Impact of Social Media Marketing & Message Strategies for Environmental Friendly Accommodations

Abstract

This research discusses that impact of messaging strategy for friendly environment and the impact of social media. This paper aims to examine how different levels of message appeals, message sources and social norms influence the purchase. However, through this research findings and analysis it is mentioned that branding factors which mainly include in the perspective of Pakistan clothing industry are message appeal, message source and social norm that are influencing the Purchase Intention in a positive way. So, new findings have not negated the preceding studies and research on it. The companies and brand use Purchase Intention as a greater marketing tool in international event which builds positive brand image that are being transferred from social media campaign. By the correlation test, it has been proved that message appeal variable has a positive impact on Purchase Intention which proves to be true by the studies of Hypothesis. The message appeal has also positive impact on Purchase Intention which is 0.786 which is highly significant. Likewise, the message source has a positive impact on message appeal, social norm and Purchase Intention which gives values of 0.870, 0.811 and 0.870 respectively. And same is the case with social norm and Purchase Intention with all other variable. Whereas, if we look at the other variable that is social norm has a positive impact on the dependent variable the Purchase Intention. The aftereffects of the investigation showed that brand faithfulness of the clients is emphatically influenced when the brand (1) offers profitable missions, (2) offers pertinent substance, (3) offers mainstream substance, (4) shows up on different stages and offers applications via online media; were utilized by utilizing SPSS 17.0 variant. Clients like to share music, innovative related, and interesting substance via online media stages. In view of our outcomes, this investigation can be considered as a pioneer in this new space of showcasing, and propose a few strategies for the professionals