The Relationship of Social Media with Fashion Consciousness and Consumer Buying Behavior

Muhammad Shafiq Gul,Hamid Shahzad

doi:10.31580/jmi.v2i1.4

Abstract

with Fashion Consciousness and Consumer Purchase (Buying Behavior). Students of Higher Educational institutes of Karachi were the targeted population of the study. A convenience sampling strategy was adopted for the collection of data. The proposed study uses standardized questionnaire and 300 questioners were distributed among respondents randomly and got back 262 responses. The results of the study indicated that there is a weak significant relationship between Social Media and Fashion Consciousness, so as between Social Media and Consumer Purchase Behavior. However results of the study do not align with the statement that Customers spend more than Rs. 4000 per shopping trip.

Highlights

Overview Social media denotes to the means of communications among people in which they create, share, and exchange information and ideas in virtual communities and networks (Halonen & Heinonen, 2008).According to Andreas Kaplan and Michael Haenlein who define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” .( Haenlein Michael, (2010))social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content
As our sample consisted upon random individuals the results have a high validity and Consumers believe in seeking value for money as they shop often but spend less per shopping trip indicating a lack of willingness to buy premium brands
The study was mainly focused on the influence of Social Media on Fashion Consciousness and Consumer Behavior

Summary

Introduction

Overview Social media denotes to the means of communications among people in which they create, share, and exchange information and ideas in virtual communities and networks (Halonen & Heinonen, 2008).According to Andreas Kaplan and Michael Haenlein who define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” .( Haenlein Michael, (2010))social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. Allowing individuals to advertise themselves and market their products has brought a new life to the business world and a large number of small businesses have emerged with a lot of local prominence and have proven highly successful and this has brought a total new dynamic to the fashion industry and the way it is impacting consumer and the fashion consciousness is remarkably high each brand of apparel has its own social media page that runs a sheer marketing campaign focused on gaining the market share and orders from customers. The results indicated that consumers’ dependency on social media is in its preliminary phase with mostly depending on social media for their prepurchase fashion trend research. Despite this fact, the impact of social media is still considerable and is growing.

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Conclusion