Social Media Activities And Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity In Pakistan

Clicks: 1
ID: 312623
2025
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal

Ranked #466 of 705 articles by views in Journal of Computing & Biomedical Informatics

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 705 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
This study examines the impact of Social Media Activities (SMA) on the Customer-Brand Relationship (CBR) and Brand Experience within Pakistan’s garment retail industry. The research focuses on five key SMA dimensionsinteractivity, informativeness, personalization, trendiness, and word-of-mouth (WOM) and their influence on customer trust, satisfaction, commitment, and overall brand experience.In an increasingly digital marketplace, Pakistani garment retailers leverage social media to engage consumers, yet empirical research on its effectiveness remains limited. This study addresses this gap by analyzing how SMA fosters stronger consumer-brand connections. A quantitative research approach is employed, utilizing survey data from social media-active consumers of Pakistani apparel brands. Random sampling ensures diverse representation, while structured questionnaires measure the relationship between SMA components and customer perceptions. By bridging the research gap in Pakistan’s garment retail sector, this study provides a foundation for future explorations of digital marketing’s evolving impact on consumer behavior.
Reference Key
imported_1777055393_69ebb6a195e59 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Khalid Hamid
Journal Journal of Computing & Biomedical Informatics
Year 2025
DOI
DOI not found
URL
https://jcbi.org/index.php/Main/article/view/1061
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.