with their work. Brand satisfaction, experience, competitive pricing, brand attachment, and brand image are some of the common terms that influence the brand and its customers. The questionnaire was formed to evaluate the results and come out with efficient find- ings. Data are analyzed using the same method of using SPSS software, analyses mean, standard deviation, etc. The research was influenced and completed by exploring previous studies of similar nature and context to provide a better overview and understanding of the topic and its concept. The results reported in the study show that social media marketing had a significant relation with the consumer's actions and buying intentions. It also revealed that engaging and interacting with brands and customers act as a mediating role in influencing the way females make their shopping decisions when it comes to the fashion retail industry