English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Article history: Received: February 3, 2019 Received in revised format: March 10, 2019 Accepted: March 26, 2019 Available online: March 26, 2019 The main objective of this study is to explore and investigate the impact of social network marketing on purchase intention of female’s consumers in fashion apparel and how it is affected by mediating role of brand engagement and consumer motivation. Deductive approach is used to determine the variables influencing purchase intention of female fashion apparel’s consumer. The study is conducted in Karachi, the hub of Pakistan’s economy. A total 150 questionnaires were distributed using random sampling technique among females of Karachi, out of which 127 responded. Data is analyzed using mean, frequencies and standard deviation with the help of SPSS. The study reports that social network marketing was significantly associated with consumer purchase intention. The study further reveals that brand engagement and customer motivation act as a partial mediator on how social network marketing impact on purchase intention of females’ fashion apparels. © 2019 by the authors; licensee Growing Science, Canada

The impact of social network marketing on consumer purchase intention in Pakistan: A study on female apparel