Impact of Social Media Marketing on Customer Purchase Intention

Zafarullah Chandio, Sarah Zafar, Shoaib Ahmed

Abstract


This research examines the impact of social media marketing on customer purchase intention in Pakistani perspective. The result reveals that the customer tries to find out the information regarding the brand as much as its possible but on ease as well , in this research different social media websites has been considered like facebook, linkedin, twitter and different blogs because in these website there are segments like communities for group pages , professionals and etc, three independent variables has been considered with the perspective of internet and social media network those are perceived quality, information search and word of mouth whereas the dependent variable is purchase intention, word of mouth and information search has shown the significant relation with the purchase intention whereas the perceived quality has no significant relation with the purchase intention.

 Keywords: Social media, virtual marketing, internet marketing &Consumer Information search.


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References


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