AN EMPIRICAL STUDY OF FACTORS EFFECTING CONSUMER PURCHASE INTENTION : A CASE FROM PAKISTAN

Social media marketing is a significant marketing technique. Social media applications have empowered unprecedented advancement in human correspondence in current conditions. In previous studies the researchers check the effect of social media on customer purchase intention, but now the aim of this study is to focus how social media marketing activities, in specifically Facebook page of retail clothing brand effect the brand equity, brand loyalty, brand awareness and customer purchase intention. This study has taken from Junaid Jamshed�s J. as the retail clothing brand in Pakistan, selected on the basis of its reputation and 150 questionnaires to be filled from the customers. Hierarchical Multiple Regression analysis is applied as the methodology of the research using SPSS 22. This study offers empirical evidence of its relationship between factors that have a great impact on the consumer purchase intention when purchasing the clothes brand in the retail clothing market.

1.  UEU-Proceeding-22928-14_0109.pdf - 520 KB

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