Articlediamond2018

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

26 citations0/0 files storedJournal of Management Info

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Consumer Perception and Purchasing Behavior Digital Marketing and Social Media Consumer Behavior and Marketing Influence

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.

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References

2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms 2007The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift.2010Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention 1998Socially Embedded Consumer Transactions: For What Kinds of Purchases Do People Most Often use Networks?1995Dictionary of marketing terms 2010Harnessing the power of the oh-so-social web

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