Influence of Social Media on Brand Consciousness: A Study of Apparel in Karachi

Sobia Siddique; Muhammad Zaki Rashidi

Authors

Sobia Siddique
Muhammad Zaki Rashidi

Keywords:

brand consciousness, social media sites, consumer generated sites, user generated contents, blogs, media sharing and social network sites

Abstract

The world is moving at a fast pace, everything changes quickly. Now a day people love to being brand conscious due to meet their circle status. With increasing social mobility the street trends are going to be outdated, consumers want to be socially accepted and for this following the latest trends through latest sources such as social media. The subsequent paper endeavors to gauge the influence of social media on brand consciousness: a case of apparel in Karachi. The research objective is find out the influence of social media, its usage pattern and also studying the brand consciousness in terms of demographics of respondents. For achieving these objectives types of social media sites are considered such as blogs, media sharing & social network sites. The survey was conducted in Karachi. The findings of regression analysis unveil that social networks negatively related to brand consciousness while blogs and media sharing are positively related. Further the research need to be carried out over large geographical area and sample.

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How to Cite

Influence of Social Media on Brand Consciousness: A Study of Apparel in Karachi. (2015). Global Journal of Management and Business Research, 15(26), 9-23. https://journalofbusiness.org/index.php/GJMBR/article/view/

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