Social media as a tool for the brand building of fashion boutiques among the youth of Pakistan

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.