The Relationship of Social Media with Fashion Consciousness and Consumer Buying Behavior
DOI:
https://doi.org/10.31580/jmi.v2i1.4Keywords:
Consumer, Purchase Behavior, Social Media, Fashion ConsciousnessAbstract
with Fashion Consciousness and Consumer Purchase (Buying Behavior). Students of Higher Educational institutes of Karachi were the targeted population of the study. A convenience sampling strategy was adopted for the collection of data. The proposed study uses standardized questionnaire and 300 questioners were distributed among respondents randomly and got back 262 responses. The results of the study indicated that there is a weak significant relationship between Social Media and Fashion Consciousness, so as between Social Media and Consumer Purchase Behavior. However results of the study do not align with the statement that Customers spend more than Rs. 4000 per shopping trip.
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