Abstract:
The Social media is an emerging concept that has seen growth around the world and has
provided a source of knowledge, interaction and communication among people. Individuals can
share their knowledge, opinions and experiences with each other through the help of social
media and may have impact on people’s behavior in terms of communication and purchasing.
The purpose of the study is to find the role of social media in consumer purchase decisions in
context of Pakistan among young customers as the ratio of social media users in Pakistan is the
youth. The main theme is to find the influence of social media on different steps of consumer
purchase decision process.
A theoretical framework based on the study showed there is a gap regarding social media in
consumers’ purchase decision in perspective of Pakistan. In order to develop understanding on
consumer buying behavior regarding Pakistan, face to face in-depth interviews with 10
respondents were conducted during the study .The empirical data was presented under the
research questions, and sorted by the type of information. The empirical findings were analyzed
by linking the finding with theories from theoretical framework.
The main findings of the study indicated that the social media influence every step of the
consumer decision making process. Rest of the findings, conclusions recommendations and
reflections are provided in the end to sum up the complete research.
