Abstract
Social media marketing has provided easy access to consumers. Luxury brands frequently
keep posted their collections and proceedings on social media with the aim to save
interest, engagement, create awareness as well as shape loyalties. This research is
conducted in three randomly selected cities of Pakistan. The population of this research
study involves all females aged 18 to 35 years and residing in Lahore, Karachi and
Islamabad. A multistage random sampling technique was used; a representative sample of
350 women social media users was interviewed. Results show that the most relevant
factors that seem to be affecting consumer buying behavior are social media marketing.
The chi-square test showed that there is an association between social media usage and
buying behavior. Regression analysis accepts the hypothesis that women buying behavior
is dependent on social media marketing as well. So it is concluded that women buying
behavior is influenced by social media marketing.
Malik Adnan, Zahid Yousaf, Muhammad Qamar Zaman Babar, Sher Muhammad Malik. (2020) Social Media Marketing and Emergence of Aspirational Brand Luxury: Female Consumers’ Buying Behavior in Pakistan, Pakistan Journal of Commerce and Social Sciences, Volume 14, Issue 1.
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