Impact of Social Media Marketing on Customer Purchase Intention

Zafarullah Chandio, Sarah Zafar, Shoaib Ahmed


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.

Full Text:



Aaker, David, Brand Extensions: The Good, the Bad, and the UglySloan Management Review; Summer 1990; 31, 4; ABI/INFORM Globalpg. 47

Beatty, S. E. and S. M. Smith (1987), "External Search Effort: An Investigation across Several Product Categories," Journal of Consumer Research, 14 (June), 83-95.

Beer, D., Burrows R. (2007): Sociology and, of and in Web 2.0: some initial considerations, Sociological Research, Vol. 12, No 5

Bernie Borges (2009), Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing

Brynjolfsson, Erik, Yu “Jeffrey” Hu, Michael D. Smith. 2006. from Niches to Riches: The Anatomy of the Long Tail. Sloan Management Review, 47(4 summer) 67-71.

Cothrel, J., 2001, Five Ingredients for a Successful Online Community, Internet Executives Club: Internet MarketingSymposium June 1, 2001

Dan Ariely, Shahar Ayal and Francesca Gino (2009), “Contagion and Differentiation in Unethical Behavior: The Effect of One Bad Apple on the Barrel.” Psychological Science

David Silverman (2001). Interpreting Qualitative Data: Methods for Analyzing Talk, Text and Interaction (second edition). London / Thousand Oaks / New Delhi: Sage, 325 pages, ISBN 0-7619-6864-4

Harridge-March, S. and Quinton, S (2005), Initiation of Trust and Management of Risk in On-Line retailing: UK On-Line Wine Market, International Journal of Wine Marketing, Vol. 17, No 2, pp. 5-20.

Michael Trusov, William Rand, and Yogesh V. Joshi (2013), "Improving Pre-Launch Diffusion Forecasts: Using Synthetic Networks as Simulated Priors," Journal of Marketing Research, Vol. 50(6), 675-690.

Womma (2007), 101; An Introduction to word of mouth marketing,


  • There are currently no refbacks.