Impacts of Social Networking Sites on Apparel Purchasing Behavior of Female Consumers

This study examines the impact of social networking sites on the apparel purchasing behavior of female consumers. The study's primary goal is to identify the difference between female university students' socio-demographic characteristics and apparel purchasing habits. The study employed a cross-sectional research design vis-à-vis the survey method to carry out this research. By choosing the purposive sampling technique, data is collected from 500 female respondents through a self-administered questionnaire. The theoretical framework of this study is based on the uses and gratification theory. To analyze the difference between different demographic variables, t-test and one-way ANOVA were applied. The results revealed a significant difference in mean scores of younger and older women, rural and urban residents, and junior and senior students.  Moreover, it is concluded that online advertisements through social networking sites greatly influence the apparel purchasing habits of young students compared to their older fellows. The findings suggest that apparel manufacturers and companies should adopt social media marketing strategies to promote their products.&nbsp