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

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.