ROLE OF FACE BOOK IN BUILDING CLOTHING BRANDS AMOUNG YOUTH

Abstract

Purpose: the puipose of this study is to find the relationship between Facebook and Brand building in youth. The study examines the brand building in youth by facebook to find the most persuasive factor in youth. This research study uses the primary data for exploration of results. Methodology: this research study uses the reliability test of data by using cronbach Alpha. To analyze the Facebook and bamd building for clothing in youth. This research uses the regression analysis to find the influence factor in youth clothing in context offacebook. Data is collected from the facebookusers and total respondent are selected that filled the questionnaire are 400. Finding: The results of Cronbach Alpha value show that the data is reliable and valid for the further testing. The value of Cronbach Alpha value is more than the standard value that is 83%. The value ofR square that indicate the influence ofindependent variables on dependent variable. R square value means the impact of brand loyalty, attitude, Brand equity and Facebook Characteristics are affect the purchase intention for brands of customer by 72%. The both regression values are reliable, tested by the Anova table. Practical implication: This research helpful for the decision making of corporate regarding appeal related to young consumers. It is also useful for the future research regarding youngsters clothing.