The Social Shift: How Digital Engagement Shapes Consumer Buying Behavior In Pakistan’s Fashion Industry

Abstract

The rapid evolution of digital marketing has transformed the way consumers engage with brands, particularly in the fashion industry. This study explores the influence of social media on consumer buying behavior in Pakistan, where platforms like Instagram, Facebook, and TikTok have redefined marketing strategies. By examining key factors such as content quality, attractiveness, and consumer interaction, this research investigates how social media fosters brand loyalty and impacts purchasing decisions. The study employs a quantitative approach, collecting data from 200–250 active social media users to analyze their purchasing patterns. Findings suggest that while social mediaplays a significant role in brand awareness and engagement, attractiveness is the most influential factor in shaping consumer intent. The research provides insights for marketers on leveraging digital tools to enhance consumer trust and drive sales in the competitive fashion sector.