The impact of Social Media Communication on Brand Awareness, Brand Equity and Purchase Intention: A study of Apparel Brands in Pakistan

Abstract

In a world where an average person spends approximately 9 hours on social media, Marketers have an opportunity to grab and capitalize their profits and to reach out to every individual out there using social media. Purpose: The purpose of this study is to test how social media communications generated by brands and users have an impact on brand awareness, brand equity and customers purchase intention for apparel brands in Pakistan specifically. Social media has a significant role with respect to brand awareness and brand equity of a company’s product. The issue is that currently we cannot tell if social media communication is helping in brand awareness and brand equity of a company’s product and how this communication has impact on customers purchase intention in clothing industry of Pakistan. Design and methodology adopted: In order to conclude, data of around 133 customers was collected based on a survey through questionnaire. Findings: After the analysis of data we found that Social media communication both generated by user and firm has a significant impact on brand awareness, brand equity and purchase intention of a product. The results from this study show that apparel brands in Pakistan should use social media platform as a medium of communication and not only firm generated communication over social media but also the user generated feed has impact on brand awareness, brand equity and purchase intention of a customer