Impact of Social Media on Brand Image and Purchase Intentions of Customers. An Evidence from Clothing industry of Pakistan

Abstract

This study is to identify the impact of social media (Facebook and Instagram) on the brand image and purchase intention within the clothing industry of Pakistan. In this study, our focus was mainly on identifying the impactful relationship that exist amongst social media (in the form of Facebook & Instagram), and brand image & purchase intention within the clothing industry of Pakistan. To prove the relationship between independent variable (Social Media such as Facebook and Instagram) and dependent variables (Brand Image and Purchase Intention), a structured questionnaire has been used to collect data from the consumers associated with the clothing industry of Pakistan. Based on the data collected from the respondents through structured questionnaire, several hypothesis tests were applied. Results of those hypothesis tests have clearly indicated that there exists a positive relationship between dependent variable (Social Media such as Facebook and Instagram) and independent variables (Brand Image and Purchase Intention) within the clothing industry of Pakistan. Some statistical instruments such as descriptive frequencies, reliability, correlation, regression, ANOVA, and coefficients were used by the researcher to conduct this study. Finally, it can be said that social media in the form of Facebook and Instagram tend to have a strong positive effect on the brand image and purchase intention of consumers within the clothing industry of Pakistan.