The Influence of Social Media Advertising on Buying Behavior Towards Luxury Fashion Brands: A study of Pakistani Millennials and generation Z

Abstract

This study explores the influence of content marketing, influencer marketing, and viral marketing on consumer buying behavior toward luxury fashion brands, with a particular focus on the moderating role of brand image. Targeting Millennials and Generation Z in Pakistan, the research addresses the evolving dynamics of digital marketing in the luxury fashion industry within an emerging market context. Despite the increasing use of social media platforms by luxury brands, limited empirical evidence exists regarding the effectiveness of specific digital marketing strategies in shaping consumer behavior, especially in culturally diverse regions like Pakistan. Using quantitative research design, data was collected through structured questionnaires from participants engaged with luxury fashion content on social media. The study employed statistical techniques to analyze the direct and interactive effects of the independent variables on buying behavior. The findings reveal that all three digital marketing strategies have a significant positive impact on consumer purchase intentions. Moreover, brand image acts as a crucial moderating factor, enhancing the relationship between each marketing strategy and consumer buying behavior. This research provides valuable theoretical contributions by contextualizing digital marketing strategies within the Pakistani luxury fashion industry. It also offers practical implications for marketers, emphasizing the need to develop brand-consistent content, foster meaningful influencer partnerships, and design culturally resonant viral campaigns. Maintaining a strong and prestigious brand image further amplifies the effectiveness of these efforts. Overall, the study highlights the importance of integrating strategic communication and brand positioning to influence young, digitally connected consumers in competitive fashion markets.