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Empirical Investigation of Social Media Marketing Activities on Online Buying Behavior with Mediation of Fashion Consciousness and Moderation of Digital Fashion Influencer
(UMT, Lahore, 2023) Maroof Hamid
Social media helps individuals and companies to develop pages on its platforms to upsurge and attain opportunities of business, it also facilities the online events. The study empirically investigates how social media marketing activities (SMMA) affect online buying behavior through mediation of fashion consciousness and moderation of digital fashion influencer. To investigate the impact of variables, data was collected from 504 respondents through personal visits and structured questionnaire by online. Firstly, SPSS is used for descriptive statistics. Secondly, SamrtPLS-4 is used for inferential statistics and hypotheses tests. Findings suggest the direct effects, indirect effect of SMMMA on online buying behavior through fashion consciousness and moderations of digital fashion influencer. Results show significance among direct relationships and indirect relationship (Mediation). Furthermore, results show insignificance for the moderation among relations. Findings purposed the significance and insignificance of pre-determined variables, while the implication based on these empirical results will help apparel sector of Pakistan to select effective online marketing strategies to engage online customers at optimal level for profit maximization.