Abstract:
image on customer satisfaction among people using TikTok application and residing in city of Islamabad. For this purpose, 3 three factors of brand image are identified that are favorability, strength and celebrity endorsement. Impact of these variables would be identified on dependent variable i.e., customer satisfaction. Research method/sampling: The research approach is deductive approach. The data is collected from the customers about their satisfaction with respect to online purchases. For this purpose, variables were identified including external environment, personal characteristics, and website quality. In this research customer buying behavior is the dependent variable and online purchases is independent variable. Findings of the research: The research had findings that will help the organization to grow. All the hypothesis~ .. ·in this research were accepted. This shows that all the selected variables have different outcome bases on demographics. The limitation of this research is this research is only valid on the people in Islamabad and those who use TikTok application, only due to the research limitation. Practical implications of the research: Practical implication this research shows that customer satisfaction plays a very important role in for the organization. It shows that favorability factor had a significant link with customer satisfaction so these should be taken care of. Second factor is about strength, this also shows significant positive impact, and the last variable is celebrity endorsement which also shows the significant impact on customer satisfaction.
