Abstract:
We are living in a middle of global communication where the use of social media is
becoming widespread for the individuals use. Companies are using social media to
reach to the masses and deliver the information within no time. The concept of social
media is not new in Pakistan. Companies in Pakistan are also using this media to
communicate and engage their consumers. The Fashion Industry of Pakistan has been
showing its existence on social media platforms for quite long to engage and inform
the audience about the products and services that are being offered by them. This
research is an effort to unfold the unique aspects of social media marketing and how it
is being used by the fashion companies these days to take the consumers in world of
hyper reality and changing their perception about that apparel brands, leading them to
the purchase decision. Useful practices are formed on the basis of how to use the
connection in developing successful brands in Pakistan.
