THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE INTENTION AND THE MEDIATING ROLE OF CONSUMER ENGAGEMENT

Abstract

Purpose This research analyze the impact ofsocial media marketing on consumer purchase intention and the mediating role of consumer engagement between social media marketing and consumer engagement Methodology & Design The research data for analysis is taken from 411 university students of Karachi, Pakistan through google questionnaire form by distributing them online on different social media platforms. Regression, Correlation and reliability analysis was done to find the relationship between dependent and independent variables Findings The results shows that there is a significant impact of social media marketing on consumer purchase intention and consumer engagement partially mediates the relation between social media marketing and consumer purchase intention. Limitations : '! This research is limited to university students of especially Karachi, Pakistan and it is only restricted to impact of social media marketing on consumer purchase intention regardless of other variables. Recommendations j To create greater purchase intent through social media marketers have to use eWOM influences but other factors as well like attractive presence in social media, do viral campaign, give discounts, improve brand trust and create user friendly interface oftheir web page etc.