IMPACT OF E-WOM. ATTITUIMPACT OF E-WOM. ATTITUDE TOWARDS SOCIAL MEDIA MARKETING SMS MARKETING AND E-TRUST ON CUSTOMER ONLINE PURCHASE INTENTIONDE TOWARDS SOCIAL MEDIA MARKETING SMS MARKETING AND E-TRUST ON CUSTOMER ONLINE PURCHASE INTENTION

Abstract

Purpose The purpose ofthis research is to find that what are the main factors influence the customers’ intention while they purchase online. In order to find that I chose the four independent variables electronic word of mouth, attitudes towards social media marketing, SMS marketing and the electronic trust. Methodology & Design To test the hypothesis I adopted/adapted the questionnaire related to the above independent variables from different researches and send the questionnaire to people via Whatsapp, Linkedin, Facebook and other social media communications sites. The 350+ responses were collect from different people of Pakistan and test the result on smartpls3. Findings After testing the result, it was found that only two independent variables (electronic word of mouth and attitude towards social media marketing) having significant impact on customer online purchase intentions, the other two (SMS marketing and electronic trust) have no impact of the customer online purchase intention. Limitations The limitations were found during the research was that; the respondents were less as compare to the size of population, culture impact on the acceptance of rejected variables, and trust issue while making the people to response the questionnaire. Recommendations This research work recommends the organization that people have a very keen interest on social media marketing. They prefer to buy product online once after they compare and find the suitable option on social media, as well as the electronic word of mouth which is also called reviews, so it is also an option for the organizations to work on their reviews by providing the best services so can be highlighted in the positive words. The rejection of other two variables is also an opportunity for the organizations to work on that as well. As the marketed isn’t saturated yet In Pakistan there is a lot ofspace for the organizations to operate online but people are aware ofit so before start operating in the online marketing, the firms need to work on the strategies to excel in the online world.