Abstract:
The growth and prosperity of all industries depend upon the sales revenue. Sales charts are a visualization of the strategic performance of the company. “In the era of the digital world, social media has become a vital part of corporate strategy“. “With the help of effective social media marketing techniques, companies can influence the purchase intention of social media users and can generate sales leads“. “The literature review has discussed important factors of the study“. A quantitative approach was used to measure and interpret the results of the study. Primary data was collected from 307 respondents through a self-administrated questionnaire“. “Collected data was analyzed through two different software SPSS and Smart PLS. SPSS is used for primary data analysis like data screening and normality of data. Smart PLS used to apply structural equation modeling (SEM) “. “The findings of the study support the hypothesized relationships proposed in the theoretical model“. “The results revealed that there is a significantly positive relationship between social media marketing and purchase intention The results also provide strong evidence of the moderation effect of brand image and trust between social media marketing and purchase intention“. “The study confirms that social media marketing has strengthened the purchase intention of the customer“. “The results of the study will be helpful for social media managers. This study is limited to one cultural and one demographic zone. “ “This study only used the customer point of view it will be better to use the organization's point of view as well. “
