The Impact of Social Media Marketing Medium toward Purchase Intention & Brand Loyalty, A Study of Generation Y's Perception of an Outfitters Brand in Pakistan

Abstract

Over the past decade, the rapid proliferation of digital platforms has fundamentally altered the marketing landscape, shifting the focus from traditional channels to dynamic social media environments. Social Media Marketing (SMM) has emerged as a critical determinant of consumer behavior, offering brands unprecedented opportunities to engage with audiences through personalized and interactive content. In Pakistan, Generation Y (Millennials) represents a significant demographic powerhouse characterized by high digital literacy and a strong presence on social media. Despite the growing investment in digital campaigns, there is a need for more empirical evidence regarding how the specific mediums of social media marketing influence the purchase intentions and brand loyalty of Pakistani Millennials, particularly within the competitive fashion retail sector. This study investigates the impact of social media marketing mediums on consumer perceptions of Outfitters, a leading clothing brand in Pakistan. Drawing upon the Stimulus-Organism-Response (S-O-R) framework and the Uses and Gratifications Theory, the research examines key SMM dimensions—such as advertisement vividness, influencer endorsements, and community engagement—to determine their effects on the cognitive and emotional responses of Generation Y. The study also assesses moderating factors, including brand trust and perceived trendiness, which shape how social media interactions translate into long-term loyalty and immediate buying behavior. A mixed-method approach was employed to ensure robust findings. Quantitative data were gathered via structured online surveys from Generation Y consumers residing in major urban hubs, including Karachi, Lahore, and Islamabad. To complement this, qualitative insights were obtained through thematic analysis of focus group discussions and interviews with digital marketing experts and loyal Outfitters customers. Findings indicate that social media marketing mediums significantly and positively influence both purchase intention and brand loyalty. Specifically, influencer credibility and interactive storytelling were found to be the strongest predictors of brand advocacy among Millennials. However, challenges such as content saturation, perceived intrusiveness of ads, and the "authenticity gap" were identified as potential barriers. The research suggests that while Outfitters enjoys strong digital visibility, maintaining loyalty requires a shift from transactional marketing to value-driven engagement. The study contributes to the burgeoning body of knowledge on digital marketing in emerging economies and provides actionable insights for Pakistani retail brands. It underscores the necessity for marketers to tailor their social media strategies to the unique psychological and cultural traits of Generation Y to foster sustainable brand-consumer relationships.