Open AccessTHE SOCIAL MEDIA SHAPING BRAND CONSCIOUSNESS AND THE PURCHASE INTENTION OF FASHION CONSUMERS
Author(s) -
Zainab Shafaat,
Farzana Kishwa,
Abdul Khaliq Alvi
Publication year - 2020
Publication title -
journal of social research development
Language(s) - English
Resource type - Journals
eISSN - 2788-8339
pISSN - 2788-8320
DOI - 10.53664/jsrd/01-01-2020-03-30-45
Subject(s) - clothing , social media , advertising , psychology , consciousness , social consciousness , point (geometry) , business , political science , neuroscience , law , geometry , mathematics
This study was designed to explore the role of the social media in brand consciousness and purchase intention of young and old fashion consumers. Social media has significant impact on the consumers as individual. The major purpose of this research was to gain in the depth information of social media. Phenomenological research design was used to explore the view point of the young and old fashion consumers regarding the impact of the social media towards brand consciousness and purchase intention. Data for this research was collected from hundred participants between the range of 18 to 30 and 31 to 50 years. The researcher gathered information from the students of a private university, school teachers and business men. We found out that on average most of the users spend 1 to 6 hours on the social media each day. Fashion consumers of young age group are more brand conscious because they are more motivated to purchase the clothes that have branded names or logos.