Abstract:
Purpose
The purpose is to examine the impact ofsocial media marketing on consumer behavior based
on various determining factors such as entertainment, interaction, word-of-mouth, brand
preferences, loyalty, and willingness to pay in order to investigate how social media
platforms influence purchase decisions.
Methodology & Design
A correlational analysis is the most common form of study design. It is the goal of the
correlational design to draw attention to the connections and associations among variables
that are conceptually connected. As a result, the research made use of multiple regression
analysis.
Findings
The results show that WOM through social media marketing has a positive impact
behavior, while interaction and entertainment on social media have a moderate
effect on consumer behavior's determinants.
on
consumer
Limitations
The results of this research are restricted to the youth of Pakistan, hence it cannot be
generalized for other demographic regions.
