A STUDY OF THE EFFECTS OF WORD-OF- MOUTH THE MEDIA MIX FOR BRAND AWARENESS IN THE FASHION RETAIL MARKET IN PAKISTAN

Abstract

This study aimed to establish that buzz marketing techniques are a key advertising practice in the fashion retail sector in Pakistan providing competitive advantage. In order to achieve this, the researcher will study the level of effectiveness of word of mouth as well as its key drivers by carrying out secondary and primary research. While secondary sources confirmed the vitality of word of mouth communication as a marketing tool, the researcher aimed to strengthen these findings and apply them to the fashion retail sector in Pakistan. This was done via a triangulation of quantitative and qualitative research methods, consisting of surveying one hundred and ninety-six consumers as well as carrying out qualitative in- depth interviews with retail professionals. The results were presented by means of graphs and charts and they show that in the fashion retail industry, word of mouth is the most effective method in attracting customers and buzz can be generated both online and offline, depending on the consumer market’s age group. It was also determined that female consumers are more likely to be affected by this advertising technique. In addition, it was verified that buzz marketing is more likely to be effective when in conjunction with other forms of advertising. However, while it was found that stealth marketing is one of the practices that is likely to successfully generate word of mouth, it could potentially damage a business’s reputation and is thus, not recommended