Social Media Marketing and Consumer Purchase Intention - Phenomenological Study on Women Fashion Apparel in Karachi

Sanaa Hafeez Sheikh; Sundas Rauf; Ayman Taj; Asadullah Lakho

doi:10.52633/jms.v5i3.341

Authors

Sanaa Hafeez Sheikh Iqra University, Karachi Pakistan. Author
Sundas Rauf Chongqing University, China. Author
Ayman Taj Hamdard University, Karachi, Pakistan. Author
Asadullah Lakho Iqra University, Karachi, Pakistan. Author

DOI:

https://doi.org/10.52633/jms.v5i3.341

Keywords:

Social Media Marketing, Perceived Risk, Consumer Purchase Intention, Phenomenology, Apparel Industry

Abstract

This study aims to add to the existing knowledge of the key components of social media marketing and their influence on client buying intent. Following a detailed examination of the relevant literature, six primary criteria (Social influence, Informativeness, Perceived risk, Product Evaluation, Informativeness, and Behavioral Responses) emerged as major predictors of purchase intention. The procedure for the research was inductive, as it required interviewing and observing. This study is exploratory qualitative research based on a phenomenology study. Through in-depth semi-structured interviews, the individual experiences were evaluated to understand how social media marketing affected their purchase intent, leading to a purchase decision. With the participation of interview subjects, novel themes, and connections were built and validated in qualitative research. The target population for this research was females from all walks of life who use social media and indulge in purchasing fashion apparel while following the fashion trends on social networking websites. According to the qualitative-focused interviews, Social Influence, Informativeness, Perceived Risk, Product Evaluation, Informativeness, and Behavioral Responses affected women's fashion apparel purchasing intentions. In conclusion, there is a considerable link between social media advertising and customer purchase intent. The generalizability of the research findings is constrained since this article is qualitative. Furthermore, the social media advertisement's impact on consumer purchase intention only looked at women's fashion apparel in Karachi. This field can be further explored by examining the concept in various cities. This paper presented many aspects that can be verified using a quantitative method. As a result, this study adds to the body of information on factors influencing purchasing intent, which leads to actual purchase decisions.

Author Biographies

Sanaa Hafeez Sheikh, Iqra University, Karachi Pakistan.

Lecturer, Department of Business Administration, Iqra University, Karachi Pakistan.
Sundas Rauf , Chongqing University, China.

IMBA, School of Economics and Business Administration, Chongqing University, China.
Ayman Taj, Hamdard University, Karachi, Pakistan.

Assistant Director, ORIC, Hamdard University, Karachi, Pakistan
Asadullah Lakho, Iqra University, Karachi, Pakistan.

Lecturer, Department of Business Administration, Iqra University, Karachi, Pakistan.

ORCID: https://orcid.org/0000-0001-6772-8555

References

Ajzen. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, N.J: Prentice-Hall.

Ajzen, I. (2005). Attitudes, personality, and behavior (2nd ed). Milton-Keynes, England: Open University Press / McGraw-Hill.

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and informatics, 34(7), 1177-1190.

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International journal of information management, 42, 65-77.

Beldad, A., De Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in human behavior, 26(5), 857-869.

Berthon, P., Pitt, L., & Campbell, C. (2008). Ad lib: When customers create the ad. California Management Review, 50(4), 6-30.

Bhattacherjee, A., & Sanford, C. (2006). Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model. MIS Q., 30, 805-825.

Birkinshaw, J., Brannen, M. Y., & Tung, R. L. (2011). From a distance and generalizable to up close and grounded: Reclaiming a place for qualitative methods in international business research. Journal of International Business Studies, 42, 573-581.

Boyce, C., & Neale, P. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input (Vol. 2). Watertown, MA: Pathfinder International.

Brandwatch. (2019, December 30). 126 Amazing Social Media Statistics and Facts. Retrieved from Brandwatch: https://www.brandwatch.com/blog/amazing-social-media-statistics-and-facts/#section-2

Broadbandsearch. (2021, April 25). Average time spent daily on social media. Retrieved from Broadband Search: https://www.broadbandsearch.net/blog/average-daily-time-on-social-media

Camarero, C., & San José, R. (2011). Social and attitudinal determinants of viral marketing dynamics. Computers in Human Behavior, 27(6), 2292-2300.

Creswell, J. (2003). Research Design. In Creswell, Qualitative, Quantitative, and Mixed Methods Approaches. Thousand Oaks, CA: Sage Publications.

Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.

Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 51-90.

Guba, E. G. (1981). Criteria for assessing the trustworthiness of naturalistic inquiries. Ectj, 29(2), 75-91.

Gershoff, Andrew , D., & Johar, G. (2006). Do You Know Me? Consumer Calibration of Friends' Knowledge. Journal of Consumer Research, 32, 496–503.

Gunawan, D. D., & Huarng, K. H. (2015). Viral Effects of social networks and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237-2241.

Han, H., Xu, H., & Chen, H. (2018). Social commerce: A systematic review and data synthesis. Electronic Commerce Research and Applications, 30, 38-50.

Hendricks, D. (2021, January 22). Complete History of Social Media: Then And Now. Retrieved from Small Business Trends: https://smallbiztrends.com/2013/05/the-complete-history-of-social-media-infographic.html

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52.

Horn, D. (2006). Consumer-based assessment of product creativity. A review and reappraisal. Human Factors and Ergonomics in Manufacturing, 155–175.

Hsieh, H. F., & Shannon, S. E. (2005a). Qualitative Health Research, Vol. 15 No. 9, 1277-1288.

Hsieh, H. F., & Shannon, S. E. (2005b). Three approaches to qualitative content analysis. Qualitative health research, 15(9), 1277-1288.

Irshad, M., & Ahmad, M. S. (2019). Impact of Consumers' Online Motivations on the Online Purchase Intentions: Mediating Role of Consumers' Attitudes towards Social Media Marketing. Business and Economic Review, 11(3), 89-111.

Jummani, M. O., & Shaikh, S. (2019). Social Media Marketing: Prospects and Opportunities for Small and Medium Enterprises. Journal of Marketing Strategies, 1(1), 63-83.

Kautish, P., & Khare, A. (2022). Antecedents of sustainable fashion apparel purchase behavior. Journal of Consumer Marketing, 39(5), 475-487.

Kempe, D., Kleinberg, J., & Tardos, É. (2003, August). Maximizing the spread of influence through a social network. In Proceedings of the ninth ACM SIGKDD international conference on Knowledge discovery and data mining (pp. 137-146).

Kenyon, G., & Sen, K. (2012). A model for assessing consumer perceptions of quality. International Journal of Quality and Service Sciences, 4(2), 175-188.

Kim, A. J., & Ko, E. (2010). Impacts of Luxury Fashion Brand’s social media marketing on customer relationship and purchase intention. Journal of Global fashion marketing, 1(3), 164-171.

Kim, H., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust? Electronic Commerce Research and Applications, 11(3), 241-252.

Lester, S. (1999). An introduction to phenomenological research ’ Taunton UK, Stan Lester Developments. Retrieved from www.sld.demon.co.uk/resmethy.pdf

Li, C. & Bernoff, J. (2010) Groundswell: Winning in a World Transformed by Social Technologies. Boston, MA: Harvard Business Press.

Limbu, Y. B., Wolf, M., & Lunsford, D. L. (2011). Consumers' perceptions of online ethics and its effects on satisfaction and loyalty. Journal of research in interactive marketing, 5(1), 71-89.

Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164-179.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.

Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40, 67 – 72.

McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35-59.

Moskell, C., & Allred, S. B. (2013). Residents’ beliefs about responsibility for the stewardship of park trees and street trees in New York City. Landscape and urban planning, 120, 85-95.

Oden, N., & Larsson, R. (2011). What makes a marketing campaign a viral success? A descriptive model exploring the mechanisms of viral marketing. Universitat UMEA.

Qiu, L., & Benbasat, I. (2005). An investigation into the effects of text-to-speech voice and 3d avatars on the perception of presence and flow of live help in electronic commerce. ACM Transactions on Computer-Human Interaction, 12(4), 329–355.

SBP. (2018). Online payment platforms in Pakistan – A case of B2C e-commerce. Retrieved from http://www.sbp.org.pk/reports/quarterly/fy18/First/Special-Section-2.pdf

Smith, G. E., & Woodside, A. G. (2009). Chapter 9 Pricing Theory and practice in managing business-to-business brands. In Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises (pp. 429-486). Emerald Group Publishing Limited.

Smith, D., Menon, S., & Sivakumar, K. (2005). Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets. Journal of Interactive Marketing, 19, 15-37.

Snapchat. (2015, October 20). Retrieved from https://www.snapchat.com/ads

Sturiale, L., & Scuderi, A. (2013). Evaluation of social media actions for the agri-food system. Procedia Technology, 200–208.

Sultan, M. F., & Mannan, M. A. (2015). Analyzing the Effect of Celebrity Endorsement through Television Advertisement on Consumer Buying Behavior; Evidence from Telecom Customers Living In Karachi. KASBIT Business Journal, 8(1).

Thein, W. M. (2022). A Review of the Literature on the Effects of Social Media on Buying Fashion Apparel Intention and Decision.

Trafimow, D. (2009). The theory of reasoned action: A case study of falsification in psychology. Theory & Psychology, 19(4), 501-518.

Vilpponen, A., Winter, S., & Sundqvist, S. (2006). Electronic word-of-mouth in online environments: Exploring referral network structure and adoption behavior. Journal of Interactive Advertising, 6(2).

Yang, H., Liu, H., & Zhou, L. (2011). Asia Pacific Journal of Marketing and Logistics, 24(1), 59–77.

Yeo, S. F., Tan, C. L., Kumar, A., Tan, K. H., & Wong, J. K. (2022). Investigating the impact of AI-powered technologies on Instagrammers’ purchase decisions in the digitalization era–A study of the fashion and apparel industry. Technological Forecasting and Social Change, 177, 121551.

Yeo, S. F., Tan, C. L., Lim, K. B., Leong, J. Y., & Leong, Y. C. I. (2020). Effects of Social Media Advertising on Consumers' Online Purchase Intentions. Global Business and Management Research, 12(1), 89-106.

Zhang, J., & Mao, E. (2016). From online motivations to ad clicks and behavioral intentions: An empirical study of consumer response to social media advertising. Psychology & Marketing, 33(3), 155-164.

Zhang, K. Z., & Benyoucef, M. (2016). Consumer behavior in social commerce: A literature review. Decision support systems, 86, 95-108.

Zhaveri, H. (2013). A social networking site for marketing. In Proceedings of National Conference on New Horizons in IT (pp. 215-218).