Social Media and Fashion Consumption: Examining the Role of Instagram on Pakistani Consumers' Buying Decisions

The rise of social media channels has been evident in this new age. Various social media channels are utilised where the consumers interact with one another. One of the most prominent social media channels is Instagram. Instagram is a social media platform where users have access to share, view, and post photos, videos, and reels. Users also use Instagram for the buying and selling of the products. Businesses use this platform for selling of the products. One of the prominent examples is of the fashion brands who sell their products on their Instagram pages. However, limited research has been conducted from the perspective of fashion brands in Pakistan and the buying behaviour of the consumers. This research provides insights into how Instagram influences the buying behaviour of Pakistani consumers within the fashion industry of Pakistan. It examines the specific ways in which Instagram influences the buying behaviour of Pakistani consumers. It also determines the impact of Instagram activities on the perceptions of consumers and purchasing decisions. A quantitative methodological approach was used in the research in which data was collected from 50 respondents from Lahore, Pakistan. Descriptive statistics and frequencies were determined by using SPSS. The findings of the research suggested that there is a significant influence of Instagram on the buying behaviour of consumers. Limitations and recommendations are also highlighted within the research.