THE INFLUENCE OF SOCIAL MEDIA FACTORS ON CONSUMER ATTITUDES

Abstract

Purpose The main aim of this research is to understand that the influence of social media factors (usefulness, informativeness, irritation, and entertainment) on consumer attitude regarding a brand. Moreover, this research also investigates the influence of this consumer attitude on brand awareness, loyalty, and purchase intention. Methodology & Design This research was conducted using qualitative research, and a questionnaire was developed to collect data from the respondents. The sample size of the respondents was 279 n=279. Google form was circulated among family members, friends, and university students to collect data. Findings From the result, it was analyzed that entertainment was the major factor that influences the attitude ofthe consumer towards a brand’s social media and irritation was the least important factor for influencing consumer attitude. It was also observed that this attitude affects brand awareness and purchase intention, whereas brand loyalty remains unchanged. Limitations There are many limitations to this study Participants’ financial background matters in this study because an individual who has a good background will have more access to the internet The data that is collected is from Pakistani customers which can prove to be a barrier because every country has different customer perceptions. Recommendations it is recommended for the marketing managers to understand the importance of informativeness on social media to influences attitude entertainment, usefulness, and towards a brand as this also affects brand awareness and purchase intention.