Impact Of Consumer Motivation On Driving Social Media Engagement: A Case of Pakistan’s Cosmetics Industry

Abstract

This research was designed in order to study the impact of four facets of Motivation i.e. Information, Personal Identity, Brand Love, and Empowerment on Consumer Consumption Activities. We projected that the Information, Personal Identity, Brand Love, and Empowerment have a positive relationship with Consumer Consumption activities. A sample of 287 consumers who proceeds cosmetics products and services contributed in the research and verified their responses through online questionnaires. The data which was attained was examined using the Statistical Technique for the Social Sciences (SPSS) which included a correlation, reliability and regression. All the proposed hypotheses were accepted. Information had a positive relationship with Consumer Consumption Activities. Personal Identity had a positive relationship with Consumer Consumption Activities. Brand Love had a positive relationship with Consumer Consumption Activities. Empowerment had a positive relationship with Consumer Consumption Activities. These consequences shows that the components of motivation do play a vital role in the consumer consumption Activities. Recommendations are specified at the end of thesis for compounding upon the conclusions of this research. The research could be improve if we include more variables for examining the study. Few limitations were faced by the researcher including Shortage of resources and time