摘要：The main objective of this study is to explore and investigate the impact of social network marketing
on purchase intention of female’s consumers in fashion apparel and how it is affected by mediating
role of brand engagement and consumer motivation. Deductive approach is used to determine
the variables influencing purchase intention of female fashion apparel’s consumer. The study is
conducted in Karachi, the hub of Pakistan’s economy. A total 150 questionnaires were distributed
using random sampling technique among females of Karachi, out of which 127 responded. Data is
analyzed using mean, frequencies and standard deviation with the help of SPSS. The study reports
that social network marketing was significantly associated with consumer purchase intention. The
study further reveals that brand engagement and customer motivation act as a partial mediator on
how social network marketing impact on purchase intention of females’ fashion apparels.
