Social media and buying behaviour of women in Pakistan towards the purchase of textile garments

There is a boom in textile industry of Pakistan. Apparels produced in Pakistan are becoming popular amongst local women. This business is gaining momentum as a good designer dress is considered to be a status symbol amongst women. Added to this trend is the growth of usage of Social networking sites amongst the women of Pakistan alongside social interaction in person. This research focuses on the buying behavior of women in Pakistan. A study has been carried out on 200 female respondents from the city of Lahore in Pakistan. The results indicate that women of Pakistan consider traditional word of mouth to be more authentic than social media for making purchase decisions related to their apparels.