Impact of Social Media on Women Buying Behavior Towards Textile Sector

  • Afreen Essani Jinnah University for Women, Karachi
  • Arfa Shahbuddin Jinnah University for Women, Karachi
  • Munazza Zubair Jinnah University for Women, Karachi
  • Rohma Siddiqui Jinnah University for Women, Karachi
  • Sunaina Arshad Jinnah University for Women, Karachi
  • Anam Qamar Jinnah University for Women, Karachi

Abstract

In era of technology, social media has brought a dynamic alteration in trade, hence has forced the marketers to contemplate on techniques to use it effectively. This research intends to observe the influence of brand awareness and word-of-mouth on the purchase decision of women in Pakistan. The data was collected through a survey, which consisted of 200 female respondents of all ages and socio-economic classes who used social media. Regression was used for the data analysis with the help of SPSS version 19.0. It was evident from the results that there is a positive impact of brand awareness and word of mouth on the buying behavior of Pakistani female customers. Based on the findings, this study can be helpful for the enterprises who are willing to better their promotions.

Author Biographies

Afreen Essani, Jinnah University for Women, Karachi

Students of Department of Business Administration

Arfa Shahbuddin, Jinnah University for Women, Karachi

Students of Department of Business Administration

Munazza Zubair, Jinnah University for Women, Karachi

Students of Department of Business Administration

Rohma Siddiqui, Jinnah University for Women, Karachi

Students of Department of Business Administration

Sunaina Arshad, Jinnah University for Women, Karachi

Students of Department of Business Administration

Anam Qamar, Jinnah University for Women, Karachi

Lecturer Department of Business Administration

Published
2017-05-09
How to Cite
ESSANI, Afreen et al. Impact of Social Media on Women Buying Behavior Towards Textile Sector. RADS Journal of Social Sciencess & Business Management, [S.l.], v. 4, n. 1, p. 51-63, may 2017. ISSN 2311-5963. Available at: <http://jssbm.juw.edu.pk/index.php/jssbm/article/view/29>. Date accessed: 17 dec. 2017.