Effectiveness on Purchasing of Leather Products through Social Media

Abstract

Introduction: Social media and networking sites have been evolving into a means for merchants to expand their marketing campaigns to target broader consumer base in today's technologically advanced world. 

Objectives: Social media platforms and online media goal is to promote communication, collaboration, and content exchange. Social media pushes power beyond businesses and towards people and communities—that is, creative users.

Methods: This has had both positive and negative consequences on well-known companies. The study aims to demonstrate the impact of social media towards purchasing of leather goods by examining a number of characteristics, such as (customer attitude, brand engagement, brand equity, and brand commitment).

Results: The study used a field research and survey methodology to collect quantitative data on 150 online shoppers' opinions.

Conclusions: Using mean and correlation analysis on graph pad prism were used to determine the relationship of the study. The study's findings show the customer prefer branded leather goods with latest design.