The Impact of Social Media on The Buying Behavior of Online Consumers of Pakistan

Abstract

With the advancement in technology every day, usage of social media has also increased tremendously. Social sites now a days is not only about chatting with people, it has become a shopping platform as well. The pandemic of Covid-19 gave a boom to online shopping due to necessary restrictions and after that people have started to like online shopping more than physical shopping. There are a lot of researches on online buying behaviors of people in countries all over the world but very little in Pakistan. There are several factors that influence the online buying behavior of consumers. This research has focus on the impact of factors like Facebook engagement, value proposition and word of mouth on the buying behavior of online consumers in Pakistan. This is a quantitative study to analyze the impact of these factors on buying behavior of online consumers. The data for this study has been collected through an adopted questionnaire floated via Google forms. A sample size of 194 people has been selected who use Facebook for the buying of Apparel products. Data Analysis techniques including descriptive analysis, regression analysis, correlation analysis and reliability analysis has been conducted. The results of these analysis show that the H1, H2 and H3 are accepted and engagement, value proposition and word of mouth have a positive relationship with buying behavior i-e increasing any of these independent variables will also increase the buying of Apparel products through social media platforms like Facebook