THE IMPACT OF SOCIAL MEDIA MARKETING ON BUYING BEHAVIOR OF THE YOUTH IN PAKISTAN

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.