Impact of social media marketing on customers' buying intentions: an empirical evidence from Chinese apparel industry

The aim of the study was to investigate the impact of social media marketing on the purchase intention of Fashion/textile product buyers. It was also aimed at measuring the role of brand loyalty towards purchase intentions of the customers of (1) Lu Thai Textiles and (2) Weiqiao Textiles from customer in Ghuangzhou city, China. In order to achieve the aims of the study, 150 responses were collected through structured personal administered questionnaire with close ended options. Statistical procedures for Social Sciences (SPSS) have been implied for the analysis purposed on the data collected after convinces sampling method. Study found that social media marketing and brand loyalty has significant positive impact on purchase intention of the buyers of the fashion products. This study has been done by the limited number of the customers comprising of two brands only in Guangzhou city, china. Future researchers are advised to conduct same study in other parts of the country by including more variables so the results could be generalized and used at vast level. Marketing managers are also advised to consider social media marketing as an effective tool to influence the customer buying intentions and it can be the technique through which they can be at the abreast of the competition.