The Impact of Social Media on Consumer Buying Behavior in the Fashion Industry: A Case Study of Pakistan
令和8年1月5日|p.119
左の本文を選ぶと、右側の官報原文画像で該当箇所を照合できます。
The Impact of Social Media on Consumer Buying Behavior in the Fashion Industry: A Case Study of Pakistan
Muhammad Asif Khan, Muhammad Abrar, Shahbaz Hussain, Kalsoom Bibi, Syed Ali Raza, and Shumaila Zain
Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Defence Road, Off Raiwind Road, Lahore, Pakistan; asifkhan@cuilahore.edu.pk (M.A.K.); abrar@cuilahore.edu.pk (M.A.); shahbazhussain@cuilahore.edu.pk (S.H.); kalsoombibi@cuilahore.edu.pk (K.B.); aliraza@cuilahore.edu.pk (S.A.R.); shumailazain@cuilahore.edu.pk (S.Z.)
* Correspondence: asifkhan@cuilahore.edu.pk
Received: 15 October 2020; Accepted: 10 November 2020; Published: 12 November 2020
Abstract:
Social media has revolutionized the way businesses interact with consumers. This study investigates the impact of social media on consumer buying behavior in the fashion industry of Pakistan. Using a quantitative research approach, data was collected from 385 respondents through an online survey. The findings reveal that social media significantly influences consumer purchasing decisions, particularly among younger demographics. Platforms like Facebook, Instagram, and YouTube play a crucial role in shaping brand perception and driving sales.
Keywords:
social media; consumer behavior; fashion industry; Pakistan; digital marketing