Social Media vs Traditional Media on Consumer Buying Behavior: The Mediating Role of Consumer Brand Perception

Abstract

Consumer brand perception is important for a brand and sustainable growth. Both social media and traditional media affect consumers’ buying behavior and brand perception. Unlike past studies, we have examined the effect of traditional and social media on consumers’ attitudes, behavior, and brand perception. The focus of the study was the textile and apparel industry of Karachi. The study has used a closed-ended questionnaire and the mall-intercept method for collecting the data. We had intercepted 400 customers and received feedback from 375. The response rate aligns with other studies that have used the mall intercept method to collect the data. For statistical analysis, we have used Smart PLS version 3.2. The results suggest that it promotes consumer buying behavior and consumer brand perception. The study also found that traditional media stimulates consumer buying behavior and brand perception. The study also found that consumer brand perception stimulates (1) social media and consumer buying behavior and (2) traditional media and consumer buying behavior. Social media usage has increased significantly, but it has not decreased the importance of traditional media. The impact of traditional and social media on consumers is not the same. Thus, marketers, while selecting media, must keep in mind the target consumers and products. The study recommends that firms use conventional and social media to increase brand perception and stimulate positive buying behavior.

Keywords

• social media
• traditional media
• consumer brand perception