Abstract:
This study investigates the impact of Facebook marketing on consumer purchase intention with mediating effect of consumer affective commitment in real estate sector of Islamabad. This study has used Facebook marketing as independent variable. Consumer affective commitment is used as a mediator. Consumer purchase intention is used as dependent variable. Real estate sector of Islamabad is the sector chosen to investigate the relationship between variables mentioned above. Quantitative research method is used, as primary data is collected through adoptive structured questionnaire based on 5-Likert scale. The responses are recorded from 250 respondents (consumers associated with real estate sector of Islamabad) through convenience sampling technique. Responses recorded are analyzed through statistical tests (such as correlation, regression, and mediation analysis) by using SPSS Software. The results indicate that Facebook marketing and consumer affective commitment impact consumer purchase intention, and Facebook marketing impact consumer affective commitment in real estate sector of Islamabad. Based on the findings of this study, there exists a significant relationship between Facebook marketing, consumer affective commitment, and consumer purchase intention in real estate sector of Islamabad.
