The Impact of Visual Content Marketing on Customer Purchasing Behavior: Evidence from Pakistan’s Fashion Industry.

Abstract

In the dynamic landscape of marketing, Visual Content Marketing (VCM) has emerged as a powerful tool to penetrate market noise and effectively engage target demographics. Particularly in the fashion industry, where visual appeal significantly influences consumer decisions, understanding VCM’s impact on purchasing behavior is crucial. This study examines the efficacy of VCM in the fashion industry of Pakistan, focusing on its capacity to engage customers and influence their purchasing behavior. Utilizing a non-experimental quantitative methodology, this research gathered data from 300 respondents in Karachi through validated questionnaires. The analysis employed descriptive statistics, Pearson correlations, and multiple linear regression to assess the impact of various facets of VCM, including visual appeal, emotional appeal, information quality, and social influence on Customer Purchasing Behavior (CPB). Results indicate that VCM elements significantly affect CPB, with its components notably enhancing consumer engagement and decision-making processes. These findings underscore the importance of strategic VCM implementation for stakeholders within the fashion sector, offering critical insights into optimizing marketing strategies to effectively reach and influence target audiences. The study not only contributes to the theoretical understanding of VCM’s impact but also suggests future research directions to expand the knowledge of VCM's application in consumer behavior, particularly within the fashion industry.

DOI: https://doi.org/10.54663/2182-9306.2024.SpecialIssueM&D.6-25