How Millennials’ Consumer Intentions are Influenced By Social Media Marketing In Pakistan: Mediating Role of Perceived Value of Social Media Marketing

Abstract

This study investigates the influence of social media marketing on millennials’ consumer intentions with mediating effect of perceived value of social media marketing in Pakistan. This study has considered social media marketing as independent variable. Perceived value of social media marketing is used as a mediator. Millennials’ consumer intentions are used as the dependent variable. However, Pakistani millennials’ involved in using social networking sites is the targeted audience 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 350 respondents (Pakistani millennials’ involved in using social networking sites) through convenience sampling technique. Responses recorded are analyzed through statistical tests (correlation, regression, and mediation analysis) by using SPSS Software. The results indicate that social media marketing impacts perceived value of social media marketing in Pakistan. In addition, findings have proved that social media marketing and perceived value of social media marketing impacts millennials’ consumer intentions in Pakistan. Furthermore, mediation analysis has proved that perceived value of social media marketing significantly mediates the relationship between social media marketing (independent variable) and millennials’ consumer intentions (dependent variable) in Pakistan. Mediation analysis has proved that change in perceived value of social media marketing brings a definite change in relationship between social media marketing and millennials’ consumer intentions in Pakistan.