The Relationship of Social Media with Fashion Consciousness and Consumer Buying Behavior
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Published:
Apr 11, 2024
Keywords:
Consumer, Purchase Behavior, Social Media, Fashion Consciousness
Main Article Content
Abstract
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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How to Cite
The Relationship of Social Media with Fashion Consciousness and Consumer Buying Behavior. (2024). Journal of Management Info, 1(2), 12-20. https://doi.org/10.31580/jmi.v2i1.4
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Research Article
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How to Cite
The Relationship of Social Media with Fashion Consciousness and Consumer Buying Behavior. (2024). Journal of Management Info, 1(2), 12-20. https://doi.org/10.31580/jmi.v2i1.4
References
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Bakewell, C., Mitchell, V.W., & Rothwell, M. (2006). UK generation Y male fashion consciousness. Journal of Fashion Marketing and Management, 10(2), 169–80.
Chowdhary, U. (1988) Self-esteem age identification, and media exposure of the elderly and their relationship to fashion. Clothing and TextilesResearch Journal, 7, 23–30.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of
online feedback mechanisms. Management Science, 49(10), 1407-1424.
D’aveni, R. (2010). Fashion conscious: Lessons in commoditization from the fashion industry. Ivey Business Journal, 74 (2), 1–4.
Greco, A.J. & Paksoy, C.H. (1989) Profiling the mature fashion-conscious apparel shopper. Akron Business and Economic Review, 20, 7–23.
East R, Wright M, Vanhuele M, (2008). Consumer Behaviour: Applications in marketing.
London: SAGE.
Evans M, Jamal A, Foxall G, (2009). Consumer behaviour. 2nd ed. John Wiley & Sons
Ltd.
Euro RSCG Worldwide (2010)b, The Emergence of the New Consumer, Prosumer Report, volume 11, summer 2010;
http://www.eurorscgco.com/Upload/Actualites/CPEtudeCri
seetConsommation.pdf;
Hitwise, (2011). Online social networking market share. Retrieved 2012-05-10 from
http://www.hitwise.com/uk/press-centre/press-releases/google-increases-market-shareof-
uk-searches/
Kardes F.R, Cronley M.L, Cline T.W, (2011). Consumer Behaviour. South-Western.
Jonas vor dem Esche, (2013) “German social media consumer reportâ€.
Kaiser, S.B. & Chandler, J.L. (1984) Fashion alienation: older adults and the mass media. International Journal of Aging and Human Development, 19, 203–221.
K. Burke. As consumer attitudes shift, so must marketing strategies. 2003.
Kar, M. (2010), Consumer behaviour over the last 25 years, Oxirm Research Themes, Oxford Institute of Retail Management, The Retail Digest, pp 46-53;
Kozinets, R. (2010), The Field Behind the Screen: Using Netnography For Marketing Research in Online Communities, Journal of Marketing Research, Number 39, pp. 61-72;
Lumpkin, J.R. (1985) Shopping segmentation of the elderly consumer. Journal of Academy of Marketing Science, 13, 68–69.
Meenakshi Handa, Arpita Khare (2013). Gender as a moderator of the relationship between
materialism and fashion clothing involvement among Indian youth. International Journal of
Consumer Studies 37, 112–120
Mohammad Reza Iravania*, Kazem Ghojavanda, Faezeh Taghipourb and Yosef Masomi, (2012). “A social work study on the relationship between personality traits, prestige sensitivity, and fashion consciousness of Iranian studentsâ€, Growing Science Ltd.
OTX research (2008). Impact of social media on purchasing behavior. Retrieved 2012-
04-10 from http://174.133.170.120/files/DEIStudyEngaging%20ConsumersOnline-
Summary.pdf
P. DiMaggio and H. Louch. Socially embedded consumer transactions: for what kinds of purchases do people most often use networks? Amer. Soc. Rev., 63(5):619–637, 1998.
Richards, E.A. & Sturman, S.S. (1977) Life style segmentation in apparel marketing. Journal of Marketing, 41, 89–91.
Ross, S. (2000) Senior webizens. Brandweek, 41, 46. Schewe, C. & Noble, S. (2000) Market segmentation by cohorts: the value and validity of cohorts in America and abroad. Journal of Marketing Management, 16, 129–142.
Summers, J.O. (1970) The identity of women’s clothing fashion opinion leaders. Journal of Marketing Research, 7, 178–185.
Silverman, G. (2001). The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential
Sales Through Runaway Word-of-Mouth. New York: American Marketing Association.
Solomon, M., Bamossy, G., Askegaard, S., and Hogg, M. (2010). Consumer Behavior:
Buying: A European Perspective. 4rd ed., Financial Times Press.
Sascha Armutat, Christiane Geighardt-Knollmann, Lena Steinhäuser (2012), DGFP-Kurzumfrage – Social Media am Arbeitsplatz?, Deutsche Gesellschaft für Personalentwicklung e.V., http://static.dgfp.de/assets/empirischestudien/DGFP-KurzumfrageSocialMedia.pdf,
page visit from December 28, 2012.
T. Hennig-Thurau, K. Gwinner, G. Walsh, and D. Gremler. Electronic word-of-mouth via consumer-opinion platforms:
What motivates consumers to articulate themselves on the Internet? J. of Interactive Marketing, 18(1):38–52, 2004.
Bagozzi, R.P, (2007). The legacy of the technology acceptance model and a proposal
for a paradigm shift. Journal of the Association of Information System. Vol. 8, Nr 4.
Bennett P, (1989). Dictionary of marketing terms. McGraw-Hill.
Bernoff, J., & Li, C. (2008). Harnessing the power of the oh-so-social web. MIT Sloan
Management Review, 49(3), 36-42.
Blackwell R.D, Miniard P.W, Engel J.F, (2001). Consumer behaviour. 9th ed. Manson,
OH: South-Western.
Blythe J. (2008). Consumer Behaviour. THOMSON.
Back, K.W. (1985). Modernism and fashion: A social psychological interpretation. Lexington, MA: Lexington Books.
Barak, B. & Gould, S. (1985) Alternative age measures: a research agenda.vIn Advances in Consumer Research, Vol. 12 (ed. by E. Hirschman & M. Holbrook), pp. 53–58. Association for Consumer Research, Ann Arbor, MI.
Bakewell, C., Mitchell, V.W., & Rothwell, M. (2006). UK generation Y male fashion consciousness. Journal of Fashion Marketing and Management, 10(2), 169–80.
Chowdhary, U. (1988) Self-esteem age identification, and media exposure of the elderly and their relationship to fashion. Clothing and TextilesResearch Journal, 7, 23–30.
Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of
online feedback mechanisms. Management Science, 49(10), 1407-1424.
D’aveni, R. (2010). Fashion conscious: Lessons in commoditization from the fashion industry. Ivey Business Journal, 74 (2), 1–4.
Greco, A.J. & Paksoy, C.H. (1989) Profiling the mature fashion-conscious apparel shopper. Akron Business and Economic Review, 20, 7–23.
East R, Wright M, Vanhuele M, (2008). Consumer Behaviour: Applications in marketing.
London: SAGE.
Evans M, Jamal A, Foxall G, (2009). Consumer behaviour. 2nd ed. John Wiley & Sons
Ltd.
Euro RSCG Worldwide (2010)b, The Emergence of the New Consumer, Prosumer Report, volume 11, summer 2010;
http://www.eurorscgco.com/Upload/Actualites/CPEtudeCri
seetConsommation.pdf;
Hitwise, (2011). Online social networking market share. Retrieved 2012-05-10 from
http://www.hitwise.com/uk/press-centre/press-releases/google-increases-market-shareof-
uk-searches/
Kardes F.R, Cronley M.L, Cline T.W, (2011). Consumer Behaviour. South-Western.
Jonas vor dem Esche, (2013) “German social media consumer reportâ€.
Kaiser, S.B. & Chandler, J.L. (1984) Fashion alienation: older adults and the mass media. International Journal of Aging and Human Development, 19, 203–221.
K. Burke. As consumer attitudes shift, so must marketing strategies. 2003.
Kar, M. (2010), Consumer behaviour over the last 25 years, Oxirm Research Themes, Oxford Institute of Retail Management, The Retail Digest, pp 46-53;
Kozinets, R. (2010), The Field Behind the Screen: Using Netnography For Marketing Research in Online Communities, Journal of Marketing Research, Number 39, pp. 61-72;
Lumpkin, J.R. (1985) Shopping segmentation of the elderly consumer. Journal of Academy of Marketing Science, 13, 68–69.
Meenakshi Handa, Arpita Khare (2013). Gender as a moderator of the relationship between
materialism and fashion clothing involvement among Indian youth. International Journal of
Consumer Studies 37, 112–120
Mohammad Reza Iravania*, Kazem Ghojavanda, Faezeh Taghipourb and Yosef Masomi, (2012). “A social work study on the relationship between personality traits, prestige sensitivity, and fashion consciousness of Iranian studentsâ€, Growing Science Ltd.
OTX research (2008). Impact of social media on purchasing behavior. Retrieved 2012-
04-10 from http://174.133.170.120/files/DEIStudyEngaging%20ConsumersOnline-
Summary.pdf
P. DiMaggio and H. Louch. Socially embedded consumer transactions: for what kinds of purchases do people most often use networks? Amer. Soc. Rev., 63(5):619–637, 1998.
Richards, E.A. & Sturman, S.S. (1977) Life style segmentation in apparel marketing. Journal of Marketing, 41, 89–91.
Ross, S. (2000) Senior webizens. Brandweek, 41, 46. Schewe, C. & Noble, S. (2000) Market segmentation by cohorts: the value and validity of cohorts in America and abroad. Journal of Marketing Management, 16, 129–142.
Summers, J.O. (1970) The identity of women’s clothing fashion opinion leaders. Journal of Marketing Research, 7, 178–185.
Silverman, G. (2001). The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential
Sales Through Runaway Word-of-Mouth. New York: American Marketing Association.
Solomon, M., Bamossy, G., Askegaard, S., and Hogg, M. (2010). Consumer Behavior:
Buying: A European Perspective. 4rd ed., Financial Times Press.
Sascha Armutat, Christiane Geighardt-Knollmann, Lena Steinhäuser (2012), DGFP-Kurzumfrage – Social Media am Arbeitsplatz?, Deutsche Gesellschaft für Personalentwicklung e.V., http://static.dgfp.de/assets/empirischestudien/DGFP-KurzumfrageSocialMedia.pdf,
page visit from December 28, 2012.
T. Hennig-Thurau, K. Gwinner, G. Walsh, and D. Gremler. Electronic word-of-mouth via consumer-opinion platforms:
What motivates consumers to articulate themselves on the Internet? J. of Interactive Marketing, 18(1):38–52, 2004.