Open AccessSocial Media Shaping Brand Consciousness and Purchase Intention of Fashion Consumers
Author(s) -
Zainab Shafaat,
Hafiza Saadia Shareef,
Farzana Kishwar,
Maham Aleem
Publication year - 2020
Publication title -
academic journal of social sciences
Language(s) - English
Resource type - Journals
eISSN - 2521-0149
pISSN - 2519-7983
DOI - 10.54692/ajss.2020.04011022
Subject(s) - clothing , social media , advertising , psychology , consciousness , social consciousness , business , political science , neuroscience , law
This study was designed to explore the role of social media in brand consciousness and purchase intention of young and old fashion consumers. Social media has significant impact on consumers as individuals. The major purpose of this research was to gain in depth information of social media. Phenomenological research design was used to explore the viewpoint of young and old fashion consumers regarding the impact of 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 students of a private university, schoolteachers and businessmen. We found out that on average most of the users spend 1 to 6 hours on social media each day. Fashion consumers of young age group are more brand conscious because they are more motivated to purchase clothes that have branded names or logos.