The Impact of Social Media on Fashion Industry: Empirical Investigation from Karachiites

Abstract

This study is an attempt to investigate the impact of social media on fashion industry as social media is getting very much in and within the past decade a remarkable development has been witnessed. Businesses are using social media as a promotional tool. Fashion industry is one of the businesses where frequent changes occur and social media is the most convenient and cheapest mean to communicate. Based on convenience sampling, five organizations were selected and a sample of 130 respondents was obtained which had two variables i.e. Social media and Fashion industry which further defused into four sub variables each.Reliability of the questionnaire fell within the acceptable band. As a preliminary investigation, correlation between the variables is obtained which is 45.4% and significant at 1% confidence level. Further, the results obtained through regression shows that social media is a significant predictor of fashion industry.

Keywords: Social media, Fashion industry, Face book