The Impression of SMM Fundamentals on CBE and Brand Knowledge

Mehreen Fatima; Qazi Mohammed Ahmed; Osman Sadiq Paracha

doi:10.33897/fujbe.v6i2.547

Mehreen Fatima MBA Student, Department of Business Studies, Bahria University, Islamabad, Pakistan
Qazi Mohammed Ahmed Assistant Professor, Department of Business Studies, Bahria University, Islamabad, Pakistan
Osman Sadiq Paracha Assistant Professor, Department of Management Sciences, COMSATS University Islamabad (CUI), Pakistan

DOI: https://doi.org/10.33897/fujbe.v6i2.547

Keywords: EWOM, CBE, SMM, customization and trendiness

Abstract

This exploration talks about the effect of online marketing on strengthening BA and BI on
advancing CBE in the clothing industry of Pakistan. The significant focal point of doing
this examination was to break down how unique SMM (SMM) segments significantly affect
building up CBE (CBE) and brand knowledge. This exploration incorporates three
independent factors, one mediating variable and two dependent factors. The independent
factors included customization, trendiness and EWOM (EWOM). The mediating variable
was CBE and the dependent factors were BA and BI. The assortment of the information
was brought out through an online survey made on Google forms and had 248 respondents.
The information gathered was examined through programming called SPSS, and
distinctive measurable tests. The after effects of these tests showed that the components
EWOM, Trendiness and customization do play a significant part in building up BA and
image. The study could be additionally improved in the event that we center around more
factors and another various area of Pakistan for investigating the effect of social media.