Impact of Social Media Advertisement on Fashion Leadership; The Mediating Role of Style Consciousness among the Millennials of Pakistan

Abstract

This study aims to research the impact social media advertising has on fashion leaders. There are a number of research questions that are studied in this thesis followed by literature review. Literature review discusses all past research done on social media and fashion leadership. Furthermore, the mediating role of style consciousness in the millennials of Pakistan is also researched and studied here. A study of 250 participants has been done to get results for the research questions. The findings for this research show a positive relation between social media and fashion leadership. Moreover it shows a significant impact of style consciousness on fashion leadership. Fashion leadership refers to people who adopt fashion trends earlier than other people. They may also be the population that take part in awareness of new trends. In the clothing industry, there are a few entwining factors that realize the impact of Social media on Fashion leadership. The social media plays a key role for fashion leaders as it helps to keep them up to date regarding new trends and latest brand offerings. However brand acknowledgment is driven by a lot of elements that have their very own standards. Once these fashion leaders acknowledge the brand, they are able to influence others as well to have a look into any particular brand. The influencing is done on social media as well through posts, hashtags, pictures, videos etc.