August 15, 2025The critical review of social sciences studiesOpen Access

Influencing the Cart: The Impact of Instagram on Consumer Buying Behaviour in Pakistan’s Fashion Industry

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NTNoor Ul Ain TahirForman Christian College AAAdeel Ahmad AamirForman Christian College

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Implication

Quantitative research reveals Instagram significantly influences consumer buying behaviour, highlighting brand image and awareness in the fashion industry.

Key Points

A significant positive correlation exists between instagram and consumer buying behaviour in Pakistan, suggesting that social media impacts purchasing decisions.
The analysis revealed an r-value of 0.384 with p<0.0001, indicating a strong relationship between engaging visual content on instagram and consumer perceptions.
A survey-based approach was utilized, collecting data from 209 active instagram users in Lahore, primarily focusing on students and their interactions with fashion brands.
This research highlights the role of platforms like instagram in transforming passive browsing into active engagement, particularly in the local Pakistani fashion context.

Cite This Study

Tahir et al. (2025) studied this question.

synapsesocial.com/papers/68af33efcf1dd9ea359e9649 https://doi.org/10.59075/t5vcrh39

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Implication

Quantitative research reveals Instagram significantly influences consumer buying behaviour, highlighting brand image and awareness in the fashion industry.

Influencing the Cart: The Impact of Instagram on Consumer Buying Behaviour in Pakistan’s Fashion Industry

Discussion

Member takes

Implication

Key Points

Cite This Study

Influencing the Cart: The Impact of Instagram on Consumer Buying Behaviour in Pakistan’s Fashion Industry

Discussion

Member takes

Implication

Key Points

Cite This Study

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