We all are aware of how the Internet is a spectacular and splendid thing. If an individual is looking for an answer to an individual query or needs to resolve a problem, a click can deliver the relevant content. Most of the search engines will give the users an abundance of options (Martzloff, 2017).
For the general public, it is a desirable approach. However, it poses a problem for brands and businesses, mainly for current customers or potential ones. The main issue is that most organizations have used this publicity method and compete for the same lucrative space. A business will differentiate itself through a higher quality content or highlight specific unique attributes and relevancy (Rohm, Kaltcheva, & Milne, 2013).
Relevancy of the Content
If the content is relevant, it has a more definite chance of being read and acknowledged, and such a situation has been dealt with by everybody using the Internet. After clicking on a particular search engine link, we get a fair idea right away about the page showing the contents that are being searched. There might be something in particular that grabs the individual’s attention, maybe an opening paragraph or specific placement of the site material.
We are on the lookout for minor pointers to check out if the content is relevant to our search query. It gets quick to close the page or click the back button and find another site giving answers or solution. We can also choose to go down the enlightening route, which targets a helpful audience and prized details about a particular subject or product. Alternatively, an individual could make content more exciting and appealing, which generally includes facts and figures or funny analogies and narratives.
Value Added Content – Research Implementation
More than anything else, the content needs to have a purpose behind it that a particular audience can relate to. The added value of the content that an individual is sharing and would be a wasted effort. The horde of similar content if it has a purpose. It will be much more authentic and worthy than the alternatives. Positioning an individual as an authoritative figure shows an individual brand has got something essential & valuable to claim and gives customers a reason to do business.
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The procedure of the Study and Data Collection
Primary and Secondary sources were used for the collection of data. The data collected by way of first-hand research is known as preliminary data. First-hand research is the research conducted to gain a deeper understanding of a subject matter. The quantitative source of the close-ended questionnaire is the basis of this research study. The questionnaires were shared with the respondents online over various social media platforms, and the responses were recorded online on Google forms based on a 5 point Likert scale. As mentioned before, the consumers of Lawn clothing based in Karachi are the main focus of this thesis study.
Secondary data, or in other words second-hand data, is the data or information which is already available and gathered by other researchers. This data can be used in further researches as well. For this particular study, secondary data was collected from multiple internet sources.
Reliability and Validity
Ensure collected, Cronbach’s Alpha technique was used on the four variables aforementioned in this thesis study. The construct validity test is another one of the conventional ways to comprehend Cronbach’s alpha results by estimating the path’s association of the subject matter to its independent variables. The results yielding a value greater than 0.6 should be considered as a sign of reliability.
The researcher conducted a pilot study on a small sample (N=25). This sample was later also included in the final survey. The questionnaire was circulated online amongst the population of Karachi. Once the data was gathered reliability test was run using SPSS. The result of the Chronbach Alpha was above 0.7, which means that the test’s data and questionnaire are reliable, which led the researcher to move forward with the study.
Description of Instruments
It has been established that this research study is a quantitative study that is based on the data primarily collected by conducting a self-administered online survey consisting of a close-ended questionnaire. The data was downloaded and compiled using the Google conversion tools.
MS Excel was used to ensure that the tabulation and conversion of qualitative into quantitative data took place effectively. The excel coding sheet was then used to run various tests, mentioned below, on SPSS software. The statistical tests include Cronbach’s alpha, regression analysis and Pearson’s correlation. The first test, Cronbach’s alpha, is running to ensure that the data is reliable. The value of alpha needs to be between 0.7s and 1 for the data to be deemed reliable. Regression analysis is undertaken to test the strength of the relationships of various independent and dependent variables. Pearson’s correlation test aims to try the relationship between any two variables. All of the three tests mentioned above will be the key that will facilitate the acceptance or rejection of this study’s proposed hypotheses. These instruments will help find out what factors of social media impact consumer behaviour in the Pakistani clothing industry within the city of Karachi.
Summary
Content marketing allows entrepreneur or enterprise to serve the clientele. They create digital artefacts for providing advice of various sorts, giving information or becomes a source of entertainment (Plessis C. D., 2017). Also, the benefits of individual goods and services can be explained through which sales can be boosted.
