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Review Article

SRP. 2021; 12(2): 702-710


The Impact of Green and Social Network Marketing and Marketing Strategies on the Textile Business Performance in Pakistan: Moderating Role of Consumer Behavior

Arshia Hashmi, Muhammad Azeem Ahmad, Saqib Ali.

Abstract
The purpose of the current research is to investigate the impact of green marketing, social network marketing, and marketing strategies on the business performance of the textile industry in Pakistan. The goal of the present research also includes the examination of moderating the role of consumer behavior among the links of green marketing, social network marketing, marketing strategies, and business performance of the textile industry in Pakistan. This study has adopted the quantitative methods and obtained the data by using questionnaires and analyzed by smart-PLS. The results exposed that green marketing, social network marketing, and marketing strategies have a positive association with the business performance of the textile industry in Pakistan. The outcomes also revealed that consumer behavior positively moderated the nexus among the green marketing, social network marketing, marketing strategies, and business performance of the textile industry in Pakistan. This study is helpful for future studies and also for the regulation developing authorities while formulating the policies related to marketing and business performance.

Key words: Green marketing, Social network marketing, Marketing strategies, Business performance, Textile industry in Pakistan, Consumer behavior



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The articles in Bibliomed are open access articles licensed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (https://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.
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