ENGLISH LANGUAGE USAGE BY PAKISTAN BASED FASHION DESIGN BUSINESSES OPERATING THROUGH VIRTUAL SOCIAL NETWORKS: THE CONSUMERS’ PERSPECTIVE

This paper discusses an exploratory research to investigate the nature and extent of English language used by the Pakistan based Fashion design businesses operating by means of Virtual Social Networks (VSNs). It studies and records user experiences of Asian (Pakistani) consumers in how they perceive the usage of English on VSNs as opposed to any other language like the four main regional languages spoken in Pakistan; Punjabi, Pushto, Sindhi or Balochi, or the national language Urdu. English is typically considered not only the language of business, but also the language of the internet (Saunders 2008). Previous research has focused on western customers and cultures rather than upon China, the world’s largest netizen community (Li, Zhu and Zu 2009) or any other Asian community. It studies the accessibility issues related to the availability of technological resources required to access information online. The result was focused on social networking sites such as Facebook, Myspace, Twitter and Youtube and its significance on real world business. (Gajendra 2011). It describes information quality (IQ) problems unique to Web information and e-business processes. (English 2004). A survey was conducted in six different universities and colleges in the twin cities of Rawalpindi and Islamabad; Punjab College Rawalpindi, Bahria University Islamabad, Comsats Institute Of Information Technology Islamabad, National University Of Modern Languages Islamabad, Islamic International University Islamabad and Skans School Of Accountancy Rawalpindi. The respondents were basically selected from these academic institutions as they comprise the largest segment of the target market of the fashion design industry. They are the main consumers of the Fashion design products and were considered appropriate to answer the questionnaires because most of them were thought to have good approach to virtual social networking sites. They ranged from 18 – 25 years of age. The sharpening competition increases the importance of the new online customers, the young customers of Generation Z. People born between the early 1990s and 2010 are a unique group known as the Digital Natives - the first generation who has grown up in the middle of advanced informational technology (Hanner 2011). The data collected is purely based on the thoughts and perceptions of the young clientele of the fashion design industry in Pakistan, on the usage of English language used on VSNs. Marketers need to pay greater attention to online word-of-mouse (WOM) and promote consumer reviews when launching new products. (Cui and Guo 2009). This consumer feedback on the language of communication, when shared, would be applicable to all businesses that thrive online these days and will be equally beneficial to academia and to industry and the indispensable association between them. Data analysis results show that preceding experience importantly influences inclination towards the further use of e-business. (Broz 2009) as its usefulness to businesses, students, busy house wives and businessmen cannot be denied. It is expected that most respondents will favor English Language as means of communication in E-business but will give varied views on the preference of the language, level of language and the choice of vocabulary supporting this communication.