Social Media Shaping Brand Consciousness and Purchase Intention of Fashion Consumers

Zainab  Shafaat; Hafiza Saadia  Shareef; Farzana  Kishwar; Maham  Aleem

doi:10.54692/ajss.2020.411022

Zainab Shafaat Department of Fashion Design, Punjab Tianjin University of Technology, Lahore, Pakistan.
Hafiza Saadia Shareef Lahore Garrison University Lahore, Pakistan.
Farzana Kishwar Government College for Women Baghbanpura, Lahore, Pakistan.
Maham Aleem Department of Home Economics, Lahore Garrison University, Lahore, Pakistan.

DOI: https://doi.org/10.54692/ajss.2020.411022

Keywords: Social Media, Brand Consciousness, Purchase Intention, Fashion Consumer

Abstract

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.