A Influence of Social Media Marketing on Consumer Buying Behavior in Pakistan

Abstract

The main idea behind this study is to investigate the impact of social media marketing on consumer buying behavior in the clothing of Pakistan. Social Media has been used one of the most influential tools in marketing activities of most companies around the world and the major platforms used are Facebook, Twitter, Instagram and Snapchat. Moreover, the researcher has however employed quantitative research design in order to conduct the research hence, the online close-ended instrument was adopted in order to collect data from a sample of 218 females through convenience sampling. The results found at the end that, there is a significant relationship between online engagement in terms of social media marketing and consumer buying behavior, there is a significant relationship between entertaining and relevant content in terms of social media marketing and consumer buying behavior, there is a significant relationship between trust on brand in terms of social media marketing and consumer buying behavior. However, no statistically significant relationship was found between electronic word of mouth in terms of social media marketing and consumer buying behavior in Pakistan.

Keywords: Consumer Buying Behavior, Social Media, Quantitative, Online engagement, Entertaining & relevant content, trust on brand