The Impact of Social Media on Fashion Industry: Empirical Investigation from Karachiites

Journal of Resources Development and Management, Vol. 7, 2015: ISSN 2422-8397

8 Pages Posted: 8 May 2015

See all articles by Nawaz Ahmad

Nawaz Ahmad

RTS (Research, Trainings, and Solutions); Institute of Business Management (IoBM)

Atif Salman

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST)

Rubab Ashiq

IQRA University

Date Written: April 30, 2015

Abstract

This study is an attempt to investigate the impact of social media on fashion industry as social media is getting very much in and within the past decade a remarkable development has been witnessed. Businesses are using social media as a promotional tool. Fashion industry is one of the businesses where frequent changes occur and social media is the most convenient and cheapest mean to communicate. Based on convenience sampling, five organizations were selected and a sample of 130 respondents was obtained which had two variables i.e. Social media and Fashion industry which further defused into four sub variables each.Reliability of the questionnaire fell within the acceptable band. As a preliminary investigation, correlation between the variables is obtained which is 45.4% and significant at 1% confidence level. Further, the results obtained through regression shows that social media is a significant predictor of fashion industry.

Keywords: Social media, Fashion industry, Face book

JEL Classification: C12, L82

Suggested Citation

Ahmad, Nawaz and Salman, Atif and Ashiq, Rubab, The Impact of Social Media on Fashion Industry: Empirical Investigation from Karachiites (April 30, 2015). Journal of Resources Development and Management, Vol. 7, 2015: ISSN 2422-8397. Available at SSRN: https://ssrn.com/abstract=2603275

Nawaz Ahmad (Contact Author)

RTS (Research, Trainings, and Solutions) ( email )

9th Nishat Lane, DHA 6
9th Nishat Lane, DHA 6
Karachi, Sindh 75500
Pakistan
00923009292422 (Phone)

Institute of Business Management (IoBM) ( email )

Plot # 84
Korangi Creek
Karachi, Sindh 75190
Pakistan

HOME PAGE: http://www.faculty.iobm.edu.pk/staff/nawaz-ahmad/

Atif Salman

Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST) ( email )

90 and 100 Clifton
Karachi, ISLAMABAD 75600
Pakistan

Rubab Ashiq

IQRA University

Defence View
Shaheed-e-Millat Road (Ext.)
Karachi, Sindh 75500
Pakistan

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