Empirical Investigation of Social Media Marketing Activities on Online Buying Behavior with Mediation of Fashion Consciousness and Moderation of Digital Fashion Influencer
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Date
2023
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Publisher
UMT, Lahore
Abstract
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.