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Influence of Social Media on Consumer behavior- Decision making process of Fashion Apparels in Lahore City

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Author: HUMA RANA

Citable URI : https://vspace.vu.edu.pk/detail.aspx?id=99

Publisher : Virtual University of Pakistan

Date Issued: 10/13/2015 12:00:00 AM

Abstract

With the advent of social media many consumers have changed the way they seek and process information for their decisions. Social media, due to its features seems to have growing influence on consumers’ buying decision process. As with the number of social media users escalating, businesses are also engaging more with it. Its convenience of use, interactivity and accessibility makes it most cost effective tool. Fashion industry in Pakistan is also flourishing. In this study researcher is trying to explore the impact of social media on consumer buying behavior and decision making process for fashion apparels in one of the major cities of Pakistan (Lahore City). This study, being an explanatory research based on extensive literature review, has tried to study the influence of social media on consumer behavior decision-making process. Primary data was collected through questionnaires survey with the sample size of 350; respondents belong to the Lahore city. Data was collected from main markets, constituted in nine geographical areas of the city Lahore. Data from the survey was statistically analyzed by using Pearson product correlation and Regression analysis. Results indicated important findings about the influence of social media to the each individual phase of consumer decision making process. Positive correlation was found between variables of study, which means social media do influence the consumer decision making behavior at each stage with a differing degree. The findings of this study provided valuable insights for academic practitioners and fashion clothing marketers into consumers decision making practices in terms of fashion apparels of the residents of Lahore. Moreover it also provides a basis for academic practitioners for investigating new upcoming phenomena influencing the original studies of consumers’ decision making process.


URI : https://vspace.vu.edu.pk/details.aspx?id=99

Citation: Rana, H. (2015). Influence of Social Media on Consumer behavior- Decision making process of Fashion Apparels in Lahore City. Virtual University of Pakistan, (Lahore, Pakistan).

Version : Final Version

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