SOCIAL NETWORK MARKETING EFFECT ON CONSUMER’S PURCHASE INTENTIONS

Abstract

Purpose: This research study aims to explore the relationship between social network marketing and consumers purchase intention and also to analyze the influence of consumer engagement and brand loyalty on purchase intentions of consumers. Methodology and Design: The data was collected from 367 respondents living in Karachi. “Convenience Sampling Technique” is used in this study because the population for my study is citizens of Karachi and surrounding cities so due to this accessibility, convenience sampling is most appropriate for my thesis. Findings: The results of my research study have shown that social network marketing positively affects consumer purchase intentions. Moreover, the impact of consumer engagement and brand loyalty has also been significant. Limitations: The limitations are that the findings of the study are limited to Karachi only because of my accessibility so this research did not consider the responses of people living outside the Karachi. Recommendations: Marketing managers need to intensify their social network marketing communication so that optimal benefits can be acquired through consumer’s engagement. Marketers should also provide extra leverage or support to consumers through their social media page design such that can allow consumers to write reviews or providing feedback on certain products or services. Continuous improvements in marketing strategies have also been recommended because of the changing pattern of consumers.