Impact of Social Media and Television Advertising on Consumers’ Purchase Intention- A Study on Clothing Brands of Pakistan

Abstract

Purpose:

This research study is being conducted with the aim of understanding the impact of two most powerful media tools i.e. Television & Social Media, on the purchase intention of Female consumers in Pakistan. The research primarily concerns the clothing brands and to understand the influence of advertising and its impact by gaining the consumer insights from Target Audience.

Methodology:

For data collection, pre-established constructs have been adopted from published study with reliabilities and distributed among 200 respondents using convenience (non-probability) sampling technique.  The constructs used are tested through descriptive analysis, carried out on SPSS. Further the output related to the impact of these factors has been analyzed through Simple Linear Regression Analysis.  Significance of the Hypotheses has been tested by using F-test.

Findings:

The results of the study indicate that both social media and Television advertising have a significant positive impact on consumers’ Purchase Intention, however the findings specify that social media has greater impact in comparison to that of TV.

Conclusion:

This study aims at gathering consumer insights on impact of advertising, rather than looking at it through marketers’ perspective. This will help the marketers’ and Clothing brands in Pakistan to improvise their advertising plans by keeping in view the perception of consumers towards advertising. Also, it will contribute towards the development of favorable marketing strategies; such that cater to the needs of the customers and leads to the creation of brand experience that supersedes the expectations of their clients Moreover, the study can be taken further, by checking the impact of other media tools and including both genders in the population.