AN INVESTIGATION OF CONSUMER ENGAGEMENT THROUGH SOCIAL MEDIA: A STUDY ON CLOTHING BRANDS OF KARACHI, PAKISTAN

Abstract

Purpose This purpose of this research is to probe and examine the impact of technology acceptance model to identify the gaps and investigate the social (peer communication), affective (enjoyment) and cognitive (compatibility) factors affecting attitude and intentions of consumer engagement through social media in the clothing brand perspective of Karachi, Pakistan. Methodology & Design The methodology of this research study reflects that empirical research has been conducted and quantitative research method has been carried out. The hypothesis of the theoretical framework was tested by collecting data through questionnaire developed on Google Doc. Further the data collected was entered in the SMART PLS for analysis of data and reliability, correlation and regression tests were run. 416 respondents participated in this research study. Findings The findings of this research study shows that consumer attitude to engage through social media with the clothing brand has positive effect on consumer intention to involve and act through social media with the clothing brands. Moreover, compatibility has a positive influence on consumer attitude to engage with the clothing brand via social media. Limitations The research limitations for the research study is the time and resource constraints. The research is conducted in the time span of4.5 months. The data is only collected through online electronic medium like WhatsApp and Facebook messenger. We only conducted research in Karachi, Pakistan because of accessibility so this research did not include responses outside this city. Recommendations This research recommends visiting clothing brand’s Facebook and Instagram pages to see whether the items or brand is popular with others, or looking for sentiments and exhortation from different clients, drives customers to have an increasingly uplifting demeanor and buy aim through clothing brands’ Facebook/Instagram page. Along these lines, clothing brand owners should concentrate on offering social advantages to their clients and shopper advancement battles ought to urge purchasers to share views and data related to the clothing brands items. By underlining social advantages, consumers' can be triggered at an emotional level with a strong probability that they visit a site all the more frequently. Furthermore, the consumers will be more curious in knowing about new items offered by the company and its relevant data