Abstract
ABSTRACT Digital technologies have changed millennials’ consumer behaviour from traditional to innovative perspectives in the context of the Pakistani fashion industry. The study aimed to investigate the influence of fashion blogs on millennial consumer purchasing behaviour. The study adopted the Technology Acceptance Model (TAM) by considering; perceived usefulness, perceived ease of use, ikperceived social influence, perceived influencer credibility, and fashion innovativeness as research variables. A Survey of 300 responses was collected through convenience sampling. The study findings indicated that attitude towards fashion blogs, perceived usefulness, perceived social influence, and perceived influencer credibility were significant predictors of the purchase intention of millennials. The study will help marketers and managers to develop appropriate strategies to improve the purchasing behaviour of fashion consumers.
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