Impact of Social Media on Women Buying Behavior Towards Textile Sector
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.
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
