Published on October 2020 | Media and Communication Studies

Impact of Fashion Vloggers in Promotion of Brands

The purpose of this research is to explore the impact of Pakistani fashion vloggers in promotion of brands among youth of Islamabad. Influence of vloggers communities on youth of Islamabad both male and female. The research followed a quantitative approach. Average sampling unit is tested by descriptive, indepth interviews were conducted with 60 youth participants i.e. 30 male and 30 female youth of Islamabad that age 18 to 24. The data was tabulated, analyzed using Likert scale. Through participants’ narratives, it was discovered that Fashion Brands shared on vlogs create the online image of brands and brand image on the youth of Islamabad. Fashion brand image promoted through vlogs does influence brand loyalty of youth. The extent to which Pakistani vloggers influence the brand image and brand loyalty to youth of Islamabad depends on their personal experiences with brands. The findings show that Pakistani fashion vloggers pay more attention to sentiments of youth of Islamabad through vlogging community sites. These sentiments can help to gain huge youth market to building favorable brand image and ensuring brand loyalty towards fashion products. Descriptive questionnaire was constructed that demonstrated the impact of Pakistani fashion vloggers in promotion of fashion brands. Questionnaire comprises of twelve basic impact factors items related of fashion vloggers and its impact on the youth.