Abstract

In the dynamic landscape of Pakistani fashion retail, this research demystifies how social media strategies translate into tangible business results. Focusing on the brand Khaadi, this study demonstrates that superior content quality, characterized by its relevance, visual appeal, and informational value, and vibrant user engagement are not just metrics but fundamental pillars that build brand awareness. This awareness, once established, acts as a powerful catalyst: it directly shapes consumers' purchase intentions and fosters the deep-seated emotional connections that lead to lasting loyalty. Grounded in Uses and Gratifications Theory and Social Identity Theory, our findings offer a compelling model for success in emerging markets. They prove that moving beyond transactional messaging to create a community-driven, peer-influenced brand experience is the key to distinguishing a brand and securing its future.