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

Sobia Siddique; Muhammad Rashidi

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

Sobia Siddique * §

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Muhammad Zaki Rashidi

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§ SZABIST university

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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 With increasing social mobility the street trends are going to be outdated, consumers want to be socially accepted and for this following the latest trends through latest sources such as social media.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.

References

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Sobia Siddique, Muhammad Zaki Rashidi. 2015. "Influence of Social Media on Brand Consciousness: A Study of Apparel in Karachi". Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 15 (GJMBR Volume 15 Issue 26 (E6)).

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GJMBR Volume 15 Issue 26 (E6)

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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

Classification

GJMBR-E Classification FOR Code: L82

M00

Submission ReceivedFebruary 7, 2015
Peer Review Double Blind
Handling Editor
Accepted March 5, 2015
Published June 15, 2015

Version of record

v1.2

Issue date

June 15, 2015

Language

English

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Article Matrices

Total Score: 102

Country: Pakistan

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Sobia Siddique, Muhammad Zaki Rashidi (PhD/Dr. count: 0)

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Publish Date: 2015 06, Mon

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