To Study the Effect of Quality Content through Viable Information on Consumer's Buying Behavior: A Case of Apparel Brands in Pakistan

Abstract

This research focuses on the impact of Social media Quality content on consumerð€‚¶s purchase intention depending on how they perceive the information as valuable in context of Apparel buying. The investigation focuses upon the idea that Quality content, along with eWOM, brand image and personal relevance will impact the buying behavior of an apparel consumer. The research is qualitative in nature and involved selection of 5 interviewees based on judgmental and snowball sampling for their experience with apparel buying on social media. Semi structured interview format was used and resultant data analyzed in light of literature. The research concludes that quality content, perceived usefulness and purchase intent of an online apparel buyer are closely linked