Consumer attitude towards Pakistani Clothing Brands on Facebook before and during Covid-19 pandemic

Abstract

Covid-19 has drastically affected businesses, industries and consumers across the world. However, the rise of Digital technology and advancements in e-commerce sector in the past decade allows a way out to cope up with the pandemic challenges and shift their perspective to new normal. This paper provides a consumer analysis of how clothing brands and consumers in Pakistan have reacted to the pandemic when it comes to social media marketing and purchasing of clothes on Facebook. Specifically, it focuses on the first wave of Covid-19 as it provides the core insights into business transformations from both business organization and consumers end, though the current scenario is much more standardized now.