Impact of luxury brand advertisement on Instagram affecting urban Pakistani women buying behavior

Abstract

This research paper “impact of luxury brand advertisement on Instagram affecting urban Pakistani women buying behavior” focus on understanding the advertisement and factors which are critical in portraying the brand and their impact on buying behavior. The variables for the study were advertisement on Instagram, luxury brands and consumer buying behavior. Brand awareness serves as the mediator in the shaping up the overall consumer buying behavior. The research technique for the study mainly focus on the quantitative methods. Non-probability random sampling was used to reach out the respondent for the data collection. Respondents who uses the luxury brand were approached for the collection of data, one’s who are located in twin cities falling in the age bracket of 20-42 and above. The luxury clothing brand of Pakistan were studied as female are more inclined towards the clothing and fashion. The brand which are present on Instagram were the main focus of the research. The data was collected only once, as it was a cross-sectional study. Furthermore, SPSS software was used to analyze the data and for interpretation of the results. The results show the significant correlation between the variables under the study. The variables regress with each other significantly, positive relation was observed between them. However, the mediator shows a partially correlated relationship, showing the positive substantial relationship under its presence.