Exploring the Effectiveness of Social Media Marketing On Purchase Intention in Twin Cities Smart Watch Market

Abstract

Customers now have higher standards for freshly released items due to the cutthroat nature of the modern technology business and its quick growth. Wearable technology, and smartwatches in particular, are a rapidly growing industry in the IT industry. People may choose from a lot of different smartwatches, but what makes them choose one over another? Examining the impact of social media marketing on the intention to acquire smartwatches in the Twin Cities area was the main objective of this research. There was a dependent variable (intention to buy) and four independent factors (usefulness, ease of use, perceived control over behavior, and perceived risk factor). To test assumptions, the research created a conceptual model of social media use when purchasing smartwatches. A total of 250 people from the cities of Islamabad and Rawalpindi were polled using questionnaires. To put the theories to the test, researchers used quantitative analytic methodologies and structured surveys. The effects of social media advertising on Twin Cities consumers’ propensity to make a purchase are explored in this research. Using social media to make a purchase has a substantial impact on the intention to buy, according to the data, lending credence to the idea that people are using social media to buy smart watches. Consistent with previous findings, this study finds that users’ attitudes towards smartwatch use are the strongest predictors of future smartwatch purchases. Of the criteria that were shown to have an effect on purchase intention, the ones that were deemed most significant were perceived usefulness, perceived ease of use, perceived behavior control, and perceived risk factor. Curiously, contrary to other studies, this one failed to find that subjective standards significantly impacted purchase intent. However, elements influencing intent to buy were found to include perceived usefulness, perceived ease of use, perceived behavior control, and perceived risk factor. Along with several theoretical and managerial implications, these study results also pave the way for possible future research possibilities.