Abstract:
This thesis examines the Perceived Ease of Use of the communication platform: Social media and the development of the habit of using Social Media that turns in addiction. This study aims to help find the impact of Social Media on Fashion Industry of Pakistan and the attitude towards Fashion Advertisement on Social Media. This study will also help in generating more profitability from the Fashion industry of Pakistan. Moreover, this study will help the researchers and academicians to research in detail the psychology behind Social Media usage and its impact on the field of Marketing. For organizations, this paper will be a source of guide in determining the success of their previous Social Media Advertisement campaigns as well as in designing their future campaigns. “Perceived ease of use” is the major independent variable in this study while “Attitude towards social media advertisement” is the major dependent variable. “Habit” depends on “Perceived ease of use” and “Addiction” depends on “Habit”. Each variable affects the next variable and the framework shows a chain. This study will test the effect of the independent variable on the dependent variable and also the correlation between the dependent variable that to what extent they are related to one another. The questionnaire was adapted from the study conducted by Can, L., & Kaya, N. (2016). The survey was carried out online using Google forms, the survey was uploaded Facebook and Link was shared on WhatsApp. The questionnaire contains total of 24 questions, 6 questions were for profiling and 18 questions were with a fivepoint Likert scale. The sample size was of 300, Total 322 questionnaires were filled out of which the number of authentic and relevant questionnaires that were selected on the bases of sampling standards for further analysis were reckoned to be 200. According to the results, there is a significant positive impact of the perceived ease of use on habit which develops into an addiction and the addiction then determines the consumer attitude towards social media advertisements. Several recommendations are given at the end of the thesis owing to the findings of this research. There were some limitations of this research including limited resources and specific time. The study could be improved if, more variables were included for testing the impact of other consumers’ attitude towards social media advertising.
